Content marketing is an increasingly important tool for many associations, but it’s easy to get caught up in the motions without actually hitting your true goals for all that effort.
That’s a point that the 2019 Content Fitness Report [registration], from Heinz Marketing and PAN Communications, hits on. The annual report, which tries to get a better understanding of the strengths and weaknesses in content marketing departments, finds plenty of positives for marketers (including better cross-departmental integration of content marketing efforts), but there’s evidence that things may not be fully connecting just yet—or that it may only be doing so intermittently.
An example of this is ROI, where there is evidence of backsliding. Last year’s edition of the report found that 62 percent of respondents weren’t confident in their ability to properly tie content marketing efforts to ROI. This year, the number is up to 68.9 percent—lower than the 71 percent seen in 2017, but evidence of something of an annual yo-yo effect around ROI. A similar yo-yo effect was seen in content marketing integration with strategy, which 62.5 percent of respondents in this year’s study said their programs were—up from 46.5 percent in 2018.
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