This is highly problematic for at least 2 reasons: First, because you're clueless about whether your content actually performs, you're unable to improve or optimize it. Second, because you can't see how your readers engage with the content, you're unable to implement any kind of lead scoring or personalized followup. People who opened it 9 times and read every page will end up in the same 'engagement bucket' as those who downloaded it but never read it. In a world where every marketing action must be measurable, you simply can't afford to use a format you can't track.
Related: How to track white paper user engagement.
Problem 4: PDFs are static, boring, and don’t let you embed multimediaĬontent overload is a real problem.
