The Two Faces of Content Spend Productive content spend is fuel for the revenue engine; SiriusPerspective: unproductive content spend is evil and might be plotting to murder you. Productive Unproductive __________ __________ Spend on content Spend on content that is activated that isn’t used by internal because it can’t audiences and be activated as is consumed by or can’t be external located. audiences. © 2015 SiriusDecisions. All Rights Reserved 22