Most business-to-business (B2B) marketers do some sort of content marketing, but they often do not measure the payoff of their content efforts.
eMarketer estimates 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.
“Most B2B marketers only think about leading measures, which just show initial engagement and impact,” said Jillian Ryan, principal analyst at eMarketer.
“While that is important, B2Bs must consider the lagging metrics of their content-driven marketing to understand how content drives audience behavior across the customer journey.” Read the rest at eMarketer.