Argument against calculating the ROI of content strategy
The Content Strategy (CS) has a intangible value for the organization. The obsession with measuring results and translate them into ROI can be counterproductive, because the CS provides results permanently. We need to consider the invest in CS from the financial cost structure of the company. From this perspective, is a sunk fixed cost that can be associated with stepped fixed costs.
Post in Spanish: Argumento contra el cálculo del ROI de la estrategia de contenidos