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Globally used metrics for content marketing engagement – ​​Image: Xpert.Digital

In a May 2019 survey of global marketing professionals on measuring content marketing engagement, 51 percent of respondents stated that they considered the number of leads generated to be the most important metric for measuring content engagement. The number of new or returning visitors was also a crucial metric for half of the marketers surveyed.

What are the globally used measurement metrics for content marketing engagement?

• 51% – Leads generated
• 50% – New/returning visitors
• 43% – Conversion rate
• 32% – Likes/Comments/Shares
• 29% – Time spent/Views
• 25% – Number of downloads
• 10% – Page/Scroll Depth

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• Lobbying – a key area and marketing tactic of the public relations industry
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Content marketing types most trusted by target audiences in 2019 – Image: Xpert.Digital

In a survey conducted in May 2019, global marketing professionals were asked what they believed to be the most trusted types of content among their target audiences. Sixty percent of respondents indicated that research and case studies were most valued by their audiences, while 34 percent said the same about photos and infographics.

What types of content do readers trust most?

• 60% – Research/Case Studies
• 34% – Photos/Infographics
• 31% – Blog posts/articles
• 30% – Email/e-newsletter
• 30% – Videos/Moving Images
• 28% – Webinars/Online Events
• 23% – Traditional/Digital PR

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• Most effective social media advertising formats for PR and content marketing, for both B2B and B2C
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Content marketing challenges worldwide – Image: Xpert.Digital

In a mid-2019 survey of global marketers, slightly more than half of the respondents indicated that their biggest challenges in content marketing were creating content that generates high-quality leads and attracts more traffic. Developing relevant content and improving their SEO performance were also cited as challenges by 45 and 44 percent of the surveyed marketers, respectively.

What are the content marketing challenges?

• 54% – Create content that generates high-quality leads
• 52% – Create content that attracts more visitors
• 45% – Developing content that resonates with the target audience
• 44% – Improvement in the SEO performance of our content
• 34% – Finding ideas for creating new content
• 30% – Proof of ROI for our content
• 26% – Proof of the effectiveness of our content marketing strategy
• 25% – Identifying the most efficient channels for content distribution
• 21% – Workflow coordination
• 18% – Organization and management of content marketing campaigns
• 16% – Hiring of highly qualified specialists
• 14% – Searching for the right content marketing technologies
• 13% – Maintaining a consistent tone across all content marketing channels
• 4% – Other

We provide you with numerous further insights into figures, data and facts that can help you optimize and expand your marketing:

• Customer Demographics Library – Demographics Knowledge Database (PDF)
• Online Marketing Library (PDF)
• E-Commerce Library – Knowledge Base (PDF)
• Social Media Marketing Library – Knowledge Base (PDF)
• SEO Library – SEM Knowledge Base (PDF)
• Search Engine Advertising / SEA Library – Search Engine Advertising Knowledge Base (PDF)
• Extended Reality (XR) Library (PDF)

• Content marketing: The ultimate discipline with obstacles and the most valuable types of content marketing
• The most effective marketing channels for leads, the most effective tactics, the most effective early-stage engagements, and the most effective channels for increasing conversions
• Marketing strategies and trends
• Personalized customer communication is gold
• Marketing challenges. Are you new to the company or is your marketing no longer running smoothly? You should ask yourself three questions