[SlideShare] The Blueprint to B2B Content Metrics
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The document discusses the challenges B2B marketers face in tracking content effectiveness, with a significant portion of content going unused and many lacking proper measurement tools. It outlines the three pillars of B2B content measurement: content production health, total content reach, and conversions generated by content. The goal is to encourage marketers to implement performance tracking to optimize their content strategy and reduce waste.
![Up to 70% of
B2B content
goes unused[tweet this]
...particularly when it comes to content.](https://image.slidesharecdn.com/the-blueprint-to-b2b-content-metrics-final-150713164650-lva1-app6892/85/SlideShare-The-Blueprint-to-B2B-Content-Metrics-6-320.jpg)
![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](https://image.slidesharecdn.com/the-blueprint-to-b2b-content-metrics-final-150713164650-lva1-app6892/85/SlideShare-The-Blueprint-to-B2B-Content-Metrics-7-320.jpg)
![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](https://image.slidesharecdn.com/the-blueprint-to-b2b-content-metrics-final-150713164650-lva1-app6892/85/SlideShare-The-Blueprint-to-B2B-Content-Metrics-8-320.jpg)
[SlideShare] The Blueprint to B2B Content Metrics
- 1. The Blueprint to B2B Content Metrics
- 2. There’s an old saying by business pioneer, John Wanamaker.
- 3. There’s an old saying by business pioneer, John Wanamaker. It goes like this...
- 4. “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
- 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. Up to 70% of B2B content goes unused[tweet this] ...particularly when it comes to content.
- 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. 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. DON’T WASTE ANOTHER PENNY ON INEFFECTIVE OR UNUSED CONTENT
- 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. READY? Build Your Content Metrics Dashboard
- 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. Let’s go through these, one by one.
- 14. Health of Content Production Metrics to Measure the
- 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. 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. 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. Number of completed assets targeting specific personas, buying stages, products, or regions Content Coverage Gaps Metrics to Measure the Health of Content Production
- 19. Total Reach of Content Metrics to Measure the
- 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. 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. Conversions Content Generates Metrics to Measure the
- 23. Impact of content in driving conversions, by sales stage Content Score Metrics to Measure the Conversions Content Generates
- 24. Armed with these insights, your content will be strategic, bring value to your internal team, and improve funnel velocity.
- 25. Or, you can keep adding to the pile of wasted, unused, and ineffective content...
- 26. Or, you can keep adding to the pile of wasted, unused, and ineffective content... Up to you.
- 27. Find out exactly how to build your Own content dashboard. Download The Blueprint to B2B Content Metrics DOWNLOAD