Finding your footing with marketing content means equipping yourself with the right tools from the start. Simply put, if you can’t measure your performance, you won’t know where you’re headed.
That’s why a marketing metrics dashboard is such an important tool to have, especially when you’re managing multiple campaigns. By using a marketing metrics dashboard, you’ll be able to gather data on both your internal and external reach, giving you a broader scope of where your campaign strengths and weaknesses lie and where to make adjustments moving forward.
For a deeper look at the how and why of content measurement, check out our eBook, The Blueprint to B2B Content Metrics. Let’s take a look at some stats on why this is so crucial:
Content creation is up by 70% from 2014. (Tweet this!)
With such a dramatic rise, it’s safe to say that by 2016 the demand for new and fresh content will continue to increase at a drastic rate (Content Marketing Institute).
50% of B2B marketers cite the inability to measure content metrics a major challenge. (Tweet this!)
A recent study found that half of B2B enterprise marketers cite the inability to measure the effectiveness of their content as a challenge, demonstrating a felt need among marketers for better tools and processes for effective content metrics.
Inefficiencies cost up to 25% of your content budget. (Tweet this!)
Without using a marketing metrics dashboard, you won’t be able to properly track your content and how it’s used. Mid and large-size B2Bs average a loss of $.25 on every dollar due to inefficiency in content building.
49% of marketers are only using basic metrics. (Tweet this!)
Refining your metrics to bring deeper insight into your content means you’ll be ahead of over half of marketers trying to track their performance.
70% of B2B enterprises are creating more content than a year ago, with 52% planning to increase spending on content. (Tweet this!)
Over half of the B2B enterprises that increased their content production from 2014 are also planning to increase their content budgets, making it more important to track and measure campaigns with a marketing metrics dashboard.
70% of B2B content goes unused because content isn’t strategically mapped to buyer interests and topics they care about. (Tweet this!)
If buyers aren’t hearing and seeing what they need, B2B enterprises risk wasting over 70% of their content.
Most B2Bs are missing these 2 important metrics. (Tweet this!)
While it’s crucial to track your reach, many B2Bs are missing the ability to track across all external channels like social AND internal metrics. In fact, only 27% of marketers say they’re effectively tracking content utilization metrics.
87% of CMOs want more visibility around content performance. (Tweet this!)
If your CMO wants to see results, then having a solid marketing metrics dashboard will improve your reporting.
Content inefficiencies account for an estimated $958 million in wasted resources annually. (Tweet this!)
We’ve mentioned this number before but it’s certainly worth repeating. Since metrics are part of your overall content creation and release process, cutting down on wasted time and resources will help you shy away from this massive estimate.
This is just a brief overview of why having a marketing metrics dashboard will improve your B2B organization’s overall performance. Check out Kapost’s full eBook here.