“If I create great B2B content but can’t measure it, has it had an impact?” is the question that marketers ask themselves regularly. What is the impact ? Am I capturing the full impact? How to optimize performance?
Measure the impact of content marketing enables B2B marketers to optimize campaigns for better engagement and more effectively attribute return on investment. But what are the strategies, tactics, and trends that underpin content marketing performance measurement for B2B marketers?
To answer these questions about measuring B2B content performance, Ascend2 and KoMarketing Associates responded to the content marketing performance measurement survey between February 17 and 25, 2021. 193 B2B marketing professionals participated in the survey.
Research examines what B2B marketers do to measure content marketing performance. The results of the investigation are available in the research report, Measuring Content Marketing Performance: A B2B Marketer’s Perspective.
Here are the key findings from the research on measuring B2B content marketing performance.
1. Determining ROI is the number one challenge for B2B marketers when it comes to measuring content marketing performance.
Measuring the return on investment (ROI) of content marketing is key to optimizing a strategy, but nearly half (46%) of B2B marketers consider determining return on investment to be a major challenge when it comes to to measure the performance of content marketing. 44% of B2B marketers also face a lack of budget and resources to effectively measure strategic success.
Why is it so difficult to determine the ROI? The calculation is simple: the revenue generated by the content, divided by the cost (cost of production + cost of distribution).
But for B2B marketers, how do you calculate the revenue generated? Do you assign an income number for each lead generated? Do you look at the overall turnover? How much of an impact has your content marketing had on a sale? How would you rate activities like email clicks, shares, pageviews, average time spent on the page, etc. ? How do you track the metrics you need and convert them into a dollar amount that can be used for an ROI calculation?
Here’s how to overcome the challenge of determining ROI:
- Describe a strategy of the actions you need to track
- Determine the technology you need to track these metrics
- Pul brings data together in an easy-to-use analytical tool
- Decide how you are going to attribute value / revenue to your metrics
- Track your costs.
Start simple and build by learning 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 one-third (34%) who find it moderately or extremely easy. 57% describe this difficulty as moderate, while another quarter (25%) of respondents say it is moderately easy to assess the effectiveness of content marketing.
Don’t give up on your need to measure content marketing performance. Content marketing is an investment that impacts your business strategy, branding management, audience engagement, and thought leadership.
We can all find cases of how content marketing has had a significant impact on a major business, reduced cost of sales, or expanded your brand’s influence. It can be difficult, but it’s important to find consistent ways to measure and show the impact to your leadership team.
2. 37% of B2B marketers use 3-5 tools to measure content marketing performance.
Content marketing typically involves using a wide range of channels as part of an overall marketing strategy. One in five B2B marketers (21%) say they use six or more tools to measure content marketing performance. 37% of respondents say they use between three and five tools, and 29% measure performance with two or fewer tools.
Marketing leaders need to embrace technology. A solid stack of technologies gives you more information about your audience, your customers (individuals or businesses) and the impact of your campaigns. Technology also allows you to be more efficient, organized and agile when you track performance and communicate performance to the team.
4. Analytics tools, CRM systems, and marketing automation solutions are the most important tools for measuring content marketing performance.
What kinds of tools do B2B marketers find most effective for measuring content marketing performance? More than half (53%) of respondents place analytics tools at the top of the list. Customer relationship management (CRM) systems and marketing automation technologies are also critical to overall success according to 38% and 34% of B2B marketers, respectively.
Content marketing is data driven. 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 metric of content marketing, 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 the overall performance of a marketing strategy. content marketing. Engagement on social media channels is also ranked high on the list of important metrics for 39% of those surveyed.
Don’t guess at the performance of your content marketing; instead, identify the data that matters most to your success. Track and analyze performance to identify trends and adjust your strategy based on your findings. Marketing optimization is never complete; it’s an ongoing process.
Content marketing is essential to the success of 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.