An old saw from the construction trades—literally involving a saw—says to measure twice and cut once. Something similar yet different seems applicable to B2B content marketing. Except that in this case B2B content marketers must measure all the time and cut all the time. However, B2B campaigns measure after finishing the work. Then reworks the final product. That might involve a saw or perhaps an ax.
According to two prior recaps from the July Content Marketing Summit at LinkedIn, presented by Ragan Communications and PRSA, the tool chest of content marketing includes brand journalism and visual marketing. But without knowing the effectiveness of those tools, what’s the point? Or as Brian Solis posited, “If an infographic is published and no one shares it, did it even exist?”