How to Improve the ROI of Your B2B Content Marketing
Have you noticed that the ROI from your company’s B2B content marketing strategy is beginning to slow?
Maybe it’s even dried up completely.
Perhaps, it was never moving the needle much to begin with.
Whatever the case, there are a number of strategies out there that can help you turn things around. The Internet is full of best practices and exciting new trends that all promise you a B2B content marketing strategy that is sure to improve your ROI.
However, unless you’re fueling these strategies with accurate data, it’s hard to predict whether or not these new approaches will actually work.
3 Ways Data Will Improve the ROI of Your B2B Content Marketing
There have never been more options for building a successful B2B content marketing strategy. Still, if you want the best possible results, you must leverage the following three ways to reach your goals by leveraging data.
1. Understanding the Effect Your Content Has
According to the Content Marketing Institute, 79% of B2B marketers use analytics tools. This makes them the most popular marketing tool by far, even beating out editorial calendars, social media calendars, CMSs, and marketing automation software.
This is for good reason.
Analytics is one of the best ways to understand whether or not your content is actually having its desired effect. Aside from measuring traffic, these platforms can also provide you with data about:
- Time on Page
- Engaged Time
- Bounce Rate
- Navigation Behavior
- Total Lead Attribution
In short, this kind of data gives you objective feedback about the effect your content is having. In turn, you can use this information to refine future efforts. Without this kind of data, the best you can do is map content to your funnel and then determine whether or not it’s working based solely on conversions.
Once you begin to understand the exact effect your posts are having, a better B2B content marketing is bound to follow.
2. Knowing What Content to Serve to Each Segment
If all you take from this article is the above advice, your B2B content marketing strategy will certainly be better for it.
However, you’ll still run into unnecessary problems. Specifically, some of those analytics may tell you that posts are underperforming when, in reality, it only appears that way because you’re putting that content in front of your entire audience, instead of a specific segment.
Instead, you should be using personalization to customize the content prospects see based on important traits like:
- Intent Data
- Firmographic Information
- IP Addresses
- Past Preferences
The list goes on and on, but the point is that you should be using data to give each segment of your market the ideal selection of content. 66% of B2B buyers report that it’s “very important” that sites “speak directly to the needs of their industry and expertise.” So, either use data to create a personalized experience or risk losing as much as two-thirds of your site’s visitors.
3. Tailoring Your Email Sequences
Because of the longer buyer journeys, most B2B content marketing strategies absolutely must utilize email sequences. It’s the only realistic way to keep prospects engaged and, eventually, send a sales email to convert them.
Unfortunately, when it comes to these important sequences, far too many marketers make a similar mistake to the one we just touched on. They take a one-size-fits-all to their email list and send every recipient the same type of message. Not surprisingly, B2B marketers who do this often go on to claim that email sequences no longer work.
In reality, content – including emails – that is developed based on relevant data always has a better chance of keeping leads engaged and priming them for conversion. In short, personalized email campaigns have now become a requirement, too.
Furthermore, creating email segments that are too broad is almost as bad as not having them at all. This is yet another reason the right data is so important.
Better data leads to better email segmentation which leads to better results.
Improve Your B2B Content Marketing with Data Right Away
At Hushly, we’re firm believers that the cornerstone of effective marketing is high-quality data. That’s why we designed our platform with double opt-in and contact form verification features, among other things.
Best of all, this software will immediately add a positive ROI to all of your content. With each new post, you’ll start seeing new leads – including data you can use to convert them.
To learn more about how your user-friendly platform makes it easier than ever to turn website visitors into qualified leads, request a free demo today.