[Stat Watch] The Maturing Digital Acquisition Strategy
Web professionals are becoming more sophisticated in their approach to digital measurement, but there is still a lot of work to do according to the Content Marketing Institute (CMI).
For starters, business-to-business marketers surveyed in the "2016 Benchmarks, Budgets and Trends - North America" report from CMI indicated that while over the last six years website traffic has been the most often used metric to gauge success, they are now focusing on more sales-specific metrics, such as conversions. While this finding indicates a level of maturity in that marketers want to prove the return on investment of their content marketing initiatives, 55 percent of them do not know what successes or effectiveness looks like for this tactic or are at least unsure of it.
"We can do better," said Joe Pulizzi, founder of Content Marketing Institute. "The research shows that marketers who have clarity around success are more effective at content marketing than those who don't - they simply get better results."
One of the ways to increase the effectiveness of a team's content marketing efforts is to attach a call to action (CTA). E-newsletters top the list of content offers B2B marketers ask audiences to subscribe to (87 percent). This CTA is relevant to the majority of respondents' goal for content marketing, which is lead generation (85 percent).
Once a company has a person signed up to their email newsletters, they are better able to market to them and increase conversions (a focus for B2B marketers this year).
To learn more about growing your business through content marketing, go to wsm.co/growcm.
Other notable stats, include: