A majority of marketers aren’t confident in their abilities to measure the impact of their content strategies, according to an annual study by Boston-based healthcare and B2B tech agency PAN Communications.

PAN’s latest “Content Fitness Report,” which analyzed the perceived strengths and weaknesses behind marketers’ content marketing strategies, found that 69 percent of marketers reported not being confident in their content measurement strategy and demonstrating ROI. More than half—56 percent —said their content marketing efforts aren’t being attributed toward revenue.

content marketingIn 2019, will your content marketing efforts or budget flow into any of the
following programs?

When it comes to which skillsets marketers believe are the most lacking within their content marketing team, a majority (16.9 percent) cited data and analytics, followed by storytelling (16.5 percent), marketing automation (16 percent) and coding (13 percent).

When asked where marketers would invest if allotted additional budget for content marketing efforts, a majority (30 percent) put diverse channels targeting specific audiences on their wish lists (video, podcasts, eBooks, webinars and white papers), followed by paid social and syndication (27.8 percent) and hiring additional creative personnel, be it agency, freelancer or internal hire (12 percent).

Thought leadership and brand awareness initiatives remain the top goals for marketers’ content programs, according the study. Nearly two-thirds of marketers (62.5 percent) said they want thought leadership and executive programs to become a content priority.

More than a third — 36.3 percent — said they dedicate their time and resources most toward thought leadership and subject matter expert representation, followed by influencer marketing and customer advocacy (both 25 percent) and employment advocacy (11.9 percent).

PAN’s sixth annual “Content Fitness Report” included responses from125 marketers based in the U.S. The survey was conducted between March and April. This year’s report was published in partnership with Redmond, WA-based B2B sales and marketing firm Heinz Marketing.