The creation of content is not an end in itself. Rather, each piece of content fulfills a specific purpose in the user journey such as increasing traffic, generating leads or boosting other digital KPIs. In this respect, content always contributes to performance enhancement – that is why it is more accurate to speak of performance assets than of content. However, to untap this performance potential while remaining cost efficient, the production of performance assets must be approached in a planned und forward looking way. More importantly, it must include a range of measures extending far beyond the creation.
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