According to AdAge, 93% of CMO’s (so…basically all of them) are under more pressure to deliver measurable ROI (Return On Investment).
Additionally, 81% of marketers would increase spending across channels if they could better track ROI.
At content marketing analyst Rebecca Lieb‘s Content Marketing World 2015 session: “Less-than-obvious Content Metrics You Need to Pay Attention To,” she argues that just using sales to justify ROI is measuring content marketing ROI far too narrowly.
She says part of this is due to the fact that content marketing ROI analytics in the space are still incredibly nascent. There are no standards for measuring content marketing ROI and since over 50% of brands lack a defined content marketing strategy, it’s difficult to know what they’re trying to achieve and how to measure that success.
As metrics and KPI’s (Key Performance Indicators) evolve in tandem, the result is an excess of volume metrics (like, shares, traffic, etc.) that don’t reveal true business impact and content marketing ROI. According to Lieb, 43% of marketers feel they have unmet needs in measuring content ROI. Through careful and extensive research, she has formulated six tenets to developing a more holistic content marketing ROI measurement strategy....
Scooped by Jeff Domansky |
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Jeff Domansky's insight:
Have a look at these six case studies for measuring content marketing more effectively.
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