B2B Content Marketing Measurement Framework to Grow your Brand

Measurement of B2B content marketing efforts allows marketers to understand the impact of their efforts, optimize campaigns for better engagement, and more accurately attribute ROI to their campaigns’ efforts. 

Content marketing is a marketing strategy where you put unique and relevant content for the users in order to increase traffic on your website. You can also pick a niche for your topic so that you could attract users, who are interested in a particular subject.

Due to the fact that there are now more digital channels available, analyzing all of the data can be overwhelming. Performance can be hindered more than helped by analyzing every key metric, sometimes. Therefore it is necessary to follow B2B Content Marketing Measurement Framework techniques properly for better results. 

In this article, we have mentioned some of the best tips that will help to measure the B2B content marketing strategy. So scroll down to grab interesting information.

Importance of KPIs for B2B Content Marketing Measurement Framework 

KPIs help in quantifying your performance and ultimately your objectives. KPIs are directly responsible for the decisions that you will make for your business in future, as it will define your goals, determine progress and make better decisions.

It is important to understand the goals and KPIs before deciding on which metrics to track. Clients can sometimes tell B2B content marketing agencies what KPIs they want reported on, even if they are not the most important metrics for their growth goals. 

KPIs are necessary for B2B Content Marketing Measurement Framework, but as a marketer, you may not be able to explain this information to your client.

This information must be communicated to your client in order for there to be greater transparency between the two companies. Ideally, you’ll discuss goals and reporting with your client to ensure that they aren’t misled.

Measurement techniques to use for B2B content marketing

Below are the techniques given to use for B2B content marketing:

Initiation of goals-based measurement

A set of common goals and performance metrics should always be communicated to the entire group. It will be easier to keep the content strategy on track if you have these goals readily available.

This is one of the 

Here are a few examples of how to measure B2B content marketing by goals:

• Lead Generation: Email subscriptions, form completions, downloads, blog subscriptions, and conversion rates are all examples of lead generation.
• Awareness of your brand: Visitor traffic, page views, links and mentions, and video views are all examples of brand awareness.
• Interactions: Likes, Tweet, Shares on blogs and articles; inbound links clicked; forwarded messages; viral postings comes under the audience interaction.

Measuring the content strategy using KPIs

One of the ways of measuring content effectiveness is by analyzing and tracking key performance indicators according to the type of content. 

Here are some examples of how to measure B2B content marketing by KPI type:

• Advertising campaigns: Click-through rate, cost per click, conversions, conversion rates, ad positioning, cost per conversion, cost per sale, total spend, return on ad spend, impressions, and quality scores are all examples of advertising campaigns.
• Email: Conversion rate, email opening rate, subscriber count, opt-out rate, churn rate, delivery rate, click-through rate comes under email group.
• Video: In addition to unique viewers and video views, YouTube CTA click-throughs and impressions are also tracked.
• Blog Post: In this, you will learn about the statistics of web traffic, including the number of new visitors and returning visitors as well as the number of unique visitors. You will also learn about the average time spent on a page as well as the time spent on the site.

Common Content Marketing Challenges and it’s Solutions

Not Enough Engagement on the Content

Generating engaging content is not an easy task. You have to keep in mind various things like its authenticity, keyword placement, good images and many other things. Not to forget the competition in the market. Keeping in mind all the above mentioned factors, you will have to create content that is able to target the right audience and generate enough traffic as well. Focus on B2B public relations, this will help you in growing people’s trust and credibility in your brand.

Solution 

Give attention to the insights you have to be able to promote content in places where your target audience are. Use content analytics  to find out the key metrics and focus on them, such as the number of page views and length of time your users spend on engaged pages.

Your content isn’t driving enough conversions

Higher engagement doesn't always mean it will bring in more conversions. Your content might be bringing in more traffic but if the conversion rate is low, it means that your content is attracting the attention of the users but is not compelling enough for the users to take any action. This means it will not bring in the business you want it to.

Solution

In order to boost your conversion rate, it is important that you place revenue related actions in your content. Doing it is not as hard as it sounds, all you need to do is use content analytics and find out which piece of content brings the maximum traffic and place the call to action tabs in it such as “buy” or whatever you have to offer.

 Tips for measuring B2B content marketing strategy

With the right software, tools, data, and templates, content marketing is completely measurable. It is possible to identify key stakeholders and high-yield content results as a digital marketer. You can also make efficient changes to the content and report your findings to shareholders and upper management.

Have a proper measurement protocol

When it comes to content, the most important thing is to know when to collect it. It is possible for marketers to collect data daily, twice a week, one time a week, twice a month, or once per month. In order to collect meaningful data, it is best to wait between collection intervals. Over time, you may lose track of important details due to a flurry of data collection. They can cause problems in the future and prevent you from reaching your goals.

It is easier to sort and analyze patterns and trends when you have access to large amounts of data. Google Sheets, templates, content automation software, and management automation solutions can all be used for this. In addition, it is possible to compile this data into a dashboard and present it to the team as performance metrics and analyses. This is among the effective ways for B2B Content Marketing Measurement Framework.

Measuring the flow of traffic

Traffic is one of the main pillars of content marketing’s lifeblood. For their clients, digital marketing agencies must ensure that their sites are well-visited. No action is taken from your content when you see great results. Content strategy and creation must be adjusted based on traffic measurements.

Google Analytics allows you to keep track of important metrics, including:

• During a particular period of time, the number of visitors who launched a single session on your website or app.
• Users who are new to your website.
• Total webpage view.
• Conversion data can also be viewed in Google Analytics, but it must be manually set up.

All of this information can be used to get a rough idea of the traffic that comes to the site as a result of the B2B content marketing strategies employed. Sources and mediums that are bringing in the most traffic to your site should be investigated. 

For example, you may need to change your strategy in the event that one source is heavily pushing content but not generating much traffic for your site. To increase brand awareness, you can tailor your content to users in that region by identifying the areas that generate the most traffic.

Measure the conversion rates

Conversions are a great way to determine a site’s viability. Usability and conversion rates are the most important aspects of a website. Since users will visit your site, read the blogs, and enjoy the content, the real challenge is figuring out when and where they convert.

Your content may bring users to your site, but they may not complete the desired action on the same day. This will help you determine whether or not your current marketing strategies are working. Most B2B content marketing agencies relate conversions to sales or leads. These leads should be tracked and monitored constantly by B2B brands since they will increase direct sales.

In order to track buyer behavior, businesses that rely on their websites for sales should activate e-commerce in Google Analytics and view page values. As a result of users clicking on a purchase link on a landing page, this feature will tell you the average revenue generated by that page. Use this feature for other goals and performance metrics if you don’t have one. This is one of the best tips for B2B Content Marketing Measurement Framework.

Measure the user engagement rate

The ability to get people to respond to a call to action is what determines engagement. Many users engage with the content but do not make purchases. Content consumption time is another way to gauge engagement. Engagement is just as important as conversion rates for digital marketers. Engagement helps keep users interested, so they return to the site and share and discuss it, while conversion rates help drive sales. This is one of the effective tips to measure the effect of B2B content marketing strategy.

Frequently Asked Questions (FAQs)

Q1 What is Content Marketing Measurement Framework?

Ans. To put it in simpler terms, Marketing Measurement is the process of tracking content ROI. In order to track the ROI, you first collect data of your content marketing campaigns and critically inspect its individual aspects. According to which, you set your goals and modify your campaigns to achieve higher ROI.

Q2 What are some KPIs to  measure the success of a content marketing campaign?

Ans. One common way of finding out if your marketing campaign is successful is by calculating CPL (Cost Per Lead). Simply divide your total marketing spend and divide it by your total number of new leads.

Q3 How do you make a Content Marketing Measurement Framework strategy?  

Ans. The process of developing a Content Marketing Measurement Framework strategy is looking at the business objectives and ensuring that all the short term goals contribute in achieving your business objective along with the metrics you are tracking.

Final words

To increase efficiency and progress, digital media experts must measure content marketing and re-evaluate the strategy. Content marketing can be optimized throughout the year by adjusting the strategy based on the response from the target audience. B2B Content Marketing Measurement Framework and data analysis will increase ROI, conversion rates, and brand recognition.