The Best B2B Content Marketing Metrics for Your Business
It's time to measure correctly
Gone are the days of chalking “marketing success” up to the number of leads generated from a piece of content, or the open rate of a nurturing email.
Metrics that matters
What today’s stakeholders want to know is simple: did the funds going into your marketing budget actually lead to more revenue for your business?
It starts with using measurable content formats
A go-to file format for most businesses, PDFs have been around for decades. Despite the familiarity and universality of PDFs, the word “decades” is a red flag considering the pace at which digital marketing has evolved.
PDFs only show vanity metrics
Once a visitor downloads a PDF from your website, they take their traceability with them; in other words, their actions become impossible to track.
Stop using PDFs
Start using interactive web content formats
Then, start tracking metrics throughout the funnel
Which pages / topics were most valuable, how did people get retargeted, how long did it take to go from reader to MQL?