One of the great challenges for marketers is to measure the effectiveness of content. Nobody doubts the vital importance of the content strategy for companies, both when it comes to giving visibility to the brand, and to generating engagement with those who are already customers, however, it is much more difficult to measure if the content is actually 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 to the website or the number of shares on social networks of a certain piece.

The Main Metric Used Today to Measure the Success of Content Is Website

Below would be the number of shares on social networks (this metric is used by 66%). The leads generated (62%) or the seo traffic. Only 50% use sales metrics to analyze the results of content, and even fewer use roi (43%). A traditional USA B2B List metric in marketing, but difficult to calculate. Which marks a certain inability to analyze the real impact of content. Contained in the company results, as we suggested before. Thus, european marketers focus much more on visits or social performance than on sales and revenue.

The Difficulty in Measuring the Effectiveness of Content

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However, marketers are very aware of their difficulty in measuring roi and the effectiveness of their actions when. It comes to content, and more than half (55%) admit that they have problems measuring. The effectiveness of content. And that this is one of the main challenges. When developing and managing the content strategy. But this is not the only challenge that the content marketing department faces. There are even more (60%) who emphasize the intrinsic difficulty of establishing the appropriate strategy. Defining which are the best contents 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.

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