You have developed your B2B content marketing strategy, created a host of blog posts, infographics, and interview pieces and published them. What happens now? The next step is to make sure that the content you are producing matches what your audience is looking for, in order to meet your goals and get great results for your business. Last week we posted an article discussing 5 lessons to learn from failed content and one of those lessons was to analyse your campaign. This week we will delve a little deeper into how you can do just that and why it matters.
What is B2B content marketing analysis?
B2B content marketing analysis looks at a variety of metrics to gauge how well your content is performing. When you created your marketing strategy, you will have developed your KPI’s (key performance indicators) and goals. Those KPI’s could have included: Brand awareness, audience engagement, lead generation, and sales enablement to name a few. The goals that you set for your content should meet “The SMART” criteria. This means that they are Specific – for objective comparisons of your data, Measurable – via your analytics platforms, Achievable – within reach for your team , Relevant – to your brand’s mission, and Time-specific so they can be analysed on a regular basis.
After you have created your content and published it, the next step is to see if it is hitting the mark and meeting your goals.
Here are a few sample metrics that can be used to measure results:
- Brand Awareness
- How many people visited your website?
- How many of those visitors were new?
- Audience Engagement
- How many people liked or shared your content?
- How many people posted comments?
- How many white papers were downloaded?
- Lead Generation
- How many people signed up for your newsletter?
- Sales Enablement
- How many emails or calls did your sales team receive?
How do I analyse these metrics?
In order to measure this data you need to have a web analytics service such as Google Analytics set up on your website, there is a helpful step by step guide here. There are tonnes of other platforms and software that offer these services as well. Whichever company you choose to go with, make sure the analytics tracking is up and running so you can gather that data.
Your analytics software will gather important interaction data such as: number of visitors, page views, time spent on the page, bounce rates, link clicks, downloads or video plays and more. This will give you a better picture of where your traffic is coming from, your engagement levels and conversions. The data collected will provide a good overall idea of how your content is performing and help to identify where your strengths and weaknesses are. For example, if you see that your conversion rates are high but your traffic is low, you can adjust your campaign to focus on attracting more traffic.
When putting your measurement program in place, begin by deciding how frequently you will look at your data. For example, would it be monthly or weekly? Feel free to start small, as analysis is not a one time event like an audit. It will be a continuous process that you go through, at the intervals you determine, to examine the data you are collecting. As you get your processes in place, you can add more and more to your metrics to glean a bigger picture of your efforts.
Over the course of time you will want to try new things and see what works for you, experimenting with your content is important for long term success. Conceptually, an idea may seem solid, but in practice it may see unexpected results in your analytics.
How do I test to find the best options for my readers?
The metrics you gather from your analysis will show you what is working and what is not resonating with your audience. Once you find something that is not hitting the mark, you can try to see if there is a way to make it more appealing. One way to do this is to set up an AB test to compare two variations of a campaign independently. You can do this in a variety of ways, but one easy example is changing the colour of the buttons in an email newsletter from red to orange. You can then run a test using these newsletters, by sending one colour to half the sample and one colour to the other. Give your audience the opportunity to educate you on what works for them.
This article should give you a good starting point to begin measuring the results of your B2B content marketing efforts. However, this is just the tip of the iceberg. If you would like to dive deeper into these ideas and discuss further ways that you can determine the success of your content, get in touch at [email protected]