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Measuring Content Success: 2013’s Key Data Challenge

January 15, 2013
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2013 is the year digital fully embraces a content-led future. Following years of technology obsession the realization has dawned on us all that the only way of creating a long-term business (irrespective of platform) is to create great "stuff" that those people we wish to do business with find value adding. The key stumbling block to what is undoubtedly an area that now requires significant investment is tracking that value back to the bottom line....


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The search industry is booming. Competition for keywords — organic or paid — has never been higher. All forms of digital content multiply and prosper. Underneath it all, however, tectonic plates are shifting. Slowly but surely, almost everything that used to constitute search engine optimization has become ineffective, risky or inappropriate for most brands. SEO tactics are being taken off the table and a gap has begun to arise between what's needed — digital visibility — and the tactics, tools and business processes needed to achieve it. 
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