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INFOGRAPHIC: Only 28% brands can measure content ROI

Only 28 per cent of brands are able to measure ROI on their content marketing, despite 63 per cent having a dedicated content marketing budget, according to new research carried out by Redshift Research on behalf of Bite.

The report reveals that 68 per cent of B2C and 53 per cent of B2B brands were found to have a budget dedicated to content marketing.

The key benefits of content marketing were found to be driving sales (67 per cent), customer retention (52 per cent) and customer loyalty (51 per cent).

However, despite 43 per cent of those surveyed believing content marketing was a board priority for their company, only 31 per cent of marketers saw it as essential to their business. Plus, 32 per cent said content marketing was only worth experimenting with.

Still, nearly two-thirds (61 per cent) of marketing leaders said they spent just half a day or less on content marketing related activities. Among their teams there was a similar trend with over half failing to spend more than three hours a week on content-related work.

The study also revealed the types of content brands are producing. Social media content was produced by 71 per cent of brands and was seen as the most effective by 53 per cent. The second most common form of content was whitepapers, produced by 38 per cent and seen as the most effective overall by 24 per cent.

Mike Harvey, head of content at Bite, said: “Content marketing is one of the most powerful methods brands have in engaging their customers, yet it is also one of the most hyped and misunderstood.

“It’s great news that so many brands are dedicating budget to content but unless it is conceived using a deep understanding of its intended audience, based on the brand’s DNA and to high editorial standards, the danger is it will just end up as content pollution rather than enriching its recipients’ lives.”