Tuesday, April 15, 2014

Connecting Content to ROI Is Critical in 2014, Say 78% of Search Marketers [Survey]

The 2014 Search Marketer Survey by BrightEdge aimed to uncover the sentiment around some of the burning questions of 2014, like, "How do we measure our content?" "Where do we get our data?" And, "How do we further our marketing careers?"
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The survey report, released this week, touches on questions in several areas such as rank, content management systems, SEO tools, content budgets, and more. Here's a look at some of the highlights, beginning with content.

Seventy-eight percent of SEOs said connecting content efforts to ROI in 2014 versus in 2013 will be "more important" (35 percent) or "much more important" (43 percent).


Eighty-four percent also agree that knowing the ultimate impact of traffic, conversions, and revenue will be "more important." And, if knowing the true impact of content could be achieved, 52 percent of survey respondents said they would allocate between 10 to 25 percent more budget to content strategy.
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Why all the mystery around content and content performance? Jim Yu, chief executive (CEO) of BrightEdge, says technology needs to be leveraged to connect the dots between content and ROI.
"In order to succeed, marketers need powerful technology that can help them harness massive data in real time, and a platform that can break down the silos within the organization, bringing content creators into the fold for seamless collaboration," Yu said.
BrightEdge’s page-centric approach to tracking and reporting has helped some marketers make the shift from keyword "(not provided)" data to a more holistic view of content performance at the page level, Yu said. 
In its recent survey, BrightEdge asked marketers about the shift from tracking keywords to tracking pages. Eighty-five percent stated the page-based approach would be "more" important or "much more" important in 2014. 
From the report:
"SEOs are also still focused on the business impact of the keyword (90 percent), though the shift in focus to the page leaves only 50 percent stating that measuring the business impact of the keyword will be more important in 2014." 
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