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How to turn content marketing into content ROI

If content marketing has replaced direct contact, how can companies engage with prospects? Put another way, what do 100 likes of an infographic on Facebook, 1,000 views of a video on YouTube or 10,000 downloads of a presentation actually translate to?

Mastering the art of modern marketing

(Editor’s note: Byron Deeter is a partner at Bessemer Venture Partners. He submitted this story to VentureBeat.)