Marketers are spending most of their time at the creation stage of content marketing and overlooking measuring its success, according to research from Sticky Content.
When asked how much priority they gave to digital content creation, just over 57 per cent stated they spent most time on the briefing, writing and editing process.
In contrast, 53 per cent of respondents admitted they spent the least time on measuring, auditing and reviewing content, with only 5 per cent citing this as a top priority area.
Other stages of the process received a more even spread of time, with just over a quarter of respondents dedicating the most time to content delivery, and 12 per cent on planning.
The findings indicate B2B brands are aware of the importance of digital content, yet are reluctant to prioritise it and place it at the core of their business.
