Why marketers are still struggling to measure the ROI of content

Why marketers are still struggling to measure the ROI of content
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at liz@techforge.pub.

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Marketers are still struggling with both measuring the impact of content and in personalising content, according to a new report from Rapt Media.

The report, The future of Content: Measuring Content Performance, showed that more than half (59%) of the 500 marketers surveyed said that gaining deeper insights is their biggest concern when investing in content.

Similarly 60% said that they were unable to measure ROI on the content that they produce.

The desire to measure is there however with 98% saying that they would be more willing to invest in content technology if it addressed their measurement concerns.

The report also showed that marketers had little faith in the relevancy of their content and its ability to serve different audiences. Nearly half of those surveyed (47%) said that content wasn’t versatile enough and couldn’t be leveraged across multiple mediums and devices. Three quarters said that content today can’t be personalised sufficiently for different audiences.

“To prove that content is effective it has to be measured in a way that shows how it truly engaged and resonated with audiences,” said Erika Trautman, founder and CEO of Rapt Media. “Creating one-size-fits-all content and distributing it across different channels doesn’t accomplish personaiisation and it is no longer a viable strategy for creating meaningful connections,” said Trautman. She said marketers should prioritise improving the personalisation of their content before they even think about distribution.

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