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“If a tree falls in the woods and no one is around to hear it, does it make a sound? ” is a philosophical thought that can be adapted to B2B content marketing.
“If I create great B2B content but can't measure it, will it make an impact?” This is a question that marketers frequently ask. What is the impact? Do I capture all the impacts? How can I optimize performance?
Measure the impact of content marketing allows B2B marketers to optimize campaigns for better engagement and more efficient ROI allocation. But what are the strategies, tactics, and trends behind measuring content marketing performance for B2B marketers?
To help answer these questions about measuring B2B content performance, Ascend2 and KoMarketing Associates completed the Content Marketing Performance Measurement Survey between February 17 – 25, 2021. 193 B2B marketing professionals participated in the survey.
The study looks at what B2B marketers are doing to measure content marketing performance. Survey results are available in research reports, Measuring Content Marketing Performance: A B2B Marketer's Perspective .
These are the key findings from research measuring B2B content marketing performance.
1. Determining ROI is the top challenge for B2B marketers when measuring content marketing performance.
Measuring the return on investment (ROI) of content marketing is important for strategy optimization, but nearly half (46%) of B2B marketing professionals consider determining ROI a top challenge when measure content marketing performance. 44% of B2B marketers also experience a lack of budget and resources needed to effectively measure strategic success.
Determining ROI, lack of budget/resources, and insufficient data are the top 3 challenges in measuring content marketing performance.
Why is it so difficult to determine ROI? The math is simple: revenue generated by content, divided by costs (production cost + distribution cost).
But for B2B marketers, how do you calculate the revenue generated? Do you specify a revenue number for each lead generated? Do you look at overall sales revenue? How has your content marketing impacted sales? How do you measure activities like email clicks, shares, pageviews, average time on page, etc.? How do you track the metrics you need and convert them into an ROI-calculable amount?
Here's how to overcome the ROI challenge:
- Strategize on the metrics you need to track
- Find the technology you need to track those metrics
- Pul pulls data together into an easy-to-use analytics tool
- Decide how you will assign value/revenue to your metrics
- Track your expenses.
Start simple and build as you learn from the data you collect.
2. 66% of B2B marketers find it difficult to measure the performance of a content marketing strategy.
Two-thirds (66%) of B2B marketers find it difficult to measure the performance of a content marketing strategy compared to a third (34%) who find it moderately or extremely easy. . 57% describe this difficulty as moderate, while another quarter (25%) of those surveyed reported that assessing the effectiveness of content marketing is fairly easy.
57% of B2B marketers find it difficult to measure content marketing performance in moderation.
Don't give up on your need to measure content marketing performance. Content marketing is an investment that impacts your business strategy, brand management, audience engagement, and thought leadership.
We can all find cases above how content marketing has made a significant impact on a big deal, reduced your cost of sales, or expanded your brand influence. It can be difficult, but it's important to find consistent ways to measure and demonstrate impact on your leadership team.
2. 37% of B2B marketers are using 3-5 tools to measure content marketing performance.
Content marketing often involves the use of multiple channels within an overall strategic marketing activity. One in five (21%) of B2B marketers report using six or more tools to measure content marketing performance. More than 37% of those surveyed say they use three to five tools, and 29% are measuring performance with two or less.
Marketing leaders need to embrace technology. A powerful technology system gives you more information about your audience, customers (individuals or companies) and the impact of your campaigns. Technology also allows you to be more efficient, organized, and agile as you track performance and report it to your team.
4. Analytics tools, CRM systems, and marketing automation solutions are the most important tools for measuring content marketing performance.
What Kinds of Tools Are B2B marketers looking to measure the most effective content marketing performance? More than half (53%) of those surveyed use the analytics tools at the top of the list. Customer Relationship Management (CRM) systems and marketing automation technology are also critical to overall success by 38% and 34% respectively of B2B marketers.
According to B2B marketers, analytics tools, CRM systems, and marketing automation solutions are the most important tools for measuring content marketing performance.
Data-driven content marketing . Start with a solid setup of your Google Analytics. Focus on four key areas: traffic, navigation, organic search, and conversions.
5. Conversion rate is the most important content marketing metric, according to 50% of B2B marketers.
About half of B2B marketers agree that conversion rate (50%) and website traffic (46%) are among the most important metrics to consider when measuring your overall performance. a content marketing strategy. Engagement on social media channels also ranks high on the list of important metrics for 39% of those surveyed.
Conversion rate, website traffic, and social engagement are the top 3 important metrics, according to B2B marketers.
Don't guess about the performance of content marketing; instead, identify the data that is most important to your success. Monitor and analyze performance to identify trends and adjust your strategy based on your findings. Marketing optimization is never complete; it is a continuous process.
Conclude
Content marketing is essential to successful B2B marketing, so measuring performance is a priority. Download Measuring Content Marketing Performance: A B2B Marketer's Perspective for research-based strategies, tactics, and trends for B2B content marketing in the coming year.
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