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February 13, 2015: Kevin Lee, writing in ClickZ.com this week, notes that something ominous is concealed within the Content Marketing Institute’s annual “State of Content Marketing” Report: the fact that while content marketers are publishing more content than ever, their ability to reckon the effectiveness of this content remains impaired. “Sadly,” writes Kevin, “it seems to be a lot of firms – in fact about one in eight companies surveyed by the CMI not only didn’t have success tracking their content performance – they admitted that they didn’t track at all. Only a tiny minority – 5 percent – of respondents reported that they were “very successful” at tracking content ROI. Only 21 percent considered their tracking efforts ‘successful.'”
Kevin notes that “tracking content performance isn’t rocket science,” and provides four hypotheses to explain why so many brands find this chore a challenge. They include the observational truth that good analytics people remain hard to find (and may perhaps be undercompensated relative to their actual contribution to the organization’s bottom line), that institutional silos have persisted far beyond their shelf expiration date, that content marketing efforts remain undervalued in many organizations, and that content marketing ROI appears to be much harder to compute than expected.
He writes: “I’m bullish on content marketing, because I’ve seen what it can do to transform Web properties from forgotten losers into lead- and profit-generating winners. But the only reason I can make this kind of statement is that I have the numbers – the actual traffic, referrer, and conversion data – to support it. And I’d counsel any content marketer who wants to succeed to set up a tracking system before – not after – publishing a single piece of content to the Web.”
Kevin has covered the issue of content marketing ROI issue on ClickZ before, most recently, in its January 30th, 2015 edition, in an article entitled “Show Me the Content Marketing ROI.”
Read complete article on ClickZ.com:
http://www.clickz.com/clickz/column/2395180/everybodys-publishing-content-but-is-anybody-tracking-it
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