From more humble beginnings of White Hat SEOs touting "content is king" to massive campaigning from search engines and marketers around the idea of quality "content marketing," content marketing has come a long way.

However, the path we’ve been on is coming to an end. As brands and marketers, we’re at a fork in the road when it comes to content; the next path we take will either elevate our journey to the next level, or throw us into a never-ending roundabout that takes us nowhere.

The right path is marked "content performance marketing," and it’s less about how we get there and more about what we’ve accomplished along the way. In this post, we’ll talk about three key components of content performance marketing, where you’re not just creatingquality content, but also anticipating demand, optimizing content, and most importantly, measuring it.