Brands Struggling To Prove Content Marketing ROI

During Digiday’s “WTF is Content Marketing” event held in London, the top marketing executives from Europe gathered to talk about what they are struggling with in the marketing industry. A common theme was noticed: brands, publishers and agencies alike all struggle with realizing the return of their investments.

Even though challenges around return of investment have existed since marketing started, the new age’s platform has given it new dimensions, dirtied by issues of decreasing organic reach, congested news feeds, and soaring influencer invoices.

Three brands who attended were asked what their biggest challenges were around the issue.

TUI Group’s Rachel Hawkes, head of social

One of their biggest challenges is connecting all the different technology they use. It is important to ascertain that all technologies are integrated. An example is they are combining analytics from their user-generated content tool, Curalate and their on-site analytics. That way they can check if someone has browsed through and completed a purchase using their UGC.

BP’s Ben Jefferies, global head of digital publishing

For them, return of investment is slightly different. They have a small in-house content team, and they need to make sure the team is generating value, in contrast to spending millions on an agency or a content marketing consultant to make content for them and then measuring all of that. One of the challenges in today’s age is that social media can generate data instantly. Not all content is measurable with data connected to it. This brings benefits and also challenges, when trying to make sense of what the data means.

Birchbox’s Beth Squires, senior content manager

Conversions with return of investment are not necessarily everything for them. Their goal is brand-building, hashtag or engagement use and content value in the company. The challenge is figuring out how to evenly distribute their time. There are many platforms, and they intend to spend their time where ROI can be seen and measured. However, they desire to be an innovative company that uses the same platform as their customers. Snapchat, as an example, is hard to measure, but they see some evidence that it works through talks and comments in Facebook and Twitter. Even though its word of mouth, they still spend extra time for it.

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