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[SlideShare] The Blueprint to B2B Content Metrics

Seventeen percent of marketers say they have no content effectiveness measurements in place and 49% are using only basic metrics such as clicks or downloads, according to a Demand Metric study.

In order to be truly effective with content, the modern marketer needs to understand and measure the health of the content operation, the total reach of content, and the conversions content generates.

Take the guesswork out of measuring the effectiveness of your content and learn more about content marketing metrics: http://bit.ly/1KV57uD

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[SlideShare] The Blueprint to B2B Content Metrics

  1. 1. The Blueprint to B2B Content Metrics
  2. 2. There’s an old saying by business pioneer, John Wanamaker.
  3. 3. There’s an old saying by business pioneer, John Wanamaker. It goes like this...
  4. 4. “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
  5. 5. For B2B marketers, the old saying has new resonance… “Half the money I spend on MARKETING is wasted; the trouble is, I don’t know which half.”
  6. 6. Up to 70% of B2B content goes unused[tweet this] ...particularly when it comes to content.
  7. 7. But B2B marketers don’t know what content works… and what falls flat. 17% of marketers have no content effectiveness measurements in place [tweet this] 49% are using only basic metrics such as clicks or downloads [tweet this] Source: Demand Metric
  8. 8. 70% of B2B enterprises are creating more content than a year ago [tweet this] Marketing content production isn’t slowing down. 52% are planning to increase spending on content [tweet this] Source: Content Marketing Institute
  9. 9. DON’T WASTE ANOTHER PENNY ON INEFFECTIVE OR UNUSED CONTENT
  10. 10. Instead, track performance throughout the content lifecycle so you can: Speed up production processes Deliver valuable, useful content to internal teams Create strategic content that converts
  11. 11. READY? Build Your Content Metrics Dashboard
  12. 12. Here are the three pillars of B2B content measurement. The Health of Content Production The Total Reach of Content The Conversions Content Generates
  13. 13. Let’s go through these, one by one.
  14. 14. Health of Content Production Metrics to Measure the
  15. 15. Average number of days to produce content, by type of content (blog post, whitepaper, product brief, etc.) Average Length of Production Metrics to Measure the Health of Content Production
  16. 16. Percentage of time content is delivered past deadline, by type of content On-Time Delivery Rates Metrics to Measure the Health of Content Production
  17. 17. Average number of days to complete specific tasks in workflow and percentage of time completed late, by type of content Bottlenecks in Workflows Metrics to Measure the Health of Content Production
  18. 18. Number of completed assets targeting specific personas, buying stages, products, or regions Content Coverage Gaps Metrics to Measure the Health of Content Production
  19. 19. Total Reach of Content Metrics to Measure the
  20. 20. Internal Reach Number of internal downloads of content Referral traffic from internal shares Number of internal views of content Number of internal shares of content (email, social) Metrics to Measure the Total Reach of Content
  21. 21. External Reach Number of engagements (views, downloads, opens, etc.) by content type, persona, and sales stage 10 most shared assets per quarter Traffic by channel (organic, paid, direct, etc.) 10 most engaged assets per quarter Metrics to Measure the Total Reach of Content
  22. 22. Conversions Content Generates Metrics to Measure the
  23. 23. Impact of content in driving conversions, by sales stage Content Score Metrics to Measure the Conversions Content Generates
  24. 24. Armed with these insights, your content will be strategic, bring value to your internal team, and improve funnel velocity.
  25. 25. Or, you can keep adding to the pile of wasted, unused, and ineffective content...
  26. 26. Or, you can keep adding to the pile of wasted, unused, and ineffective content... Up to you.
  27. 27. Find out exactly how to build your Own content dashboard. Download The Blueprint to B2B Content Metrics DOWNLOAD
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    Jul. 14, 2015

Seventeen percent of marketers say they have no content effectiveness measurements in place and 49% are using only basic metrics such as clicks or downloads, according to a Demand Metric study. In order to be truly effective with content, the modern marketer needs to understand and measure the health of the content operation, the total reach of content, and the conversions content generates. Take the guesswork out of measuring the effectiveness of your content and learn more about content marketing metrics: http://bit.ly/1KV57uD

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