Entries by Sandra D'Souza

What makes B2B content marketing effective?

By Sandra D’Souza Business-to-business content marketing is more effective in organisations that document their strategy, the report of the Content Marketing Institute, MarketingProfs and Brightcove states. Content marketing is also more successful in organisations that supplement it with a structure, and allocate more funding for it. 2015 B2B Content Marketing Benchmarks, Budgets and Trends – […]

Measuring ROI is Kraft Foods’ secret spice for effective content marketing

By Sandra D’Souza Kraft Foods has been able to make content marketing work for its business by measuring its Return on Investment (ROI). By studying the response of its audience, the company tailors its marketing for them and achieves higher returns. Measuring ROI streamlines marketing strategy When buying a new house, you need to study […]