Measuring the impact of content marketing allows B2B marketers to optimize campaigns for better engagement and more effectively attribute ROI. But what are the strategies, tactics, and trends behind measuring content marketing performance for B2B marketers?
To get data to answer that question, KoMarketing Associates partnered with research firm Ascend2 to conduct the Measuring Content Marketing Performance Survey. 193 B2B marketing professionals participated in the worldwide survey that was fielded between February 17 – 25, 2021.
You can download the report for data on top challenges, measuring performance, strategic success, elements for effective measurement, volume of tools utilized, most important tools, most important metrics, and more.
Here are a few findings from the research:
Measuring Performance is Difficult
Two-thirds (66%) of marketers operating in the B2B channel find it difficult to measure the performance of a content marketing strategy compared to only one-third (34%) who find it to be either moderately or extremely easy. 57% describe this difficulty as moderate while another 25% of those surveyed report that gauging the effectiveness of content marketing is moderately easy.
Here are four strategic steps to more easily measure your content marketing performance:
- Outline your marketing goals. Is it leads? Demos? Downloads? Etc.
- Determine your KPIs. See below for so metrics used to measure content performance.
- Gather the data. Do you have the needed technology stack in place to track performance?
- Create reports and analyze the data. Who is responsible for following the performance of your content marketing program and making appropriate adjustment?
Over 50% Use 3 or More MarTech Tools for Content Marketing Measurement
Content marketing typically involves utilizing a wide range of channels across an overall marketing strategy. One in five (21%) of B2B marketers report using six or more tools to measure content marketing performance. Another 37% of those surveyed say they use between three and five tools.
The Marketing Technology Landscape Supergraphic provide a comprehensive visual of the categories of technology available to marketers. Look specifically at the Content and Experience groupings to see the various types of technologies to consider.
Conversion Rate and Traffic Most Important Content Marketing Metrics
About half of B2B marketers agree that conversion rate (50%) and website traffic (46%) are among the most important metrics to consider when measuring the overall performance of a content marketing strategy. Engagement on social media channels is also ranking high on the list of important metrics for 39% of those surveyed.
The article 6+ Content Marketing Metrics to Measure Success takes a deep-dive into metrics and how to showcase the value of your content marketing to your organization.
Conclusion and Next Steps
Creating great content is just one piece of the puzzle. It is important to consider your top challenges and then create a strategic plan to overcome those challenges. Having a predetermined set of metrics that everyone agrees on (marketing and sales), and reviewing your marketing technology stack is all part of the strategic planning process.
The full report, including additional analysis, marketing charts, and methodology can be downloaded here. We hope you find Measuring Content Marketing Performance Survey of impact and contact us today if you’d like to learn more about developing content marketing campaigns with our organization.