See advice on how to use content marketing to turn website and social media traffic into sales, especially as customers depend less and less on direct contact with vendors and more on internet searches to learn about products and services. Rather than focusing on how much activity a channel generates, marketers should increase the level of engagement customers have with the content in that channel and bring content to where customers are already active. In the future, marketers should develop more precise ways to measure and improve ROI on content marketing.

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How to turn content marketing into content ROI – VentureBeat