How B2B Marketers Can Measure Content Effectiveness

3 Steps : How B2B Marketers Can Measure Content Effectiveness

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How B2B Marketers Can Measure Content Effectiveness. Content marketing is increasingly important and trusted by marketers.  A report by Smart Insight shows that Content marketing was voted as the top marketing activity for driving commercial results.  While this is good news for content marketers but at the same time, they need to understand the level of competition they will be facing and the need to make a focused plan is very important.

50% of B2B enterprise marketers cite the inability to measure content effectiveness as a challenge.  If content is the fuel of our marketing, then we need to measure the impact of that content across marketing.  To understand the field of measurement, what should we apply to marketing content?  Here are three key things B2B marketers should track and report on:

1. Track the Content Production Cycle.

As content has become a marketing product, it is important to improve the processes for getting content to market.  And this can be done by tracking the content production cycle.  These include certain key areas that marketers need to measure to get track of their content pipeline:

a) Average production time: The key measurement here is how many days it takes to move content from idea to publication.  B2B marketers need to accurately understand how their entire process works.  You need to measure the time it takes for content to move through revision, review, approval, etc.  To measure the time it takes for content to get to market, you need to know the entire production flow.

b) On-time delivery rate: Marketers don’t know what problems “late content” can cause, due to lack of measurement.  Missed deadlines mean missed opportunities.  So you need to track and improve on-time delivery rates- track how often deadlines are missed and what types of assets are damaged, contributors and more.

c) Bottlenecks in workflow: workflow guides production, so marketers need to be able to track which tasks are causing production to slow down.  The most feasible way to measure this is to check the average time taken to complete each task in the workflow against how often that task exceeds its deadline.

d) Mapping content in production: The only way to ensure that the content you create is on target , relevant and timely is through mapping content personas to buyer and sales stages.  It is also important to identify gaps in the content production process and content coverage and fix them.

2. Total Reach of Your Content.

Every marketer measures the reach and engagement of their content in some way – views, clicks, shares, most professionals are familiar with these metrics.  Note what is missing for B2B organizations is 1) the ability to track different engagements across content types and channels in one place, and 2) metrics on the internal reach of their content.  Now it can be measured through the following two things:

a) External reach: Calculating reach often varies from channel to channel, making the metric somewhat difficult.  What is significant to quantify is how content creates engagement across the channels and tools used to reach buyers.

A solid B2B dashboard will track your cross-channel reach, including engagement metrics such as: email opens, downloads, which channels drive the most engagement, how fluctuations in channel performance impact total engagement across each channel, and which assets bring the most engagement.  Another important thing is that all this needs to be tracked in one dashboard.

b) Internal reach: it is not enough for your content to reach buyers.  You are also required to make content reach your internal people, enable the sales team and complement the customer support team.  That internal usage also needs to be tracked, reported, and optimized.

3. Conversions Your Content Generates

Because the B2B buying process is typically long and anything but linear, marketers need to track now as content moves buyers from conversion point to conversion point in the pipeline.  A B2B Marketing dashboard measures the content scores of assets (attribution models for leads, opportunities, and revenue at each stage of their pipeline), campaigns, and content categories.

Content scores can be calculated against individual assets.  But, ideally B2Bs will also measure content scores with multi-asset campaigns and multiple content categories (lists, datasheets, interviews, best practices, etc.) to get a total view of conversions across teams, functions, and channels.

How B2B Marketers Can Measure Content Effectiveness

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B2B marketing dashboards need to look at the efficiency of their content production cycle, the internal and external engagement that fuels the content, and ultimately how that content moves buyers through the funnel.  B2B marketers can also learn some ways to improve their content marketing efforts, along with the measurement techniques above to make their content more effective and engaging.

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