eMarketer estimate that nearly nine in 10 US B2B marketers will use digital content marketing this year. But a study by the Content Marketing Institute, MarketingProfs and SEO platform Conductor found that only 49% of B2B marketers in North America measure their content marketing ROI.
When B2Bs do measure their content’s performance, they track page views, qualified leads, unique visitors and downloads, according to SiriusDecisions. A similar study of B2Bs by Spiceworks also found that clickthrough rates, qualified leads and content downloads were among the most commonly tracked metrics. Read the rest at eMarketer.