Content marketing measurement is something that has received a lot of attention lately, and it’s not hard to understand why. According to our new research, B2B Content Marketing 2015: Benchmarks, Budgets and Trends – North America:
- Forty-nine percent of B2B marketers struggle with measuring content marketing effectiveness (up from 33 percent last year).
- Only 21 percent of B2B marketers are having success tracking ROI.
In fact, when we had our Executive Forum in the spring, finding the best way to measure was the “big idea” most of the marketing leaders wanted to solve.
That said, to solve this challenge, it’s useful to understand where we are so we can see what makes this so difficult. The second video in our B2B research roundtable series talks about the challenges that marketers are facing and offers one key solution to consider.
A big thanks to Ardath Albee, CEO and Marketing Strategist at Marketing Interactions; Carla Johnson, Principal at Type A Communications and Vice President-Thought Leadership at the Business Marketing Association; Nick Panayi, Head of Global Brand and Digital Marketing at CSC; Gary Van Prooyen, Senior Director, North America Demand Center at Motorola; and Steve Rotter, Vice President, Digital Marketing Solutions at Brightcove, for participating in this conversation.
A Single Version of Truth: One Key to Content Marketing Measurement Success
