Last week, we met with the VP of marketing at a major Hollywood movie studio. When we got to the topic of how she evaluates the success of her content marketing, she said, “My team is going full bore all the time. We’ve got too many tools, and even less analysts who understand them. I need to minimize the workload while improving the insights and increasing the impact.”
What she shared is exactly the conundrum that businesses everywhere are facing -- they have to be “always on”. Today’s on-demand culture requires you to be part of the living consumer conversation, evaluating and adjusting along the way to be relevant. How do you solve this? Become part of the conversation or start a new one. And there’s nobody better suited to help you accomplish this than the influencers and advocates who are already talking about your brand.
