Organizational Goals and Performance Measurement Criteria for Content Marketing

This article explores the use of content marketing by organizations as a marketing approach aimed at attracting and retaining customers through compelling and relevant content. It identifies the top organizational goals for content marketing and common methods employed to measure its success. Cross-cultural perspectives and differences between North America and Europe are examined. The findings of this research indicate that organizations implement content marketing strategies primarily for lead generation. The results of the study also illustrate that organizations use a variety of methods to measure the effectiveness of content marketing programs e.g., by the amount of web traffic and the number of leads/sales being the most widely used marketing metrics. These results carry important implications for understanding the organizational drivers for content marketing campaigns and the criteria used to measure their performance.