We're Spending More on Content Marketing — But Are We Measuring It Right?

Content marketing budgets are growing fast. But the real question isn’t how much we’re spending — it’s whether we’re measuring the right things.

According to Statista, 41% of companies increased their content marketing budget in the past year. Another 45% plan to raise it again. The belief is clear: content drives value.

Yet most businesses still struggle to prove it.

Only 26% of marketing leaders say they have a clear picture of content performance. Most admit to seeing things somewhat clearly or not at all. That lack of clarity makes it hard to optimise campaigns, justify spending, or show leadership why content matters.

So what are marketers measuring?

Social media engagement, website interaction, and page views top the list. These metrics are easy to track and feel good when the numbers are up. But they often stop short of revealing real business impact.

Metrics like conversions, email engagement, and SEO rankings get less attention — even though they’re closer to revenue.

When asked about which KPIs actually drive growth, most marketers pointed to customer retention, ad placement, and product traffic.

There’s also the matter of quality. Creating meaningful, high-performing content remains a top challenge, followed by budget limits and staying ahead of trends.

The takeaway?

Content marketing only works when it connects to business outcomes. Vanity metrics are not enough. To get buy-in, teams need better tools, smarter goals, and a clear view of what success really looks like.

More budget is good, but clarity is better.

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