Years ago, to get your content read by the masses, you would take out an ad in the local newspaper, or set up a radio announcement. This would ensure that the vast majority of the population saw your information. Unfortunately, the number of channels we use to communicate has exponentially increased, making it incredibly difficult for this approach to be effective. And if it is effective in the slightest, measuring ROI is absolutely impossible. With so many channels to choose from, users hardly ever get all of their information from the same place.

Read more