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Stories By Eric Wittlake

How Measurement Can Kill Your Content Marketing Strategy

The measurement tail is wagging the marketing dog in many organizations these days. If you keep caving to the measurement dictocrats, by the time you're finished there won't be anything left of the plan you could have created — or the difference it could have made. Find out how measurement can kill your content marketing strategy.

Lead or Demand Generation? Your Content Marketing Plan Can’t Focus on Both

Lead generation and demand generation are two important, but separate, strategies. Demand generation is focused on shaping audience members' perspective, while lead generation is focused on capturing their information. Find out how your content marketing plan can drive both goals effectively over time.