One of the great challenges for marketers is measuring the effectiveness of content. No one doubts the vital importance of the content strategy for companies, both when it comes to giving visibility to the brand, and to generate engagement with those who are already customers, however, it is much more difficult to measure whether the content is effectively managing to fulfill these functions.

This is probably why many companies have focused on measuring what is easily measurable. That is, data such as the number of visits Djibouti Email List to the website or the number of shares in social networks of a certain piece. In fact, according to data from HubSpot and Smart Insights, e-Marketer, the main metric that is being measured today, the success of content is visits to the website, used by 76 % of the participants.

Below would be the number of shares in social networks (this metric is used by 66%), the leads generated (62%) or SEO traffic. Only 50% use sales metrics to analyze content results, and even less use ROI (43%), a traditional metric in marketing, but difficult to calculate, which marks a certain inability to analyze the real impact of sales. contained in the company results, as we suggested before. Thus, European marketers focus much more on visits or social performance than on sales and income.

The difficulty of measuring the effectiveness of content, one of the main challenges

However, marketers are well aware of their difficulty in measuring ROI and the effectiveness of their actions regarding content, and more than half (55%) acknowledge that they have problems measuring the effectiveness of content. and that this is one of the main challenges when it comes to developing and managing the content strategy. But this is not the only challenge facing the content marketing department, there are still more (60%) who emphasize the intrinsic difficulty of establishing the appropriate strategy, defining which are the best content and influencers to achieve a greater reach and conversions. Another key challenge for 57% is the frequency of publishing content, that is, developing enough pieces.

In addition, 52% are concerned about the quality of the content, 39% feel tied by the lack of budget dedicated to content and 32% consider that there is a lack of specific skills in the team to carry out the creation of content. In any case, despite the challenges posed by content marketing, many companies are betting heavily on it. Thus, it is estimated that two thirds of European companies will increase their budget for content distribution in 2016, while less than half will increase their investment in search engine ads or online advertising, reflecting a general trend to shifting money from traditional formulas like paid ads to content marketing.

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