Content MarketingBrand StrategyMeasurement & AnalyticsNative AdvertisingMarketing Alignment

Brands Can’t Tell Stories If They’ve Lost The Plot

Andrew Rosen, SVP, Enterprise Sales, Nativo Feb 24, 2020

Frequently Asked Questions

What is the central argument of the article?

The article argues that brands aren’t short on content — they lack alignment between content and other marketing disciplines. To prove content impact, its metrics must speak the same language as paid media.

Who wrote the article and where was it published?

The article was written by Andrew Rosen, SVP, Enterprise Sales at Nativo, and was originally published in Street Fight Magazine on February 24, 2020.

Why does content need to 'speak the same language' as paid media?

When content metrics align with paid media metrics, marketers can demonstrate measurable impact to CMOs and ensure consistency across marketing tracks, enabling better cross-discipline reporting and decision-making.

Where can I read the full article?

The original piece is linked from the article and can be read via the short link provided: http://bit.ly/2Ijk4tW. The Nativo article page also links back to the Street Fight Magazine story.

AI-Generated Summary70-80% of original length

Original Article

Brands Can’t Tell Stories If They’ve Lost The Plot

Street Fight Magazine | February 24, 2020

Marketers are creating enough content but are missing alignment across marketing disciplines.

Street Fight Magazine | February 24, 2020 - In his article, “Brands Can’t Tell Stories If They’ve Lost The Plot,” SVP of Enterprise Sales, Andrew Rosen, argues that when it comes to content, the challenge marketers face is not actually a lack of content. Rather, what’s missing in many content marketing programs is the fundamental alignment between content and other marketing disciplines.

Content, from a metrics standpoint, needs to speak the same language as paid media so that marketers can demonstrate the impact it has to their CMOs. Read more about how to create consistency across marketing tracks in Street Fight Magazine.