When the concept of “content marketing” first took hold in the B2B world in the mid-to-late 2000s, the process of measuring content impact and effectiveness was a little bit like blindfolding a squirrel in 2,000-acre forest and giving it one minute to find the only acorn.
Sure, the squirrel might get lucky and find that acorn. But chances were better that it would wander aimlessly, wasting precious time and resources in the process.
Until recently, gauging B2B content marketing value wasn’t much different. Yes, we could track basic high-level metrics to help us loosely determine if the content we produced led to some sort of customer action. But that analysis was cloudy at best, and it did very little to answer two very important questions:
1. Which content formats, subjects, and channels are resonating most with specific subsets of our target audience?
2. What could we be doing to better optimize our content production and distribution so that prospects receive the right message at the right time< , and feel naturally compelled to take the next step on their buyer journey?
Today, thanks in large part to the emergence of various tools and technology, it’s a little bit easier to answer those questions. Yet, at the majority of B2B businesses, the process of gauging content marketing effectiveness remains largely unchanged.