This week, Mark Schaefer wrote an awesome post about the problem of attempting to measure the effectiveness of content marketing, which is something I am sure many of us in the industry can relate to.
Mark states that content marketing should not be evaluated in the same way as direct advertising and that a far better analogy is that of networking events.
At your first networking event, you might meet a few people but are unlikely to convert any sales. However,over time, you will slowly make more connections, maybe even speak and over the years you start to build powerful relationships that begin to drive leads back to your business.
This is something similar to what has been spoken regularly at an event I attend called The Agency Collective headed by <