You've been told over and over that content marketing needs to be data driven. You've been told that you need to prove ROI. To show the business impact of of what you do. To measure everything back to dollars and cents so you can make your case to the executive team.

While tying your efforts back to ROI is incredibly important, your efforts at utilizing data shouldn't stop there. Being data-driven doesn't mean just showing value. It means using data to give your organization a competitive advantage against even the biggest, burliest of competitors.