Another good piece from Steve Olenski. Here he covers some key metrics that indicate content marketing ROI. He signs off the article with some tips for boosting said return. Though I agree with his suggestions about writing relevant, personable content that's optimised for search, his most compelling tip for me is ensuring that your content is authoritative.

Distributing authoritative content that is evidently penned by an expert is a sure-fire way to retain your audience and simultaneously win their trust. Ghostwritten or aggregated content will be of no value to your readers and will inadvertently hamper your chances of winning their advocacy for your brand.