Content marketers look for metrics

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Measurement is critical to content marketing with dedicated spend set to grow over the next year, according to a new study.

The Measuring Effectiveness Report from the Content Marketing Association (CMA) was conducted with senior level marketers among the CMA membership of over 40 companies, along with those at major brands such as Sainsbury’s Bank, Barclays UK and British Gas as well as at agencies including iris, Ogilvy and McCann.and agencies.

This found that 73% of respondents regarded measurement as very important to their content marketing strategy, with half of marketers currently spending 6-15% of their content marketing budget on this area.

Nearly half (45%) were planning to increase this in the coming year, with 56% already automatically offering measurement as part of their content marketing strategy – so demonstrating its importance in the industry.

But only half of those surveyed thought it possible to accurately measure content marketing’s ROI, and a similar proportion (52%) doubted whether a universal metric was achievable.

Bron en volledig artikel: Warc