The LavaCon Content Strategy Conference | 27–30 October 2024 | Portland, OR
Matthew Vermillion

Matthew Vermillion Photograph
Matthew Vermillion is the Director of Content Strategy at Transamerica and the founder of If This Then Creative, a B2B content marketing agency. He’s a results-driven marketing strategist, copywriter, and creative problem solver who loves increasing the impact of marketing efforts for clients.

Is ROI the Right Metric for Content Marketing?

So much of our ability to track the true business value of our content marketing efforts hinges on factors beyond our control like data integrity of the CRM, accurate conversion measurement from the analytics team, agreement over what constitutes an MQL, and a number of other factors.

Should we be pushing for other ways to measure content marketing success? In this session, we’ll tackle these tough questions and see if we can discover better metrics to prove the value of our efforts.