Report: 47 percent of content marketers struggle to measure ROI

As the strategy gains momentum—and budget dollars—in organizations around the world, communicators say they’re getting more savvy. However, measurement still confounds them.

Ragan Insider Premium Content
Ragan Insider Content

If content is king, marketers are making sure it stays on the throne.

A recent report by Content Marketing Institute and MarketingProfs surveyed more than 2,000 communicators around the world in a range of industries and organizations to reveal how they’re using content marketing—and what trends will rise in 2018.

Most B2C marketers use content marketing (86 percent), and 60 percent said that their organizations are highly committed to using the strategy—the same amount as in 2016.

Content marketing strategies will continue to gain momentum, however—37 percent of marketers said they expect their budgets for content efforts to increase over the next year.

Executive approval and bigger budgets for content marketing are probably manifesting because communicators are securing more wins with their efforts—if only slightly.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.