Many of the companies include content marketing within their strategy. According to CMI, this is at least the case for 77% of B2C companies in the United States. The problem comes when it comes to measuring the profitability of these efforts. As stated in this report, prepared by the Content Marketing Institute (CMI) and MarketingProfs, only 23% of these companies admit that they effectively measure the performance of their investment in content marketing. Therefore, still more than 3 out of 4 of these organizations have problems knowing the ROI in this regard. As if this were not enough, 32% of them admit their high degree of dissatisfaction with the impossibility of measuring the performance of their content strategy.
What metrics do companies use to measure the ROI of content marketing? The study analyzes the evolution of ROI measurement in the last 2 years. Thus, we can see that web traffic is the main index (62%), although Kuwait WhatsApp Number List with a lower representation than in 2013, and the same as in 2012 (62%). As a novelty, this year companies have begun to take sales into account as a benchmark for the effectiveness of their content marketing strategy.
On the other hand, SEO and the time spent on the page have slightly lost their weight to perform this scale. 38% of companies take it as a reference, while in previous years it exceeded 41%. For its part, the conversion rate has also been incorporated as a new indicator of ROI by 39% of the organizations participating in the study. Other indications of the good work done in content marketing are positive feedback from customers (35%), along with increased subscriptions (34%), increased brand awareness (23%) or quality of leads (16%). In contrast, social interactions are not reflected in the study as a metric currently used, although they were used in the previous 2 years (52%).
Definitely, measuring the effectiveness of online marketing actions whose result is not reduced to merely quantitative statistics, nor is it possible to establish direct attribution, continues to be the workhorse for companies. It is necessary to continue deepening in this matter, establishing monitoring parameters and easily measurable objectives, in order to obtain a more approximate orientation on the results obtained.