Seventeen percent of marketers say they have no content effectiveness measurements in place and 49% are using only basic metrics such as clicks or downloads, according to a Demand Metric study. In order to be truly effective with content, the modern marketer needs to understand and measure the health of the content operation, the total reach of content, and the conversions content generates. Take the guesswork out of measuring the effectiveness of your content and learn more about content marketing metrics: http://bit.ly/1KV57uD

1. The Blueprint to
B2B Content Metrics

2. There’s an old saying
by business pioneer,
John Wanamaker.

3. There’s an old saying
by business pioneer,
John Wanamaker.
It goes like this...

4. “Half the money I spend on
advertising is wasted;
the trouble is,
I don’t know which half.”

5. For B2B marketers, the old saying has new resonance…
“Half the money I spend on
MARKETING
is wasted; the trouble is,
I don’t know which half.”

6. Up to 70% of
B2B content
goes unused[tweet this]
...particularly when it comes to content.

7. But B2B marketers don’t know what content works…
and what falls flat.
17% of marketers have no content
effectiveness measurements in place
[tweet this]
49% are using only basic metrics such as
clicks or downloads
[tweet this]
Source: Demand Metric

8. 70% of B2B enterprises are creating
more content than a year ago
[tweet this]
Marketing content production isn’t slowing down.
52% are planning to increase
spending on content
[tweet this]
Source: Content Marketing Institute

9. DON’T WASTE
ANOTHER PENNY
ON INEFFECTIVE
OR UNUSED
CONTENT

10. Instead, track performance
throughout the content
lifecycle so you can:
Speed up production
processes
Deliver valuable, useful content
to internal teams
Create strategic content
that converts

11. READY?
Build Your Content Metrics Dashboard

12. Here are the three pillars of B2B content measurement.
The Health of Content Production
The Total Reach of Content
The Conversions Content Generates

13. Let’s go through these, one by one.

14. Health of Content
Production
Metrics to Measure the

15. Average number of days to produce content,
by type of content (blog post, whitepaper, product brief, etc.)
Average Length of Production
Metrics to Measure the Health of Content Production

16. Percentage of time content is delivered past deadline,
by type of content
On-Time Delivery Rates
Metrics to Measure the Health of Content Production

17. Average number of days to complete specific tasks in
workflow and percentage of time completed late,
by type of content
Bottlenecks in Workflows
Metrics to Measure the Health of Content Production

18. Number of completed assets targeting specific personas,
buying stages, products, or regions
Content Coverage Gaps
Metrics to Measure the Health of Content Production

19. Total Reach of
Content
Metrics to Measure the

20. Internal Reach
Number of internal downloads of content
Referral traffic from internal shares
Number of internal views of content
Number of internal shares of content (email, social)
Metrics to Measure the Total Reach of Content

21. External Reach
Number of engagements (views, downloads, opens, etc.) by
content type, persona, and sales stage
10 most shared assets per quarter
Traffic by channel (organic, paid, direct, etc.)
10 most engaged assets per quarter
Metrics to Measure the Total Reach of Content

22. Conversions
Content Generates
Metrics to Measure the

23. Impact of content in driving conversions,
by sales stage
Content Score
Metrics to Measure the Conversions Content Generates

24. Armed with these insights,
your content will be strategic,
bring value to your internal team,
and improve funnel velocity.

25. Or, you can keep adding to the pile of wasted, unused, and ineffective content...

26. Or, you can keep adding to the pile of wasted, unused, and ineffective content...
Up to you.

27. Find out exactly how to build your
Own content dashboard.
Download The Blueprint to
B2B Content Metrics
DOWNLOAD