For B2B enterprises, measuring content performance is crucial. Since content production is a timely, costly process, it’s important to keep track of the essential metrics. Make sure you check out our eBook The Blueprint of B2B Content Metrics for a full guide on how to build out your marketing metrics dashboard and successfully run your marketing campaign.
Let’s talk about some of the basic marketing metrics you might be missing.
Content Production
These first few marketing metrics are actually found within our three pillars of content measurement. Gauging your content’s health is all about setting the groundwork for a successful campaign:
1. Average Length of Production
For this metric, it’s important to measure the content’s production time in its entirety. That means starting from the concept phase and continuing all the way through to publication.
2. On-Time Delivery Rates
Measuring your delivery rates is also a key metric. Take your average length of production and start gathering data on how often deadlines are missed or pushed back. How often is the deadline met and what kind of assets are holding you back?
3. Bottlenecks in Workflows
Once you have the first two metrics determined, this one should be relatively simple to calculate. Basically, you’ll compare how long it takes to complete a task in your content workflow against how often that task is turned in after the deadline. This will help you outline where trouble spots lay early in the production phase.
Total Reach
A common area where B2B enterprises are lacking in marketing metrics is measuring their total reach. Too often marketers focus their reporting solely on the external results, while it’s just as important to measure internally.
4. External Reach
This may already be a metric you’re paying attention to, but make sure you’re doing so with the right approach. Often it can be difficult to measure external reach, but a few basics to keep in mind are your cross-channel reach, engagement by category, and your top 10 engaged assets.
5. Internal Reach
While measuring your clients’ response to content is important, gathering marketing metrics on how your content is consumed internally is equally crucial. Once content is organized into a fully accessible repository for all team members, you can measure your internal reach. Some primary marketing metrics to keep in mind with internal reach are the number of views, downloads, and shares per month within your team.
Conversion Metrics
Content performance is a critical metric you’ll want to track, but you also want to make sure all that hard work is converting into revenue. These marketing metrics will help you narrow down the conversion rate of your content.
6. The Content Journey Score
While real content scoring is important, another metric that marketers often forget about is the overall journey score. By mapping out the entire content journey, you can figure out the weighted attribution for each stage.
7. Content Score
Calculating this metric will differ slightly depending on the number of stages in your buying journey. An easy way to determine a content score is to find a buyer’s movement in the buying journey and look at the content consumed during that stage. Then simply divide that conversion by the number of campaigns or categories touched.
Get the Full Breakdown
Now that you’re armed with essential marketing metrics, it’s time to build a marketing metrics dashboard. Check out our eBook The Blueprint of B2B Content Metrics for a full guide on building your dashboard and moving forward with your next campaign.
