For any successful campaign, you want to have a marketing metrics dashboard in place [[link to marketing metrics article when live]] so all of your assets are tracked from start to finish. But with so many metrics to stay on top of, you want to make sure you’re making the most important calculations first.
In The Blueprint to B2B Content Metrics, we explain the major components of what should be in your marketing metrics dashboard.
Here are some of the most important calculations to measure the impact of your content:
Average Length of Marketing Content Production
This metric falls under the three pillars of content marketing measurement and it’s a great place to start when calculating the impact of your content. Begin by determining the length of a production cycle from start to finish and, after you have a timeline, you can start calculating other metrics.
Total Reach
Measuring your content’s reach is essential but it’s easy to get myopic. By simply measuring how your clients are engaging with your content means you’re missing a whole other section of users. You’ll want to calculate both external and internal reach.
Internal: the closed feedback loop. To calculate your content’s internal reach, use these three basic questions to generate your numbers:
1. How much marketing content is being consumed and digested by internal teams?
2. Are these teams using content to facilitate and drive engagement with buyers?
3. What kind of engagement are we getting from buyers as a result of internal shares of our content?
By using these three questions, you can easily calculate crucial internal reach metrics: number of internal views and downloads, number of internal shares, and referral traffic.
External: external reach is often more difficult because you’ll be pulling metrics from multiple sources and social channels. Here are some basic calculations you want to use to measure your external reach:
- Number of engagements per month categorized by engagement type (downloads, page-views, open rates).
- Number of engagements by content type, persona, and by sales stage.
- 10 most engaged assets per quarter
- 10 most shared assets per quarter
Calculate Your Content Score
Generating your content score will help you determine how well content is converting. To find your content score, start by evaluating each buyer’s movement at a stage in the sales pipeline and the content they consume during that stage.
After you’ve determined a buyer’s movements, divide that conversion by categories, assets, or campaigns touched to determine the weight and score of the content.
One other method of content scoring is the first touch/last touch model. With this conversion model, greater weight is given to the first and last stage in the pipeline.
Take a look at this conversion model for a better idea:
Now that you’ve got the basic numbers, it’s time to build out a marketing metrics dashboard [[link to marketing metrics dashboard article]].
