In sales there is a method called "predictable revenue". It's an outbound method of marketing and sales that enables a business to predict what their revenues will be. But is there a way to do that with content marketing?
How do you predict whether a content campaign will be worth it? It’s a constant battle: executive leadership and check-signers won’t approve a marketing budget unless they can be assured of a Return on Investment (ROI) of X%. Marketing departments continue to push to develop new marketing strategies, but without budget approval, their hands are often tied.