Don’t approach content marketing like ‘advertising’s new clothes’ says Coca-Cola

What challenges lie in measuring content and analysing its success?
When discussing the KPIs of a content marketing strategy in the early stages, there are typically three challenges many organisations face.
First, spending an inordinate amount of time and money looking for a ‘silver bullet’ solution in the form of a very sophisticated content publishing system that will take care of everything, including measurements.
Second, approaching content marketing like ‘advertising&rs