B2B marketers are responsible related to Content for monetizing and proving that this is the case. We invest in the right technologies and applications and cultivate high-quality, buyer-centric content channels and tools.
The following three sets of metrics are what our Kapost marketing team uses to create more powerful content that fills our pipeline. They provide insight into the value of your content and help you make more strategic marketing decisions to drive results and revenue.
The health of your content production cycle
If you spend a lot of time sifting through emails and attachments to release a single item… join the club!
By tracking and optimizing your content production process, you’ll deliver more content faster and cheaper because you’ve created a systematic workflow that eliminates time by eliminating cumbersome spreadsheets that save time (and therefore cost more money). Ultimately, you’ll generate more revenue for the business pipeline.
These are the most important statistics to check.
- Average production time
Follow the start and end dates for the different content types to start a baseline for the overall content schedule. Ultimately, you can control how long it takes for the most important assets to be created and delivered. These metrics help your team plan ahead and gain insight into the resources needed to deliver content that supports your revenue goals.
- Delivery costs
Determine what content is delivered on time and which parts are typically late. This way you will identify bottlenecks in your workflows. Problems reduce time and your time is money for your business.
If people in your workflow are constantly missing deadlines, you can handle it with data instead of pointing fingers and blaming games and find real solutions to challenges that hurt productivity and ultimately cost money.
- Content Coverage Gaps
By attributing content to the customer experience, based on person and stage of purchase, you ensure a seamless journey from initial commitment to the closed transaction and customer protection. Your company needs to produce relevant content for every step of this journey. It sounds simple, but it’s something many B2B companies don’t focus on.
- Scope of your content
According to a study by Demand Metric, 17% of marketers said they don’t have measures of content effectiveness and 49% said they only use basic metrics like clicks or downloads.
To avoid wasting time developing irrelevant content because of content, use the following key metrics to track more than one click so you can measure the true ROI of your content.
change the channel
- Commitments per month based on the type of engagement (views, downloads, opens, etc.)
- Traffic by channel category (direct, paid, organic, etc.) for each content
- Percentage of reference by channel source
Category engagement (clicks, downloads, shares)
- Engagement by content type
- Engagement based on sales steps
- Buyer Personality Commitments
Most relevant content
- 10 most relevant content per term
- 10 most shared contents per semester
Ultimately, you want your content to drive visitors faster and farther down the sales funnel. All of this data leads to insights into what content and channels work. Your job is to collect the data and do more of what works and less of what doesn’t.
Have you ever invested a lot of time, energy, and creative bandwidth into brilliant and glorious content, only to discover a month later that the sales team had never used it?
If not, let me tell you from experience. This is a real draw.
Internal reach is often overlooked in the B2B content marketing space, but it’s crucial to know if your internal teams are using your content and how.
Here are some built-in metrics you can track right away to measure the value of your content to your peers.
- Internal consumption: month-to-month internal asset statements (MOM); and internal download of MoM resources
- Internal sharing: internal sharing of resources via email or social media
- Acquired credentials: MoM reference traffic of internal actions
Monitoring these internal metrics will give you a clear picture of what content is being used by your internal teams and what is not. The result? You can spend less time and money creating beautiful but irrelevant content, and more time creating valuable content that will be used by sales… thus generating revenue.
The ROI of your content (through your content scoring strategy)
Counting content is still one of the keywords in marketing today.
About 77% of buyers want different content at each stage of the product research process. Content counting measures the effectiveness of your content in driving conversions at every stage of the buyer’s journey and delivers value.
This is a big problem. I can write 10 posts in the index, but this video gives a good overview.
But how do you integrate content metrics into your workflow to add value to your team and demonstrate the ROI of your content?
Here are some things to keep in mind when developing a content creation strategy.
- Define and achieve alignment between teams on the buyer’s journey
If you don’t have a clearly defined buyer journey through your sales, marketing, and customer success teams, you risk communication issues, miscommunication, and general chaos.
- Then create a map of the content types associated with each stage
Here is a sample card from our recent e-book. Map the buyer journey above and define for each stage the marketing teams involved in content development, the types of content to be delivered at each stage, the conversion goals for each stage, and the key metrics to track.
- Give scores to the best content types
We use the first touch / last touch model in Kapost: for each stage of the defined buyer journey, any content played first and last in a stage will have a higher content score (say 0.33) and the resources remaining in the touched agent will be evenly distributed until the value is 1.0 for a single lead
Now imagine hundreds of people interacting with your content and moving from one stage to another. You’ll start to see trends – what kind of content and themes are most effective in bringing people down.
It’s just the tip of the iceberg for measuring the true value of your content, but these tips can help you succeed with content marketing.