The World Media Group’s last annual Content Survey showed, not only is content marketing on the rise, but there’s a clear trend towards ‘content activism’ – that is, brands using content campaigns to align themselves with the social and environmental issues that consumers care about most.
Of course, content activism is subjective, so how can marketers measure its true value?
That means setting KPIs that are tailored to your specific content strategy, and shared and understood by all parties.
What is important is that your initial content strategy includes both hard and soft KPIs that work for your brand.
By Alex Delamain, SVP of Sales at The Economist and President of the World Media GroupAbout the World Media Group:The World Media Group is a strategic alliance of leading international media organisations that connects brands with highly engaged, influential audiences in the context of trusted and renowned journalism.

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