Business Value in Content Marketing

In Clickz:  Includes a step by step look at what this means:

" ... A new study shows marketers can't tie business value back to their content marketing tactics. So how can marketers better measure the success of their content marketing campaigns? ...
Yes, it's a bit of an attention-grabber. And, yes, it's slightly misleading. But the new Forrester, Business Marketing Association (BMA), and Online Marketing Institute Content Marketing Study found that 83 percent of marketers cannot tie back business value to their content marketing efforts. In short, the study reveals that while most marketers know there is value in content marketing, most are not creating good content, let alone measuring its business impact.  ... "
Definition and history of content marketing.