New Content Marketing Research: B2C Challenged with Measurement

“This is the third year we’ve reported on B2C and it’s been interesting to see how their use of content marketing has evolved. One of the key findings this year is that B2C marketers, like their B2B counterparts, are having difficulty measuring how successful their content marketing programs are.”

I saw this article from the Content Marketing Institute about measuring ROI on content marketing efforts for B2C organizations. Now we track ROI very closely and have a good understanding of the measurable returns on our content. So it is not a question of being able to track, I think the biggest question is the framework you are using to measure. Successful content marketing will take a longer amount of time and have a much broader impact than traditional advertising tactics. In fact, the best content marketing is not a tactic at all but a part of your offering.  The best content marketing is also a sign that you care about the customer.  You care that they know your product and you care that they are successful.