Lead generation is the most important content metric for gauging marketing success, according to a new report published by SEO platform Publicity.ai. The study also notes that the knowledge and assistance provided by “outside specialists” are key to helping content decision makers.
The Content Marketing and Distribution: From a Leadership Perspective report takes a closer look at the “needs of content marketers.” Analytics has become a core aspect of driving return on investment (ROI) for content campaigns, and 55 per cent of respondents said that lead generation and nurturing data is the top metric for measuring success.
Marketers also said that consumer engagement (52 per cent) and website traffic (46 per cent) are among the most useful metrics, but they are less enthusiastic about the ability of search engine rankings (20 per cent) for measuring performance, while sales revenue also features lower down the list.
There also appears to be a disconnect between what marketers believe are critical metrics and major objectives and their usefulness during campaigns. For example, 47 per cent said that brand awareness is a top priority for content endeavours, but only a third said that the metrics that they received are of use in tracking results and informing future decisions.
“The most effective content marketing and distribution strategies not only consider the importance of objectives but also the usefulness of measuring them,” the authors of the report said. “From a practical standpoint, if achieving an objective cannot be measured, it is less useful than objectives that can be measured.”
Recent studies have indicated that content marketers are struggling to deliver truly effective campaigns, and this trend is again highlighted, as more than half said that their marketing and distribution strategies are only “somewhat successful”, which shows that there is still vast room for improvement.
Other interesting takeaways include the fact that 86 per cent of content marketing decision makers leverage either external resources, outside specialists or a combination of both. This not only underlines the vital role that a digital agency can play in the marketing mix but shows that execs are eager for relevant content. Meanwhile, search engine marketing (SEM) is considered the best-paid channel for distributing content.