Metrics of content marketing strategies. A comparison between italian and uk firms In recent years both practitioners and academics have shown an increasing interest in the measurement of content marketing performance. Firstly, the paper reviews the existing literature on content marketing and the main metrics used. Then, we analyse, on an aggregate basis and for each size class, geographical area, business sector, the effectiveness of content marketing strategy on a sample of 202 Italian firms and we compare our results with those obtained by a sample of UK firms.
Keywords: Content marketing, content marketing tools, content marketing metrics, performance measurement, Italian firms, UK firms