What Does a B2B Holiday Customer Experience Look Like?

In the run-up to the holidays, it’s important to ensure that your B2B holiday customer experience (CX) is top-notch. Consumers are more likely to spend money with companies that have a positive experience, so it’s vital to get ahead of the game if you want to succeed in the new year.

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How to Use Your Content Engagement Metrics to Create Powerful, Engaging Content

Content marketing is a powerful tool for B2B businesses. But if you’re like most companies, you’re not sure how to use your content engagement metrics to create engaging content.

Content engagement metrics are the most effective way to determine your content’s success (or failure). These metrics can help you determine what works and what doesn’t to create successful content in the future.

If you’re not quite sure how your content engagement metrics can be put to work in creating powerful and engaging content, then you’re in the right place.

How Can the Right Content Engagement Metrics Help Your Content Creation?

Content marketing is a complete double-edged sword. It can be a powerful promotional tool or a time-consuming chore, depending on the industry. The best way to create engaging content is to know exactly what your audience wants and to deliver it in a way that gives them what they want. This is where content engagement metrics come in.

These metrics give you the insight you need to create engaging content.

How? By showing you how your audience is interacting with your content, for how long, and by showing you which pieces drive the most conversions.

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Are There Certain Content Engagement Metrics That You Should Be Monitoring?

Absolutely!

With so many metrics at your disposal, getting swept up in information overload can be easy. The best way to avoid this is by splitting up your metrics into two categories:

  • Vanity Metrics: These metrics measure how many likes, views, comments, and shares each post has received. They are important for gauging the popularity of your blog or social media account.
  • Actionable Metrics: These metrics measure how your blog or social media account has influenced people and drives traffic to your website. Actions like bookmarks, referrals, social shares, etc. are all good examples of actionable metrics. These metrics help you determine what your audience wants, and how you can better meet their needs.

What are the Actionable Metrics to Be Monitoring?

When you’re looking at your content engagement metrics, you want to pay careful attention to a handful of actionable metrics that you can use to create powerful and engaging content.

A few of these metrics include:

Page Views Per Session

This measures the number of pages viewed per time spent on your website. This metric can help you gauge how many people spend time on your pages and how engaged they are with your content. This is important because it enables you to tailor your content to meet their needs. It can show you if your content is engaging them or if they are getting bored. If this metric is low, it can indicate that your content isn’t connecting with them.

Bounce Rates

This is a good metric to gauge whether a page is helpful to your audience. A low bounce rate means that people are clicking around your pages, which means they are looking at and reading your content. A high bounce rate means that people are leaving your website too soon, indicating that your content isn’t fulfilling their needs.

Conversions

This is the ultimate metric. It tells you whether your content is working. Conversions are any metric that shows your content is converting visitors into new customers or fans. This is important because it helps you gauge how effective your content is. It can show you if your content is driving people to take an action, like making a purchase.

Share Ratio

This is a good metric to gauge how much interest an individual piece of content has generated. If a piece of content has generated a lot of shares, this indicates that it is valuable and is driving much traffic. Otherwise, a low share ratio can indicate that your content isn’t generating much interest.

Putting These Metrics to Work: 3 Tips for Turning Your Content Engagement Numbers into Engaging Content

For B2B marketers, the shift to Digital Marketing is part of a long-term strategy to better connect with their target audience. But once they get into the online content creation process, many struggle to know where to start.

Here are a few tips to put your content engagement numbers to work for you:

1. Use Bounce Rates to Determine What Content Needs to Go

Bounce rates give you an indication of whether or not your content is useful. If you notice that certain pieces of content are receiving higher bounce rates than others, then you have two options:

  • Revisit/edit the content: If a certain topic is technically in your wheelhouse and should be beneficial to your audience, yet you are still seeing high bounce rates for it – then you may need to take it down and revamp it with new information. You may be able to add a new section to the page that addresses what your audience isn’t seeing. Or you could do a complete overhaul of that page. Either way, you can show the value of your content by re-examining and editing your content to better connect with your audience.
  • Replace it entirely: If a certain piece of content isn’t resonating with your audience and it’s not serving the purpose that you intended it to – you may want to simply replace the piece entirely with something new. 

2. Use Conversions to Determine What Content Needs to Go

If your goal is to drive more conversions, then the content that is driving the best conversions is the content that should receive the most attention and focus. The best way to accomplish this is to look at your conversion metrics.

You can use these metrics to determine what content your audience is the most interested in. If you notice that a particular topic is driving a lot of conversions, then you have the option of writing more pieces of content that address that topic. Anything that isn’t driving the conversions you want should be removed, and your attention should go towards researching something new.

3. Use Share Ratio to Determine the Value of Your Content

If you notice that particular pieces of content are generating many shares, you can be confident that those pieces of content are valuable to your audience. If the share ratio isn’t high, then it may indicate that you need to reevaluate your content and see if it’s still of value to your audience.

Make Sure You’re Tracking the Right Content Engagement Metrics

You can’t make informed decisions about your content if you aren’t tracking the right metrics. If you aren’t tracking the right metrics, then you will never know which content is driving the best conversions, which content is the most valuable, and which content needs to be removed.

Not quite sure which content engagement metrics you should be monitoring? Check out this helpful guide to get you started!

What is User-Generated Content Marketing?

User-generated content is the next wave of content marketing, and it’s something that B2B businesses will need to adapt to if they want to stay on top of the latest marketing trends. But what exactly is user-generated content marketing, and can it help B2B businesses?

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What is Martech Automation and Do You Really Need It?

In today’s fast-paced digital world, marketers have to constantly be on their game, competing with other businesses for the attention and trust of their customers. There’s no better way to boost your marketing campaigns than with martech automation. It’s the ultimate B2B solution for marketers looking to boost their marketing efforts.

However, when it comes to the term martech automation, it’s often used interchangeably with the term marketing automation. Are they one and the same?

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Why You Should be Using Video on Your Landing Pages

Landing pages are a critical piece of most modern websites, but they’re not just for sales. Landing pages have become a key tool for any marketing professional who wants to engage and convert their prospects. And for good reason. Landing pages help your prospects get to know you, get to know your brand, and get to know the benefits of working with you. However, if you’re looking to truly stand out from the competition, you should be using video on your landing pages.

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What Does an Account-Based Marketing Campaign Look Like?

Account-based marketing (ABM) isn’t exactly a new concept. However, it’s become a trending topic recently. It’s a strategy that focuses on targeting each individual’s needs and wants rather than trying to sell to an entire market at once. Account-based marketing campaigns are incredibly personalized, making them a powerful way to communicate with customers and build brand loyalty, which helps increase overall conversions. However, for those just starting out, it can be a bit of an overwhelming process. That’s why it’s essential to take a moment to understand the basics.

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What Do Winning Martech Stack Examples Look Like?

Both B2B and B2C brands know just how vital the right marketing tools can be. Unfortunately, many companies don’t know how to choose the right tools for their needs, or they fall under the impression that they need access to “all the things” to do a good job. If you’re considering investing in a new stack or revamping your current one, then you’ll want to take the time to research what quality martech stack examples look like.

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3 Ecommerce Security Threats You Need to Be Aware of This Fall: + Solutions to Help Protect You and Your Consumers

Cybercriminals are always looking for new ways to make money. Unscrupulous hackers will try to take advantage of any kind of online transaction to make a quick buck – no matter if it’s at your expense or that of your consumers. As the holiday season quickly approaches, your ecommerce security should be top of mind to ensure that you and your shoppers don’t fall victim to an attack.

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