Accessing The ROI Of Content Marketing

Brands as publishers is the latest marketing movement as we see more and more brands creating original content on owned channels. Much like the beginnings of social, clients are grappling with measurement. Should success be accessed from a marketing perspective or a publisher? The answer lies somewhere in between.

Take a look at content marketing network, Contently’s latest findings above. The thoughtful piece outlines 4 keys to calculating the ROI like considering engaged time and repeat visitors which is something our friends over at Chartbeat have put into action.

Chipotle Looks For TV Partner For Series

Chipotle recently produced Farmed and Dangerous, a Hulu series that seeks to be standalone entertainment rather than branded content. The four part mini-series comically condemns the industrial food system and after an initial reach, is seeking a TV network like a Showtime to continue the show. What’s more interesting is that Chipotle spent $1 million on production and developed the concept internally. The move raises two big issues. One, is the ROI justified and two, can branded entertainment run on ad-supported channels without conflict?