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Unlocking B2B Success: #2 Measuring and Refining Your Content Performance

In my last blog, I gave an overview of how content marketing and SEO can help you to achieve your goals by standing out from the crowd, capturing attention and driving leads.

But the journey doesn’t end there. If you want to succeed in B2B, you must fuel your marketing strategy by consistently measuring and refining your content performance.

tape measure on a yellow background

Data, data, data – dive into those metrics

Embrace the power of data. To truly understand how well your content is performing, you need to track those juicy metrics. Dive into your website analytics to uncover what’s really happening and to gain insights into your traffic, user behaviour and engagement.

Monitor metrics such as Views/Page Views, Conversions, and Session/Traffic. These will help you understand what’s working on your site and what isn’t so you can make improvements.

person diving into the sea from a speedboat

The lead generation game - measuring and refining

As B2B marketers, we all know the importance of lead generation. It’s central to the success of our marketing efforts and crucial for the company. So, make sure you track the impact of your content on lead generation. You can use marketing automation and CRM systems to trace the journey from content consumption to lead conversion.

This way, you can clearly understand which content pieces are pulling in those coveted leads and which ones need a little extra care and attention.

Embrace feedback to hone your content

Numbers are great, but remember the power of qualitative feedback. Engage with current customers and target audiences through surveys, feedback forms, or social media listening. Take time to understand what they think of your content. What resonates with them? What turns them away? What can be improved?

Just because you think something's good, your audience may feel different. A/B testing is a powerful technique that allows you to compare different versions of your content to determine which performs better. So, conduct A/B tests on various elements of your content, such as headlines, visuals, CTAs, or messaging. This will give you valuable insights into what resonates best with your audience.

Invaluable feedback from your qualitative research and A/B tests will help you to fine-tune your content strategy and create even more impactful pieces that truly speak to your target audience.

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Iterate and optimise your content

Measuring your content performance is just the beginning. The real magic happens when you use those insights to refine and optimise your content strategy. Let your data be your guide. Test different approaches, experiment with new formats, and iterate based on what you learn.

Remember, Rome wasn’t built in a day, and neither is a high-performing content strategy. It’s a journey of continuous improvement. But each step brings you closer to unlocking the full potential of your B2B content.

Complacency is your enemy

In the ever-changing world of B2B marketing, success is a constant process. Never be complacent. To succeed, you need to adapt and commit to continuous improvement.

So, embrace the power of data, track your lead generation efforts, and listen to valuable feedback from your audience.

With these insights, you can optimise your content strategy and drive even better results.

Need help with your content strategy or writing engaging copy that makes you stand out from the competition? Get in touch, and let's have a chat.



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