{"id":290,"date":"2014-02-10T11:00:17","date_gmt":"2014-02-10T11:00:17","guid":{"rendered":"http:\/\/www.sasamat.ca\/test\/?p=290"},"modified":"2014-02-10T18:45:49","modified_gmt":"2014-02-10T18:45:49","slug":"6-process-resources-for-measuring-b2b-content-marketing-performance-8","status":"publish","type":"post","link":"https:\/\/www.timwyatt.ca\/test\/?p=290","title":{"rendered":"6 Process Resources for Measuring B2B Content Marketing Performance"},"content":{"rendered":"

\"performanceYou\u2019ve no doubt reviewed one of the Content Marketing Institute\u2019s\u00a0research reports<\/a>\u00a0on Content Marketing Budgets, Benchmarks and Trends. As a B2B online marketing strategist, my focus is with its B2B Content Marketing Research<\/a>\u00a0report, and one of the more important points I found lies within the organizational goals set for content marketing initiatives. Content marketing clients want to make sure their objectives are satisfying similar criteria as their peers\u2019 efforts.<\/span><\/p>\n

Here is the chart again for reference:<\/p>\n

\"chart-organizational<\/p>\n

While this year\u2019s top content marketing goals shouldn\u2019t come as a surprise, in my mind, the biggest unanswered question is, how can B2B marketers demonstrate goal completion?<\/em>\u00a0<\/em>In this article, I\u2019ll outline how to demonstrate B2B content marketing performance in association with three primary challenges: brand awareness, thought leadership, and engagement.<\/p>\n

Brand awareness<\/h2>\n

Even though page performance metrics found in Google Analytics are strong indicators of B2B content marketing success (check out Andy Crestodina\u2019s\u00a0article<\/a>\u00a0for a more in-depth discussion on content optimization through Google Analytics), they don\u2019t fully illustrate the reach of the content that\u2019s developed and marketed. Here are important reporting options for content marketers benchmarking brand awareness.<\/p>\n

1. Google Webmaster Tools\u2019 keyword report: <\/strong>Google continues to improve the information that\u2019s accessible to site owners in its Webmaster Tools suite, especially in the wake of significantly increased \u201cnot provided\u201d keyword referral data in Google Analytics.<\/p>\n

Marketers logged into Webmaster Tools can navigate to \u201cSearch Traffic\u201d \u2013> \u201cSearch Queries,\u201d clicking the \u201cTop Pages\u201d tab, to get an overview of the approximate clicks and impressions in organic search results that web pages have received. The latter half helps define reach of your efforts.<\/p>\n

\"search<\/p>\n

Marketers should export and filter this report to find the web addresses associated with content marketing assets published. Take note:<\/strong> Webmaster Tool data is only accessible for the past 90 days, so you\u2019ll need to export information on a periodic basis if you want to build out trending information.<\/p>\n

Key measurement data to benchmark:<\/p>\n