Site Visits, Social Shares Measure Content Marketing Success in Europe - eMarketer

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Site Visits, Social Shares Measure Content Marketing Success in Europe

Return on investment, sales are less important metrics

May 18, 2016

More marketers in Europe use the number of visits to their websites as a measuring stick for content effectiveness than any other metric, according to research from HubSpot and Smart Insights. Over 75% of those surveyed said they checked those figures in March 2016.

Marketers also commonly used social shares of marketing content as a metric when determining effectiveness, as well as leads and SEO traffic. Return on investment, meanwhile, a traditional metric to measure effectiveness, though a difficult one to calculate, is used less than half of the time, just 43%.

For content marketing, marketers in Europe are more concerned with metrics like visits and shares than sales and ROI.

Challenges of Managing Content Marketing According to Marketers in Europe, March 2016 (% of respondents)

But marketers in Europe also admit they struggle to measure effectiveness and ROI when it comes to content. A majority (55%) said they had difficulty with measurement. Budgeting, on the other hand, is far less of a concern: Only 39% of those surveyed said they felt budgets and convincing others to buy in to be a challenge.

So while content marketers are less preoccupied with measuring success via traditional metrics, they’re subsequently increasingly concerned with things like developing sufficient content and figuring out how to best measure those metrics effectively.

About two-thirds (65%) of marketers in Europe expect to spend more on content promotion in 2016; less than half of those surveyed plan to spend more on paid AdWords or advertising, which reflects the general trend of shifting away from traditional choices like paid advertising.

A May 2016 Yahoo and Enders Analysis report estimates that digital content marketing spend in Europe will total €1.00 billion ($1.11 billion) in 2016, a total that will rise to €2.12 billion ($2.35 billion) in 2020.

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