37% of marketing teams don’t understand content analytics


A recent study reveals brands still lack content analytics skills needed to create competitive campaigns.

Search engine optimization will only grow more sophisticated, considering Google’s new Hummingbird algorithm and it’s movement to withhold the majority of keyword data (it’s peaked at around 80 percent now). In response to these changes, marketers are forced to look beyond basic website metrics, something that will prove difficult because content analytics remains a weak spot for 37 percent of companies.

As the search engine marketing landscape continues to evolve, brands have a choice to make: Develop those skills or find strategists who have them. The Online Marketing Institute’s State of Digital Talent survey found employers are acutely aware of this knowledge gap, and 76 percent said it’s important to bring people into the fold who have solid analytics skills.

One resource that seems virtually untapped is outsourcing. The Content Marketing Institute’s 2014 B2B Trends report found that only 13 percent of marketers outsource their analytics and measurement. B2Cs were slightly ahead, with 15 percent of respondents reporting they outsource these duties.

If marketers choose to keep all content creation and evaluation in house, there are innumerable resources online and available through Google Analytics that can help. However, this approach might stall campaigns or cause brands to miss opportunities while marketers ramp up their content analytics skills and learn how granular insights can inform editorial calendars.

See on www.brafton.com



Categories: Analytics, Content Marketing

Tags: ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Gigaom

Technology news, trends and analysis covering mobile, big data, cloud, science, energy and media

The healthy rawr chic

You must be willing and determined to achieve a state of mind, body, and soul beyond what this world imagines could be possible. —Mayra Mejia BA MS

Brand Leadership Blog

The leading forum worldwide for executives and researchers addressing the challenges of building and sustaining great brands

INSIDEDIGITAL

Intelligence for Brand Marketers

Digital Buzz Blog

INTELLIGENCE FOR BRAND MARKETERS

ciaobasta

Startups, entrepreneurs, ideas. Let's make it informal

Brian Solis

INTELLIGENCE FOR BRAND MARKETERS

HubSpot Marketing Blog

INTELLIGENCE FOR BRAND MARKETERS

ReadWrite

INTELLIGENCE FOR BRAND MARKETERS

Marketing Pilgrim - Internet News and Opinion

INTELLIGENCE FOR BRAND MARKETERS

advergirl

INTELLIGENCE FOR BRAND MARKETERS

Posts from the Econsultancy blog

INTELLIGENCE FOR BRAND MARKETERS

Get Elastic Ecommerce Blog

INTELLIGENCE FOR BRAND MARKETERS

%d bloggers like this: