Marketers have a problem with measuring content marketing.
Business-to-consumer (B2C) content marketers struggle with effectively tracking their content marketing return on investment (ROI), according to the findings of the fifth annual content marketing study by MarketingProfs and the Content Marketing Institute.
(That's also true of business-to-business (B2B) content marketers, the B2B version of the study found.)
Only 23% of B2C marketers say they are successful at tracking the ROI of their content marketing program, and nearly as many (21%) do not track ROI at all, according to the study: B2C Content Marketing: 2015 Benchmarks, Budgets and Trends—North America.
Moreover, fully 51% of B2C marketers say measuring content effectiveness is a challenge.
How can marketers be more successful at measuring content marketing effectiveness? It helps to have a documented content marketing strategy: 43% of B2C marketers who have a written strategy say they are effective at tracking ROI.
In fact, having a documented strategy helps increase effectiveness in all areas of content marketing, the research shows: