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Rethinking Your Content Strategy for Optimum Results The Importance of Upstream Processes Customer experience (CX) is paramount today. According to one study, companies that invest in CX can expect to see a ~70% increase in revenue over 3 years. In todayâs digital-first world, every experience requires content â content raises brand awareness, drives online traffic, solves customerâs problems, and much more. But because content is essential to CX, thereâs one question every marketer needs to answer: how effective is my content strategy? Understanding the effectiveness of your content strategy requires measuring two phases of your content operations, but many of us only focus on one: whether or not content is driving the right experience(s) and response(s). We can call these the downstream results. The other, often neglected, phase is just as important: how efficiently you create, manage, deliver, reuse, and repurpose content. We can call these t ....