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Content and analytics: A strategic combination

from ClickZ

Focusing on the four "Cs" — choice, customization, connect, and communicate — helps marketers transition from offers to solutions — where the recipient is engaged because the experience has moved from a sales pitch to valuable information exchange. Yet, as much as marketers would like to produce content that resonates and serve the people altruistically, at the end of the day we have performance metrics to meet and revenue numbers to hit. A successful content program will also invest in analytics to ensure that you are using the messaging, offers, format, and channels most likely to drive the most visitors and interactions. more

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