A majority of marketers are not confident of their ability to measure the impact of their content strategies. As per the annual study by PAN Communications called the ‘Content Fitness Report,’ 69% of marketers reported being not sure in their content measurement strategy. Over 55% of marketers also said that their content marketing efforts are not being attributed to revenue.
As far as the skillsets are concerned, for marketers, the most lacking skill within their content marketing team is data and analytics at 16.9%, followed by storytelling at 16.5%, coding at 13% and marketing automation at 16%. The ‘Content Fitness Report’ included responses from 125 marketers based in the U.S.
Thought leadership and brand awareness initiatives remain the top goals for marketers’ content programs, according to the study. Consistency year-over-year continues to be a struggle in terms of measurement, ROI, and content marketing integration. Experts believe that it’s something that marketers should strive for shortly as they work toward authenticity and trust, content resonation, brand awareness, and standing out amongst key competitors as go-to thought leaders within their industry. Over 60% of respondents to the survey agree that thought leadership and executive programs should become a content priority.
Experts have observed that marketers are slowly working towards content integration, but their approach remains inconsistent. The goals shift depending on skillsets, size of team, and the number of departments involved that causes inconsistencies in the integration of social, PR, creative, and paid efforts. But 2019, is seeing better integration in order to satisfy the needs of the business.
Experts believe that marketers are also plagued with shiny objects. When they master one measurement solution, and then a new platform comes along, this becomes a top priority. The answer is to master data and analytics that are coordinated with the impact. Once the expectations are aligned with the C-suite, marketers will have a better sense of delivery methodology and pivoting in the right direction at the right time.
Budgeting priority lies within channel diversity, creative development, and martech tools. Paid social and syndication seem to be lost in the battle for content marketing budgeting rights. It is seen that paid social and syndication are being overlooked.
The ‘Content Fitness Report’ details that over 30% of marketers put diverse channels targeting specific audiences on their wish lists like video, podcasts, eBooks, webinars, and white papers. This is followed by paid social and syndication at over 27% and hiring additional creative personnel or hiring an agency or freelancer is at 12%.
It is observed that only makes sense for different departments to align their strategies and goals when it comes to content marketing. An impact on brand revenue correlates with the unique perspectives using SMEs and data, an exceptional content marketing experience, and the brand’s advocacy initiatives to bring storytelling to life.