How to measure the effectiveness of content

Jane Ostler
Millward Brown

Content marketing is now taking a large share of marketing budgets, and needs to be benchmarked against other forms of marketing and assessed more rigorously to understand shifts in brand perception, brand awareness and propensity to purchase. Jane Ostler of Millward Brown outlines a strategy for measurement including content's impact on key metrics and making comparisons to other channels.

Content Marketing

This article is part of a collection of articles on content marketing. Read more.

Content marketing is gaining a bigger slice of marketing budgets. In the UK, content and native marketing accounted for about a quarter of online display ad spend in 2015, according to the IAB. In North America, marketers are expected to spend 28% of their total budget on content marketing in 2016, according to the Content Marketing Institute.