Virtually everyone knows that marketers have little confidence in the metrics that measure content marketing effectiveness. At every symposium, everyone discussed this topic for a long time, and many business magazines also reported on it in large pages. However, there are many examples that prove that content marketing measurement indicators are flawed but there is a lack of relevant quantitative evaluation reports. Therefore, we conducted a survey on the website’s 10,000 monthly readers to understand the specific effectiveness of content marketing measurement standards. Below are the results of our survey.
Joe Lazoskes. Website Editor
More than % of marketers are not confident in the way they measure content marketing. This is the most eye-catching finding in this "Confidence Crisis Content Marketing Assessment Current Situation" survey
We conducted a survey on famous marketers from January to September this year. These marketers cover multiple industries. Gaining a deeper understanding of their content marketing goals and how they measure performance resulted in some key findings.
% of marketers said that the main measurement indicators of content marketing are uncertain.
% of marketers regard brand recognition as one of the content marketing goals.
% of marketers said they would look at the number of website views and customer traffic when evaluating the success of content marketing. Only less than half of marketers would look at the time customers spend browsing the website. However, % of the respondents expressed the hope that there would be a way to assess how much attention the audience paid to their content.
% of the respondents do not use any kind of content marketing evaluation method.
The majority of marketers (%) regard brand recognition as one of the content marketing goals. And % of the respondents regard potential customer development as a goal of content marketing, even though two-thirds of them are engaged in marketing work. Leadership is one of the content marketing goals of two-thirds of the respondents. This is the most popular keyword in content marketing in the past two years.
Only % of the respondents regard advertising revenue as one of the goals of content revenue, which shows that brands still have a long way to go before content marketing can be independently profitable.
% of marketers use social sharing to evaluate content marketing effectiveness.
Although only % of marketers regard advertising revenue as one of the goals of content marketing, % of marketers use website views as an indicator to evaluate the effectiveness of content marketing. This indicator is mainly used for advertising sales.
Many marketers (%) use social share rates and likes as metrics for content marketing, although a recent study conducted by Web Traffic Analytics found that there is no direct link between sharing content and whether the content is actually read. .
Confidence Only % of marketers expressed confidence in the metrics used to evaluate content marketing.
Although content marketing is beginning to be adopted by enterprises, only % of marketers express confidence in the indicators for evaluating content marketing. And % of marketers expressed some confidence in measuring the effectiveness of content marketing.
Marketers regard brand awareness index as one of the things they want to evaluate in the future.
% of marketers say they want to understand how much people’s thoughts about brands have changed because of content marketing?
% of marketers said they would like to know how many additional buyers content marketing brings to the company?
% of marketers expressed their desire to know how much overall brand awareness has been improved due to content marketing?
In addition, % of respondents said they want to know how much attention people pay to content marketing content, and % of marketers evaluate the success of content marketing based on the time consumers spend on the website.
Although most marketers plan to increase their content marketing budgets this year, according to the Content Marketing Institute ( ), many marketers are still unable to bring results to their businesses through content marketing.
This phenomenon is clearly reflected in the following aspects. Most marketers use advertising sales (website views/customer traffic) as content marketing metrics and rely on some proxy metrics (such as social circle share rate and clicks). Likes) and these indicators are not directly related to the effectiveness of content marketing for enterprises. Of course, % of respondents expressed no confidence in content marketing evaluation indicators.
Although most brands say they will have more budget for content marketing in the future, there is a gap between marketers’ confidence in content marketing indicators and their confidence in whether they can bring results to the enterprise.
If you want to know more information, you can click on this e-book about content marketing "Why Existing Metrics Are Flawed in the New Century of Content Marketing Evaluation (and How to Make Up for This Flaw)" ( ( )).
WhatsApp
