Use Documented Strategy to Track Content Marketing ROI (REPORT)
We’d all like our content marketing efforts put in some understandable context so we’ll know all our hard work has not been in vain. Everybody keeps telling us ya gotta track content marketing ROI. Here, I thought I was one of a few marketers having an issue with it. ‘ turns out I’m not, and that tracking content marketing ROI is a challenge most brands still have.
But, there’s hope for all of us. According to a study on 2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America from MarketingProfs and Content Marketing Institute, a well-documented strategy can offer new insights.
Some of the key points to take away from this comprehensive report specifically relating to documented strategy include:
- 60% of those who have a documented strategy rate themselves highly in terms of content marketing effectiveness, compared with 32% of those who have a verbal strategy.
- The 35% who have documented their strategy are more effective in all aspects of content marketing than those who have not.
- You need a documented strategy (not just a verbal one!) if you want to be an effective content marketer.
- Those who have a documented content marketing strategy (23%), are the most likely to say they publish new content daily.
- 70% of B2B marketers are creating more content than a year ago.
- Just 21% of content marketers report that they’re successful at tracking ROI.
- The most effective marketers, as well as those who have a documented strategy, use all of the following paid methods a bit more frequently than the overall sample, except for print/other offline promotion, which they use a bit less frequently:
Other key points to take away:
- With regard to marketing tactics, Infographics have had the largest growth in usage – from 51% to 62%.
- The most popular and most effective social media channel for B2B marketers is LinkedIn.
- The most effective tactics for B2B marketers are live events.
- Over 50% of B2B marketers plan to increase their content marketing budgets during 2015.
Not sure about you, but having learned (from the best) that using a documented content marketing strategy helps increase effectiveness in all areas of content, I plan to implement one pronto! And I hope you will too.