An eBook released by Contently this June revealed that approximately 90 percent of marketers are not confident in the way that they measure the effectiveness of their content. About 69 percent of respondents stated that they are using page views and unique visitors as metrics. However, about 50 percent claimed that they would like to create a way to measure the attentiveness of website visitors.
These statistics highlight the fact that marketers are still facing challenges in terms of gauging the impact of their efforts. That being said, there are tools and strategies that marketing teams can adopt to overcome these hurdles.
Derek Edmond notes in an article for the Content Marketing Institute that Google Analytics can also be a valuable tool for tracking “less sales ready” assets. Take images, case studies and videos for example. By adding coding within the links associated with these assets, you can determine how website visitors are interacting on your pages.
Furthermore, Google Analytics can help marketers determine more than just the number of page views received each month – everything from audience demographics to mobile traffic can be tracked with Google’s program.
Marketing content may be distributed through the company website or various social media outlets, and all of these channels need to be monitored to determine ROI, according to MarketingSherpa. Tracking these small details can give marketers a better idea of where they are having an impact, as well as where they need to make improvements.
Some websites such as Facebook provide analytics to page owners who want to view the performance of their profile over time. More complex tools such as HubSpot can benefit marketers who want to track inbound marketing efforts ranging from email campaigns to blog posts.
Although 90 percent of marketers lack confidence in terms of how they measure their efforts, new technology and analytics are giving them options. The marketing automation industry is predicted to grow by 60 percent in 2014, according to the Customer Experience Matrix, indicating that marketing teams will have even more resources to turn to in the future.