Every business should have a framework for analysis and evaluation. Even when the company has plenty of leads and sales, it’s important to evaluate your marketing efforts.
For B2B companies this is just as relevant. Below are a few things to guide you through the evaluation process for B2B content marketing efforts.
Where do your Leads come from?
Content marketing is not a direct selling method. It represents the starting point for forming and growing customer relations. B2B content marketing may not generate direct leads for you, but it’s likely a critical part of attaining and retaining customers.
You should have a way to track website conversions with the help of analytics tools. Look back at regular intervals (monthly, quarterly or yearly) to get a high-level overview of the sources that are driving conversions for your company. An effective B2B marketing strategy will generate leads from a variety of sources, including organic search, paid search, email marketing, referrals, and social media.
What Pages are Visitors Viewing?
Evaluation of content marketing entails the analysis of which pages and content pieces your visitors are looking at. You can use Google Analytics to track website activity. In the dashboard you have many options including seeing the top-visited pages, along with other metrics such as average time spent on page, source of the visit or the bounce rate.
Your website metrics tell you not only which are the most popular pages but which pages retain visitors the longest.
What Pages are Driving Traffic to the Website?
Moving on from which pages are getting the most engagement from visitors, you should also know what pages visitors are landing on your B2B website. Some results may be unexpected. While you may think your product or service page attracts most new visitors, but it could be a high quality content piece you wrote a couple of years ago.
In your analytics tool look at the top landing pages for your website. This shows which landing pages is driving traffic, both repeated as well as new visitors to the website. One of the most important metrics still remains conversions, so look at which pages offer you the best conversion rate and see if you can replicate it with new content.
Does Your Social Media Presence Have an Impact?
Social media is a powerhouse marketing tool. You can spread awareness, engage in conversations and build up good will with existing and potential customers. Your aim should be to share content on social media that is relevant for your followers, provides them with insightful or entertaining information, and is engaging enough for your followers to share within their own network.
When evaluating your content marketing strategy and efforts, make sure to look at the metrics for each social network where your company has an active presence.