Manufacturers, distributors and engineering companies are finding it difficult to accurately measure the ROI of their industrial content marketing efforts. Only 44% of manufacturing content marketers report their organization measures content marketing ROI. (Source: Manufacturing Content Marketing 2019: Benchmarks, Budgets, and Trends—Content Marketing Institute/MarketingProfs and sponsored by IEEE GlobalSpec).
While the number of leads generated by industrial content marketing is still a very important measure, it is not enough. Marketing is now held accountable for a wider range of metrics compared to previous years. Here’s a chart from the 2018 Budget Trends in Industrial & Technology Marketing report published by engineering.com.