Like with so many things in life - saying what needs to be done and actually doing it are two different things. This is one reason why companies send their employees and a digital marketing training course so that they can bring the right skillsets back into the organisation to help them to move forwards with their marketing efforts.
In this technologically wired world in which we need there is indeed a need for companies to be present in terms of their product and service related content that clients are looking to read, consume, like and share be constantly present in our always on and always connected laptop, desktop, tablet and mobile phone connected world.
The content that businesses put out has to be excellent and it is recommended that brands [small, large, work from home person or entrepreneur] identify what they want to put information out about and then make all of the necessary effort to continually produce as much valuable search engine and social media marketing product promotion content that is based around the core products and services - there must be variety injected into the published content to cater for the different market client sectors and to act as search engine optimisation bait for linking and ranking purposes.
Therefore it good that companies always consider text based articles, whitepapers, press releases and other blogging posts. They should also look to video marketing which work hand in hand with SlideShare presentations and case studies which all work to build up bank of information that clients are seen to consume across the digital, social and mobile internet channels.
Some of the tracking that can be carried out is that of counting up content views; using Google Analytics in order to track which types of content drives visits to the company website; and also one can look to in fact measure their search engine traffic.
Executing core digital content marketing and brand building strategies goes on to build trust and if customers trust the company - they are more likely to buy associated products and services and are then more likely to recommend that company to friends, colleagues and family.