Study Finds Marketers Create More Content, But Find It Ineffective

Jan 14, 2016

Contently launched a new study, Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry.  Between November 24 and December 2, 2015, Contently surveyed 632 marketers with an online survey of 25 questions. Of the respondents, 31% identi?ed as B2B marketers, 18% identi?ed as B2C marketers, while another 49% work across B2B and B2C businesses.

The survey found, 73% of marketers created more content in 2015 than they did in 2014. And 51% ranked their content as average, not very effective, or not at all effective. Email was selected as the most effective organic distribution channel, while Facebook was the most effective paid distribution channel.

According to the survey, 30% of respondents still don't have a tool or platform that provides data on their content. Lead conversion (32%) is the most  popular metric for measuring content marketing success, followed by social shares, and likes (19%) and pageviews (15%). Only 10% are very confident that their content metrics are measuring business results.

Of the respondents, 37% cited time as their biggest challenge when it comes to creating effective content, up from 11% last year. 

Although content marketing has matured as an industry, it still seems that marketers aren't sure how to measure their content's effectiveness, or how to make it more effective. 

In his annual industry review, Contently co-founder Shane Snow referred to this year as the "tipping point" for content marketing, a time when great brand publishers will separate themselves from the rest of the pack with sophisticated content strategies. In 2016, it'll be harder for marketers to coast on creativity. After all, brands aren't just publishing blogs-they're navigating all of the opportunities and challenges that come with being a fully formed media operation.


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