Just as the phone number list journey of a thousand miles begins with a single step, the phone number list journey to measuring your content marketing ROI begins with a single area. It's a first step that 28% of B2B marketers aren't taking — they say they don't measure the ROI phone number list of their content efforts, according to CMI's B2B phone number list Content Marketing : Benchmarks, Budgets and Trends 2017 - Americas from the North .
Take it from the top Skyler's team at HCSS started out as part of the 28% who don't track their content's ROI, even publishing content without mapping it to a particular person. The phone number list HCSS team knew something had to change, so they focused on creating top-notch content and carefully tracking how it was generating marketing-qualified leads (MQLs). With diligent planning and lots of learning, content now generates so many qualified leads that the phone number list sales team can't keep up with the flow of leads.
Basic tools tend to suffice for measuring content at the phone number list top of the funnel, because at this point you're primarily concerned with building your audience size and nurturing them closer to a purchase. Google Analytics may be all you need to effectively assess the phone number list performance of your content. But don't fall into the phone number list trap of just measuring pageviews; this single data point will not tell the whole story of your content ROI.
HAND-RELATED CONTENT: For Autodesk's Dusty, early efforts to prove ROI were easier when focused closer to a purchase. At this point in the phone number list buyer's journey, there are fewer steps between when the prospect interacts with the content and makes the phone number list final decision to buy. You probably already have more information about these prospects in your pipeline.
Dusty suggests that when the phone number list behavior of audience members shows strong signs of interest in the solution you offer, you present half of that audience with content. This can be an e-book download, webinar invitation, or social media interaction; the important thing is that it is designed to push them towards a decision.
RELATED CONTENT ON HAND: How to Increase Conversions at Every Stage of the phone number list Customer Journey. Start where it hurts Carla from Type A Communication suggests that you focus your measurement efforts on pain points, which can appear at different points in the phone number list sales funnel. Perhaps you have a large audience that produces a large number of qualified leads, but few of those leads turn into customers. Give each piece of content a purpose.
Your content marketing phone number list as a whole should be driven by large-scale, macro goals (like increasing content-related conversions quarter over quarter), but each piece phone number list of content should also have its own goal. Ardath of Marketing Interactions told us that during her workshop at Content Marketing World, she challenged participants to assign a goal to each piece of content. This was, she said, by far the phone number list most difficult part of the exercise for many participants.
RELATED CONTENT AT HAND: How to match key metrics with your content goals Start measuring marketing ROI If you're ready to take the phone number list first step on your data-driven content journey, start by asking yourself these content questions. They should get you started on the right foot:
What stages does my audience go through before making a final buying decision?
Where is the phone number list bottleneck in this decision flow right now?
If we create content to help ease that pain, what metrics will show it's working?
Do we have the phone number list tools to provide data on at least some of these measures?
Have we clearly identified the macro and micro goals of our content?
Is the process for tracking content progress toward these goals explicit and clear?