Content marketers are incredibly uncertain about how they're measuring the success of their content.
That's the most striking takeaway from Contently's new research report, "A Crisis of Confidence: The State of Content Marketing Measurement." The content measurement debate has reached a crescendo so far in 2014, as content marketers are increasingly challenged to tie their efforts to true business results.
In April and early May 2014, Contently surveyed 300 marketers split evenly across B2B and B2C businesses about their content goals and measurement practices. Here are some key findings:
• 90 percent of marketers expressed uncertainty that their key content metrics are effectively measuring business results.
• 73 percent of marketers said brand awareness was the goal of their content.
• 69 percent of marketers said that they were using pageviews and unique visitors to measure content, while fewer than half are examining time on site. Yet, 50 percent of respondents expressed a desire to be able to measure how much real attention users are paying to their content.
• 7 percent of respondents are not measuring the success of their content in any way.
Dive into these and other insights and find out what they mean for the fast-growing content marketing industry. Download "A Crisis of Confidence: The State of Content Marketing Measurement":