A new study conducted by the Content Marketing Association (CMA) has determined that measurement continues to be seen as a critical factor as dedicated spend is set to grow over the next 12 months.
Measurement is considered to be ‘very important’ to a content marketing strategy by 73 per cent of senior level marketers; with half of marketers currently spending 6-15 per cent of their content marketing budget on. Almost half of respondents (45 per cent) are planning to increase their measurement budgets within the next year, and 56 per cent have ‘automatically’ offered it as part of their strategy.
In addition, the research indicates a high demand to ‘expand the boundaries’ of content marketing measurement, with 68 per cent claiming marketers should seek to measure emotional engagement.
Managing director at the CMA, Claire Hill, said: “Measurement is central to the content marketing industry and this research proves how critical it is to senior marketers. It is great to see the industry joining together to address the key challenges, growing budgets to stay at the forefront of measurement and ROI.”
‘The Measuring Effectiveness Report’, was conducted with senior level marketers, including the CMA membership of over 40 companies, plus brands such as British Gas, Sainsbury’s Bank and Barclays UK. It is the fourth report in a series consisting: ‘Video Engagement Industry Report’, ‘The Role of Social in Content Marketing’ and ‘Content Marketing and Data Intelligence’.
Download the full report here