Majority of companies can measure content performance across the entire customer journey One of the reasons the demand for content has increased so much is that Figure 5: How do you currently measure the success/effectiveness of each companies recognize the value it delivers beyond brand awareness and piece of content? engagement. Mature companies can attribute more value to any single piece of content by tracking the complete movement of a customer across all 31% digital properties after they have consumed that content. By doing this, they can attribute conversion, lead generation and even direct revenue to that 26% specific content. 22% The majority of companies (31%) have taken the first step of tracking customer movement across multiple channels, but are still mostly using engagement 17% metrics to measure success. The most mature companies (22%) have progressed to building the digital infrastructure on their channels that allows them to attribute harder metrics such as revenue or conversions. Despite this progress, 26% of companies haven’t evolved beyond tracking 4% metrics siloed within each channel, and focusing on reach metrics. This indicates that plenty of firms are still using content in a brand-centric way, and gulf beyond them and the more mature companies is widening. We also found that as content teams shifted focus from brand centric and thought leadership goals to more commercial goals, they were much more likely to track content performance holistically, rather than in a siloed way. This is further indication that more mature companies are looking to prove content value beyond awareness. SOURCE: Altimeter “The 2021 State of Digital Content” n = 375 9