For a long time, focusing on search intent and organic traffic was all you needed to be successful. That still holds true for organic traffic.
However, organic traffic is only one part of the complex puzzle that is digital marketing. As the adoption of content marketing has grown, so has competition for search terms and audience attention – especially in competitive industries. A lot of content pollution muddies the ocean of content marketing.
Let’s talk about a scary scenario: What happens when organic traffic isn’t driving the results you need to bring your business success? Or when you see results but not enough to make your boss/CEO/manager happy with your content marketing ROI?
The bottom line: If content is not converting on its own, it’s hard to prove the ROI of content marketing.