Talk to and learn from colleagues in the industry. By themselves, user behavior metrics don't tell you much. However, when combined with other metrics (such as traffic performance), they can provide marketers with a directional view of reader engagement and content performance. Your team can analyze 100 different metrics related to your last blog post, new landing page, or recent email campaign, but they don't really matter unless you have objectives with which to measure performance.
Most B2B marketers focus on the most important objectives, such as brand awareness, education, and building credibility. However, that shouldn't limit your teams from also succeeding in using content to generate leads, encourage subscribers, increase event attendance, and generate revenue. Our goal is to present ideas, thoughts and opinions related to B2B online marketing, with an emphasis on search, social media and content marketing. We hope to provide B2B professionals with the opportunity to participate in debates and ideas related to our campaigns, initiatives and research in all facets of online marketing.
When it comes to content marketing, you'll be surprised to learn that 88 percent of B2B marketers use the process every day, and another 76 percent plan to do so in the future. Currently, social networks are becoming one of the main platforms on which online users communicate, so it shouldn't surprise us to discover that it's important to keep track of what you share on social networks. Perhaps you can consider Buffer and Brand24 as a way to monitor your social activity on all platforms. A tool like BuzzSumo can help you identify which topics and articles are most shared.
For a website to have a constant influx of traffic, you need to know more about this traffic. What is your main source of traffic? Could improvements be made in relation to content marketing? Knowing where your traffic comes from and what type of content generates the most views can mean that you can make modifications if necessary. Once again, there are a number of tools that can be used to help you see your traffic and sources. Google Analytics could be the optimal choice for most of you, as it has proven to provide the most accurate data in relation to traffic sources, user behavior, and acquisitions.
Regardless of what they tell you, backlinks are more important today than ever. Although the practice of how backlinks are obtained and validated has changed, strong backlinks will continue to be useful from an SEO point of view. Therefore, you should analyze what types of sites link to you and how you can ensure that your content is worth citing in the future. Listen to the most downloaded B2B sales podcast in the world.
Do you need more information on how to convince him? Demand Metric states that content marketing costs 62% less than outbound marketing and generates three times more leads. Either way, it's important to know how readers got to your content. To find traffic sources for your blog or website, you can use a platform like Google Analytics. How is your content doing? Does Google recognize that you are the answer to the search engine's problems? With Google Search Console, you can determine how many impressions your content has received.
The more impressions you have, the more people you'll reach. In a content strategy, it is essential to know how many views a page receives. This measurement helps to understand the level of traffic and interest in the content. On the contrary, low numbers may indicate that the website, in general, does not have as much content capable of attracting.
While the objectives can (and will) change within the timeline of a campaign or a year, all team members must understand the new objective in order to make short-term decisions in the content marketing strategy in order to achieve the broader objective. If you've invested time optimizing your content for search engines, SEO metrics can greatly improve your understanding of general brand knowledge. Generating brand awareness allows companies to expand their network of contacts, but to engage members of your target audience and transform them into loyal customers, you need to attract them with attractive content. Last but not least, content marketers must analyze how many leads their content generates.
With its ability to help brands to skyrocket the visibility and organic reach of brands, content marketing is often considered a top-tier marketing tactic. After identifying your content marketing objectives, choose the programs with which you want to track your progress toward a goal. It won't give you a complete picture of performance, but it can tell you if your content works well (high impressions and CTR) or if it needs to be adjusted (low impressions, low CTR, or a combination of both). In fact, a study conducted by Aberdeen found that brands that adopted content marketing achieved conversion rates six times higher than those that didn't.
While there's no metric that can illustrate this on its own, social media actions and backlinks shed light on whether or not people are willing to share your content with their personal audiences. These measures represent your ability not only to capture your audience's attention, but also to take it deeper into the sales funnel. Marketing teams will have to justify the resources to create high-quality content that really serves to make a difference and, therefore, having those metrics and being able to compare them with established KPIs is crucial. .
