On a recent quest to prove my content marketing efforts, I read a quote on content measurement from content thought leader Ryan Hanley that really resonated with me. Ryan, quoting from his book Content Warfare, said "People who bitch about the return of investment of content marketing are focused on manufacturing attention, not building trust". This got me thinking - if content marketing's real return is trust, how do you put a measure on that? I set off on a mission to unpack and understand what content ROI really is. Here are the five key lessons I learned.