Marketing is undergoing a massive transformation that has been fueled by content, social and mobile technologies. A little less than a year ago, I wrote about the "three pillars" for modern marketing to help marketers navigate these industry shifts. At that time I spoke about the importance of streamlining content strategies across search, social and mobile to truly engage customers at every touch point. However, content marketing has progressed significantly over the last several months, bringing new challenges and opportunities for brands. Though brands understand how important content can be, 70 percent of marketers say they lack a cohesive, strategic approach to content, according to Altimeter. That's why today, I'd like to focus on performance and how keen attention to measurement and optimization is what marketers need to get them to the next phase of content marketing success.