STUDY: 90% of Content Marketers Lack Confidence in Their Data

big ass data

A recent study released by software provider/publisher of excellent hack-turned-flack editorials Contently combines two of the hottest topics in PR today: data and original content.

As our headline notes, the vast majority of participants in the study aren’t comfortable with the relationship between the two: 90% say they aren’t sure that they’re measuring the success of their material effectively and a small but still surprising 7% aren’t measuring it at all.

Some other slightly surprising findings:

  • 65% are using social shares to measure success, though another study published in February revealed an unfortunate truth: people share things they don’t actually read all the time
  • 50% of participants say they want to be able to measure how much “real attention” readers are paying to their content beyond clicks and unique visitors
  • On that note, less than half are actually measuring time spent on sites

Here’s a chart:

Contently

The big question: what would marketers like to...

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