Organisations are now more confident in their ability to align content marketing campaigns with ROI, but many still believe that analytics and automation are major blind spots, according to a new study published this week by Heinz Marketing and PAN Communications.
The 2019 Content Fitness Report found that 68.9% of brands are now successful in their efforts to tie content marketing to ROI, which is 6.9% higher than the figure recorded in the report last year but short of the 71% that said so in 2017.
The study noted that “consistency” from one year to the next remains a problem for enterprises in terms of content marketing integration, measurement and ROI. Around two-thirds say that they have been able to integrate content marketing with strategy.
“It’s something that marketers should strive for in the near future as they work toward content resonation, authenticity and trust, brand awareness, and standing out amongst key competitors as go-to thought leaders within their industry,” the report’s introduction revealed.
For brands with additional resources to spend on content this year, 30% say that they are going to funnel investment into channel diversity. Meanwhile, 27.8% would be eager to build stronger content development resources and a similar number want to spend more on cutting-edge tech and new tools.
Organic methods remain the focus for respondents as just 12.2% say that they would choose to invest in paid reach tools. To improve their organic reach, marketers admit that they need to address a deficiency in storytelling.