Resources  >> How Do You Measure Your Content Marketing?

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  April 07, 2016

How Do You Measure Your Content Marketing?

Go beyond activity metrics and measure what happens next.

In my last post, Two Ways Technology Changes Influence Marketing, I gave y’all a heads up about new expectations. In a stroke of good timing, along comes Bizible’s ebook on collecting and measuring engagement metrics: B2B Marketing Attribution 101.

The biggest aha from it: most clients interact with us 35 times before making a decision. Wow. That explains a lot.

The upshot: competitive marketplaces force us to go beyond the “activity” metrics on how many articles, blogs, etc. we put out there. Now is the time to measure what happens next: how many people read and act. Given the tools out there, this data shouldn’t be hard to generate.


Related: Content Marketing Trends That Change Everything


But what this information really forces us to do is to look closely at our sales processes. How do we qualify a prospect? What’s the process of creating urgency to act? Sales data matters, too.

Many of these recommendations will work for larger organizations, but I think smaller operations will also find this ebook worth reading. Click here to download. (Registration required.)


Other Resources You May Like:

 


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.