B2B Articles - February 01, 2023
By Bertie Taylor, Senior Content Specialist
Data is one of the key pillars of every effective content marketing strategy. Without tracking key metrics and analyzing campaign performance, identifying successes and areas for improvement will be difficult. However, not all content data points carry the same value. In B2B marketing, content is used for long-term lead nurturing and building brand awareness, so metrics like clicks, social media likes, and views don’t always tell the full story.
According to the 12th Annual Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 report produced by Content Marketing Institute and MarketingProfs, approximately 75% of survey respondents said their B2B organization tracked content metrics. Of this group, 90% were categorized as top performers. But which content metrics ultimately matter the most? While tracking growth is important, additional metrics that measure engagement, SEO, brand awareness, and lead generation can provide more valuable insight into the buyer’s journey.
Among the survey respondents tracking content metrics, 69% said website engagement provided the most insight into performance. Engaged users are essential because they are more likely to be qualified leads that convert, become loyal customers, and share their positive experience with other potential buyers. Content engagement metrics provide important information about buyers’ needs and actions, including how they are interacting with your content, for how long, and how often. Engagement metrics can reveal if conversion rates are meeting goals or if the content is underperforming. This information is essential in agile marketing strategies that iterate based on data. Key metrics:
Changes to Search Engine Optimization (SEO)/search algorithms (62%) were top-of-mind for B2B content marketers in 2021/2022, according to the survey. SEO is a strategy that helps your content rank favorably with online search engines. A more visible website means more traffic and opportunities for conversions. Key metrics include:
The survey results revealed that the top three goals content marketing helps B2B marketers achieve are creating brand awareness (80%), building credibility/trust (75%), and educating the audience (70%). Customers tend to favor brands that they recognize and trust, so increasing brand awareness is an important step in increasing sales. Brand awareness metrics measure a brand's recognizability and they confirm whether your campaign is effective. A strong marketing campaign helps consumers remember and respond to your brand. This increases the likelihood that users will become loyal customers. Note that it’s always important to evaluate whether traffic results in measurable growth. So track these, but don’t treat them as the end-all-be-all of marketing metrics. Key metrics include:
Lead generation metrics are some of the most important key performance indicators because of how much insight they can offer about the buyer journey. While generating more leads sounds positive on its own, it’s more important that the leads are qualified. Knowing how many leads actually become sales can help you understand the quality of your leads and how different actions within the sales funnel are impacting end results. Key metrics include:
All of these essential content metrics will help ensure your marketing campaigns are data-driven, effective, and agile. Regularly evaluating your content effectiveness at different stages of the buyer’s journey can help you nurture qualified leads, build brand awareness and increase conversion rates over time.
Content Marketing Institute, 12th Annual B2B Content Marketing Benchmarks, Budgets and Trends/Insights for 2022
HubSpot, What Domain Authority Is (and Isn't), and How to Increase It, June 2, 2021
Hootsuite, Engagement Rate Calculator + Guide for 2023, November 23, 2022
Hootsuite, 16 Key Social Media Metrics to Track in 2023, June 23, 2022
Indeed, 8 Ways to Measure Brand Awareness to Track Marketing Success, July 21, 2021
HubSpot, 16 Website Metrics to Track for Growth in 2023 and Beyond, January 16, 2023
Hubspot, What Is the Average Time Spent On a Website? [+ How to Improve It], December 22, 2021
Search Engine Journal, Top 10 User Engagement KPIs to Measure, February 3, 2019
Ironpaper, Marketing Math for Beginners: How to Calculate and Improve Key Marketing Metrics, March 31, 2022
Moz, What is Domain Authority and Why is it Important?
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