Businesses are starting to build around digital content.
Marketing Content Strategy

Companies Embrace Digital Content, but Fail to Track Results

After years of marketers singing digital content’s praises, it appears businesses are finally catching on. New research from LookBookHQ’s annual State of Content Marketing report reveals that content has finally been accepted as a mainstream digital strategy for businesses. Fifty-four percent of surveyed businesses reported that they produce at least one piece of digital content every two weeks, while 29 percent of companies produce multiple digital items on a weekly basis.

The transition toward greater content production has triggered a change in the type of work demanded of marketers. One-third of all marketers surveyed said they are now being asked to produce two to five blog entries per month, for instance. Meanwhile, the percent of marketers who do no blogging at all is less than half that, at 17 percent.

Perhaps most importantly, companies are starting to see how their digital content production can help target consumers and drive business. Yet despite the spread of digital content, the report also revealed a startling disconnect among businesses. Even as they are widely embracing content as a strategy, a mere 37 percent of those companies track that content’s engagement.

In other words, 37 percent of companies are flying in the dark when it comes to content. They are following recommendations and publishing to digital properties, but they have only a limited understanding of how that content is performing and what types of returns it is creating.

Measuring this strategy’s success is all about quality over quantity, LookBookHQ said in a related release. “While readers may not spend an extensive amount of time engaging with a particular content asset, it’s not necessarily a surefire sign of ‘ineffective’ content. While it’s easy to get hung up on impressions, downloads, and engagements, remember that the effectiveness of content should be measured across the buying process.”

The report notes that 51 percent of companies are using content to enable sales, however it also found that 24 percent of businesses consider target-audience engagement to be their content strategy’s greatest barrier to success.

This figure lines up closely with the 23 percent of businesses that believe they don’t have the tools to measure effectiveness. And those numbers only count the companies that are aware of their shortcomings in measuring content performance results—only 12 percent reported that they feel fully capable of aligning content with their goals as well as tracking that content’s performance.

Effective digital content targets many goals at once, including brand loyalty, brand engagement, sales efficacy, and more. While businesses are eagerly adopting content creation, they’re still building the tools to measure how helpful that content truly is.

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