A recent study reveals brands still lack content analytics skills needed to create competitive campaigns.

Search engine optimization will only grow more sophisticated, considering Google’s new Hummingbird algorithm and it’s movement to withhold the majority of keyword data (it’s peaked at around 80 percent now). In response to these changes, marketers are forced to look beyond basic website metrics, something that will prove difficult because content analytics remains a weak spot for 37 percent of companies.

As the search engine marketing landscape continues to evolve, brands have a choice to make: Develop those skills or find strategists who have them. The Online Marketing Institute’s State of Digital Talent survey found employers are acutely aware of this knowledge gap, and 76 percent said it’s important to bring people into the fold who have solid analytics skills.

One resource that seems virtually untapped is outsourcing. The Content Marketing Institute’s 2014 B2B Trends report found that only 13 percent of marketers outsource their analytics and measurement. B2Cs were slightly ahead, with 15 percent of respondents reporting they outsource these duties.

If marketers choose to keep all content creation and evaluation in house, there are innumerable resources online and available through Google Analytics that can help. However, this approach might stall campaigns or cause brands to miss opportunities while marketers ramp up their content analytics skills and learn how granular insights can inform editorial calendars.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.