One of the main questions you may ask yourself when launching your B2B strategy is how to perform a content analysis that allows you to evaluate its performance. In this post we tell you the 5 mistakes to avoid when measuring your content.
Summary
One of the main questions you may ask yourself when launching your B2B strategy is how to conduct a content analysis that allows you to evaluate its performance . Creating content involves a significant deployment of resources and investment, which you will have to justify at a certain point. At first, everyone is very enthusiastic about the idea of launching a corporate blog, starting to write articles, inviting clients to participate in industry webinars… But at the end of the year, you will have to justify the results that all these initiatives had for your business, whether in the form of brand visibility, lead generation or business opportunities.
Conducting a regular performance analysis
of your content will allow you to identify successful actions, others that are not so successful, and even opportunities for the future of your strategy . And every analysis starts with a first step: the measurement plan.
In this post I want to tell you about the 5 most common mistakes you should avoid when planning to measure your content . telemarketing data Visualizing them will help you avoid making them and therefore define the correct guidelines for analyzing your content.
Mistake 1: When we only measure visibility
Content may be seen as just email drip campaign: a complete guide to engagement providing visibility to a brand and having nothing to do with business or sales processes. However, at a time when 47% of B2B buyers consume at spam data least three or four pieces of content before contacting the sales team according to Curata , content plays a crucial role performance analysis from attracting, to considering and converting a customer.
In the current scenario where we spend an average of 3-4 hours consuming information and entertainment online, content has become the pillar or backbone of any B2B marketing strategy. And so, both in content creation and in its measurement, we must consider what other goals our content contributes to in order to set objectives, define metrics and establish KPIs.
I’ll give you a simple and simplified example
Imagine that you have two content formats on your website: blog articles and webinars . While the former are usually oriented towards much more open topics in your sector or industry that are not necessarily linked to your product or service, but do have a clear relationship with the interests of your audience or buyer personas ; the second performance analysis format is designed to introduce in an educational way problems that your users usually have and that your product could solve, performance analysis always presented in a content format that provides value and utility to the user.
In both cases we are talking about types of content, however the first will have an objective of visibility and attracting new users and the second of consideration or conversion since it will be in the “prelude” to the sales process.