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NEWS: Marketers struggling to measure ROI on content campaigns

The main content marketing challenge facing B2B marketers is measuring and reporting on ROI, a new report by B2B Marketing has shown.

Fifty-three per cent of the 122 marketers surveyed said ‘difficulties measuring ROI’ is one of their main struggles, worryingly up 19 per cent since 2014.

'Resource limitations’ is also a top issue (chosen by 48 per cent), followed by ‘cutting through the noise’ (38 per cent) and ‘creating interesting content’ (36 per cent).

Meanwhile, the report revealed that 48 per cent of B2B marketers believe their organisation is either ‘weak’ or ‘very weak’ when it comes to data analytics.

Organisations should look to address these skils gaps in order to conquer other issues, Alex Aspinall, head of content at B2B Marketing, explained: “In many ways data, and specifically its interrogation, is the secret ingredient of successful content marketing. Used properly it can help marketers understand what types of content prospects are looking for, highlight what worked where and why, and allow marketers to quantify just how valuable recent marketing investments have been.”