“When you want to prove the value of content marketing without relying on direct attribution, you need to answer this question: “How are people who consume our content different from people who don’t consume our content?”— What Content Marketing Metrics Actually Matter? (Active Campaign)
Additionally: What can we do with content to support the entire customer journey / lifecycle? How do you raise awareness? Build trust? Drive to conversion?
After they buy, how do you support new customers? How do you keep them coming back? How do you use content to reward customer loyalty? And how do you use content to encourage word-of-mouth referrals?
Content marketing can be so much more than just getting people to find you.