US healthcare executives overwhelmingly use website traffic as a tool to measure content marketing success, according to a March 2016 report from True North Custom. About eight in 10 (79.6%) of those surveyed said so, with the next response more than 20 percentage points lower.
About three in five (57.1%) respondents said they measure time spent on their website when considering the effectiveness of their content marketing, while just over half look at qualitative feedback from patients and prospects. Dependence on metrics like SEO ranking and call volume come in at just under half of those surveyed..
But if there are plenty of ways to measure success, there are also plenty of challenges for content marketing. US executives cited a lack of budget, lack of integration across marketing, and measuring content effectiveness equally when asked about challenges, at 43.3%.
According to a March 2016 survey from MarketingSherpa, US internet users prefer marketers use to communicate with them (when they’re away from their computers): nearly half of respondents said they want marketers to use print ads and 37% would prefer an email to their smartphone.
A February 2016 report by Ipsos reveals that millennial internet users are more likely to click on an ad specifically targeted toward their age group than Gen Xers or baby boomers.
Based on the data, it seems that healthcare executives struggling to measure content effectiveness should consider listening to their patients and potential patients more, and maybe examining numbers less.