Did you know that only 21% of B2B marketers say they are successful at tracking the ROI of their content marketing program? This is according to a 2015 B2B Content Marketing report produced by Content Marketing Institute and MarketingProfs. That’s pretty shocking, wouldn’t you say?

 

With 70% of B2B marketers continuing to produce more content each year, I wonder how long we’ll get away without measuring the effectiveness (or ineffectiveness) of our content.


When considering the metrics that matter to your organization, start with the business objectives your content marketing strategy needs to support. While all content marketing programs should assist in driving prospective customers through the buyers’ journey, not all content can be tied back to revenue.


For different stages of the buyer’s journey – e.g. awareness, consideration, and close – you will need to identify different content performance indicators. Those indicators may be further influenced by geographic or demographic factors.


Here are five categories that can help you measure your content marketing success:

  1. Consumption metrics measure how engaged your audience is with your content and gives you insight into your brand awareness (e.g. page views, click-through rates, and downloads).
  2. Sharing metrics indicate how much your readers or followers like your content, how funny, insightful or unique they have found it (e.g. likes, shares, tweets, and pins).
  3. Lead Generation metrics tie your content back to leads and help you optimize your top-of-the-funnel performance (e.g. form submits, downloads, and lead conversion rates).
  4. Sales metrics link your content to revenue and are required to calculate your ROI (e.g. online and offline sales, contract renewals, and retention rates).
  5. Reach metrics inform you of the size of your audience as well as the geographic and demographic spread (e.g. visitors per region, demographic split, and mobile readership).

 

Once you have identified the metrics that will help you measure your content’s effectiveness, you need to identify the source and the owner of the data. We’ve developed a simple Metrics Data Tracker to help you keep track of your data. You can find other helpful resources around metrics on our Do-It-Yourself Marketing Success pages.