... senior level CMA marketers, reflecting the views of over forty companies.
Also contributing to the report were major brands such as Sainsbury's Bank, Barclays UK and British Gas, as well as ad agencies including iris, Ogilvy and McCann.
This found that 73% of respondents regarded measurement as very important to their content marketing strategy, with half of marketers currently spending 6% to-15% of their content marketing budget on this area.
Nearly half (45%) of respondents said they were planning to increase this spending in the coming year, with 56% already automatically offering measurement as part of their content marketing strategy – thus demonstrating its importance in the industry.
However, only half of those surveyed thought it possible to accurately measure content marketing's ROI, and a similar proportion (52%) doubted whether a universal metric was achievable.
Most (91%) thought that content marketing effectiveness metrics could include long-term brand health measures such as favourability/likeability, trust, consideration and propensity to buy.
The key to the CMA’s success is informing and educating both clients and members about the latest thinking in all areas of content marketing, while showcasing the talents of its members as they plan and produce ever-more effective and innovative strategies and creative work.
Read the original unabridged Warc.com article.