At Forbes.com: Online Display Ads: The Brand Awareness Black Hole, where content marketing is advocated over brand banner advertising.

Far too many dollars are flowing into display ads, which are incredibly weak branding vehicles.

Yep.

So what is content marketing? It breaks down to telling a story about your service or your product, and telling it well. And while content marketing can use advertising on a media site to lure in traffic, the brunt of successful content marketing will always happen on your own business website.

How to measure? Well, start with your costs. If you’re spending more money putting ads on other sites than you spend building up your own site, you’re doing it wrong.