Increasing Investments in Content Marketing Mandate Greater Focus on Strategies, Tools and Practices to Increase Engagement and Return

PALO ALTO, Calif. (July 31, 2013) – The Chief Marketing Officer (CMO) Council, a global executive affinity group of more than 6,500 senior marketing executives controlling over $350 billion in annual marketing spend worldwide, today announced the launch of its new Content ROI Center website ( This online resource is dedicated to helping marketing organizations improve the performance and return of their growing investments in content origination, multi-channel formatting, targeting and delivery across the entire customer lifecycle. 

The new Content ROI Center features executive interviews, case studies, thought leadership, research, and conversations focused on the strategies, technologies, and practices that can help marketers improve the effectiveness and efficiency of their digital content initiatives.  Marketers and communications executives from companies like BMC Software, Deloitte, DocuSign, Lexis-Nexis, IBM, BT, SAP, PwC and others are featured contributors to the Center.  The Center is co-sponsored by NetLine Corporation, the CMO Council’s content syndication partner and a world leader in business content syndication. 

“BtoB buyers and specifiers are more self-reliant, connected and discerning about where and how they obtain the information and insights they need to understand market issues, weigh alternatives and make purchasing decisions,” said Donovan Neale-May, executive director of the CMO Council. “Traditional channels and marketing vehicles are losing some of their power to persuade. Marketers must respond with new content strategies that meet and engage today’s customers throughout the relationship lifecycle.  The Content ROI Center is a valuable new resource to help organizations on this journey.”

Most CMOs and their marketing organizations are still in the early stages in developing the necessary strategies, processes, competencies, and best practices for effective content marketing. A recent study conducted by the CMO Council and NetLine found that business buyers give vendors poor marks for the value and trustworthiness of their online content. The study report, “Better Lead Yield in the Content Marketing Field,” is one of the many thought leadership pieces available in the Reports and Programs section of the web site.

The Content ROI Center’s Insights and Perspectives section includes interviews and case study conversations with senior marketers and content marketing practitioners.  The site’s Content Fuel blog provides ongoing commentary and perspectives from the CMO Council and guest bloggers.

“The insatiable appetite of customers in every market for compelling and relevant content— along with the rapid proliferation of digital channels and formats — is pushing marketers to invest heavily in content marketing. Increasing the return on this investment should be a mandate for every marketing team,” said Dave Murray, director of the Content ROI Center.  “We’ve designed the Center as a go-to source for fresh thinking, insight and services to help marketers more fully leverage the power of content to drive business opportunities, influence purchasing, and grow brand presence.”

About the CMO Council

The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 6,500-plus members control more than $350 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 20,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE),, Marketing Supply Chain Institute, Customer Experience Board, Market Sense-Ability Center, Digital Marketing Performance Institute, GeoBranding Center and the Forum to Advance the Mobile Experience (FAME). More information about the CMO Council is available at

The Content ROI Center

The CMO Council’s Content ROI Center is a strategic interest community dedicated improving the performance of content marketing within marketing organizations. The center is developing thought leadership and driving conversation across its membership on best practices, trends and challenges in content marketing. The center also works selectively with B2B companies that are making significant investments in content marketing to analyze and evaluate current practices and help elevate content ROI.

About NetLine

NetLine is the world leader in business content syndication aimed at driving buyer engagement, customer lead acquisition and sales pipeline performance. Its Precision Targeting Engine™ and global multi-channel network of more than 15,000 website properties enable BtoB marketers to reach a diverse audience of more than 75 million business professionals across 350-plus industry sectors. NetLine’s multi-channel content delivery model allows for brand customization, content adaptation and flexible market access through publisher websites, expert blogs, email, search engines, social media networks, e-newsletters and mobile. Founded in 1994, NetLine Corporation is privately held and headquartered in Los Gatos, California, with operations across the globe. For more information, visit


Media Contact:

Crystal Berry

Director, Marketing Programs and Communications