Content measurement ‘critical’ for marketers

Marketers are to up their spend on measurement over the next year as it becomes a “critical” facet of content strategy, new research suggests.

Close to half of senior marketers (45 per cent) polled by the Content Marketing Association (CMA) say they’ll spend more on measurement tools - like analytics and social listening platforms - with 74 per cent citing measurement as “very important” to their marketing strategies.

Currently, half of marketers spend between six and 15 per cent of their marketing budgets on measurement, but this is to jump in the coming year as brands recognise its importance.

However, while 50 per cent of marketers said they thought it’s possible to accurately measure content’s return-on-investment, 52 per cent were sceptical, questioning whether a single, universal metric was really achievable.

When it comes to specifics, ‘action’ (44 per cent) and ‘interaction’ (41 per cent) were cited by marketers as the most important measurements of content marketing success, with 45 per cent citing views as the least important.

“Measurement is central to the content marketing industry and this research proves how critical it is to senior marketers,” said Clare Hill, the CMA’s managing director. “It is great to see the industry joining together to address the key challenges, growing budgets to stay at the forefront of measurement and ROI.”

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