Proving ROI is named as the greatest challenge for marketers time after time in surveys. But if you collect the right data and take the time to analyze it, it can be done.
According to a recent survey by the Content Marketing Institute and Marketing Profs, website traffic is still the most commonly used measurement by B2B content marketers.
I would argue that while website traffic is a good number to know, it is important to dig even deeper if you are going to use your measurements to improve your content marketing efforts moving forward.
The detailed reports available from content management and marketing automation software such as HubSpot provide the opportunity to drill down to see specifically which pieces of content are attracting website visitors, as well as which ones start the journey that ultimately leads to a sale.
Using this type of closed loop marketing and detailed analytics can help you not only prove ROI to your boss, who is more interested in sales than just traffic, but also continually improve your inbound marketing strategy to maximize the impact of your content on all measurements, from website traffic to lead quality and SEO ranking.
Find the data you need to make incremental changes by following the steps in Unlock the ROI of Your Marketing With Analytics.
Which metrics are most important to you in measuring your B2B content marketing success?