How to: See commercial success with content

Everyone is using content marketing, but are you seeing results? Judith Niederschelp, MD at Aberdeen Group Europe, provides four steps to success

A recent survey by Aberdeen Group revealed that 95 per cent of marketers are either using or considering content marketing. Of those already using it, there was a clear split between those who focused simply on quantity and those who also focused on aspects such as quality, relevance and timing. And there was a marked difference in their results.

So what does it take to ensure your content efforts make a tangible and significant commercial impact? Whether you’re about to embark on content marketing for the first time, or want to enhance existing activity, these four tips will help you sharpen up: