From ROI to Content Marketing Effectiveness
The vast majority of companies already have a content strategy. The Content Marketing Institute (CMI) indicates that 86% of B2C companies will continue to use it in 2017. They have learned well that content is king, and as such, they have it in mind in their Social Media strategy. However, it seems a bit complex to evaluate the taxes paid to this king, or at least the marks do not know how to do it.
According to Curata, 43% of marketers do not measure or record the ROI of their content. Many already give up. The CMI notes that 1 in 3 B2B companies and 41% of B2C feel unable to measure the effectiveness of their content strategy.
Is it really impossible? Probably the reason why companies do not know how to measure the results of their content marketing actions is because they really do not serve a clearly defined goal, they do not know what they intend to achieve with them. It is clear that it is not possible to know the result of something that has not been previously established guidelines, measurement indicators, or that has no specific intention.
Are companies on the right track?
Studies show a lack of connection between the ultimate goal of content marketing and how they measure their campaigns. Brands know what their objectives are, but they do not take into account the key indicators that determine them when it comes to creating their content marketing strategy.
On the one hand, improving brand recognition is a priority objective for 3 out of 4 companies; While only half of them value social interaction as an indicator of it, when it could be a very relevant KPI to take into account.
According to Wildfire, marketers believe that content creation fosters interactions and user confidence in the brand. One strategy to achieve this goal is to encourage users to participate actively in social conversation, providing their point of view and experience with the brand. With this type of actions it is also possible to influence the decision to purchase potential customers.
More than 80% of wildfire respondents indicated that they had changed their attitude to a product that they had read content generated by other users. This is especially the case for negative opinions, 80% of which affect consumers. These findings also coincide with those obtained by Bazaar Voice, where 51% of Americans prefer content generated by their counterparts before the one published on the corporate website of the brand.
This situation is especially relevant in the younger population. 84% of Millennials recognize that comments from others influence them when it comes to buying, And the younger ones say they do not buy any products unless they have found online reviews and articles that recommend it. Once again, the need to get users to share their positive experiences becomes clear.
Fortunately, companies are aware that they need the support of professionals to carry out these tasks. For this reason, 56% of companies have already delegated their content marketing strategy to specialized companies. A trend that will increase in the next year. 56% of companies have already delegated their content marketing strategy to specialized companies. A trend that will increase in the next year. 56% of companies have already delegated their content marketing strategy to specialized companies. A trend that will increase in the next year.