“Content marketing is king.”
“Content marketing is the future.”
“Content marketing is the new black.”
Over the last few years, we’ve heard quite a few grandiose statements about content marketing. In our experience, content marketing has indeed been an effective strategy for reaching the B2B marketplace. However, when we hear big claims like those quoted above, it makes us wonder, “How can you be certain?”
Our confidence in content marketing comes from our measurement of the results. By developing a measurement system that is relevant, consistent, and precise, we’ve been able to hone in on which strategies are effective and which are not.
However, measuring the effectiveness of content marketing is still a mystery for some. There are so many metrics out there that it can be confusing.
To be sure, you need to keep an eye on leading indicators such as:
- Total content impressions
- Email opens
- Link clicks
- Web page hits
- Form fills
These metrics demonstrate reach and interest. They measure the fact that your message is getting out there, and in some cases making an impact.
These metrics, however, are insufficient in a B2B sales cycle that needs sales representative engagement. To truly measure the bottom-line effectiveness of your marketing, you need to include these metrics:
- Marketing Qualified Leads generated: How many engaged leads are interacting with the content?
- Conversations created: How many of these leads actually drive a market conversation?
- Sales Accepted Leads generated: Of these conversations, how many were with a prospect that could buy now, or is a good prospect for the future that sales can start a relationship with?
- Opportunities created: How many opportunities have been created as a result of the sales accepted leads?
- Closed deals: How many deals have been closed?
Getting clear on these metrics requires a disciplined system, a strong content marketing platform, good content, and a strong team. But, it can be done.
If you are looking to initiate or improve a results-driven content marketing program, consider partnering with NuGrowth. To find out how NuGrowth can help, contact the team at 800-966-3051 or fill out a contact form and we will be in touch.
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Author: Paul Fuller
As President of NuGrowth Digital, Paul Fuller is responsible for ensuring campaigns, systems, and people are aligned to deliver high quality leads, relationships and net new revenue to NuGrowth clients. A founder and partner in NuGrowth Solutions, Paul has led both sales and digital marketing teams for clients ranging from innovative start-ups to enterprises with billions in revenue.