B2B Content Marketing: How to Define & Track 7 Key Goals

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Define and measure 7 essential content marketing goals so your content can convert B2B consumers. Here’s our guide to doing it step-by-step.

Online marketing blog, Backlinko.com recently sold to SEMRush for an undisclosed amount.

But we can safely assume it wasn’t cheap.

Between 2013 and 2018, over 4,000 people signed up for the Backlinko.com training program, “SEO that works.”

At $5,964 per subscription, that’s over $23,856,000 in sales.

To join the rank of top B2B publishers like Backlinko, with 468k YouTube subscribers and over 500,000 organic monthly visitors, you can’t wing it.

You need to set detailed content marketing goals.

We’ve got you covered. In this guide, you’ll learn how to define and measure seven essential content marketing goals for B2B publishers:

  1. Lead Generation.
  2. Brand Awareness.
  3. Thought Leadership.
  4. Organic Share of Voice.
  5. Roadblocks.
  6. Educate and Inform.
  7. User Engagement.

1. Lead Generation

Let’s start with the most important goal, which is tied to money going into your bank account: lead generation.

New prospects may come through whitepaper or ebook downloads, form submissions, or demo calls.

I think we can all agree on why content that engages Belarus Phone Number new prospects is important. You have to keep feeding the machine.

Without new prospects, business stalls or declines.

Determining what type of content supports lead generation can get a little complicated. But stay with me.

Essentially, you need to work backward from your best prospects to find your “high-value pages.”

Defining Lead Gen Goals

This process will not work unless Google Analytics is properly configured with goals in direct relation to how they support your business objectives (and even better if values have been assigned by goal completion type).

The first step is finding what content assists in a user completing one of those predefined goals.

Then make an assessment, is there a trend in the type of content?

Why did this content resonate with your audience?

The answers to these questions will inform your content marketing strategy to get new prospects.

Lastly, work out how many more pages you need to hit your sales goal.

This number is based on the proposed new traffic volume and historical conversion rate.

Measuring Lead Gen

Measuring whether content meets the lead generation goals is easy using Google Analytics.

Here’s how to measure an increase in new prospects:

  1. Open Google Analytics.
  2. Click Conversions and Goals.
  3. Select the Overview report.
  4. Set Date to the observed time period.
  5. Set Goals to source/medium.
  6. View number of goal completions for organic by goal type.

Pro-tip: Take measurement a step further and connect with the sales lead to measure the lift in lead to closed contract.

2. Increase Brand Awareness

Brand awareness is embedding itself into consumer lifestyles and habits (workflows) so that they don’t have to think twice before asking for a Kleenex (facial tissue.)

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To do this successfully, a brand must establish trust and consistently create positive associations.

Defining Brand Awareness Goals

There are various types of content that support brand awareness.

You’ll want to select one that is sustainable long-term for a public face of the brand (think CEO or CMO).

Here are a few different types of content to consider.

Storytelling

Authenticity has a powerful influence on public opinion, and it can lead to a big boost in brand awareness.

Beyond the company motto, what is the purpose of your business?

How did it come to be?

Crafting a narrative around your brand humanizes it and gives something real for people to connect with.

Guest blogging

Where else do your users spend time?

You can leverage these sites to get more eyes on your brand.

Keep in mind, the purpose is not to push your company but to offer actually helpful content.

Podcasts

Bring your content to life and connect directly with your audience.

I’m sure you’re picking up on the content trend for brand awareness: authenticity.

A podcast is not to bluntly pitch your company.

It’s an opportunity to educate, entertain and grab the ear of your audience in a way that isn’t possible in print.

Measuring Brand Awareness

Measuring the success of a brand awareness campaign is a little vague.

All the offline conversations between colleagues, feelings of trust, and positive associations are not captured in Google Analytics.

But, we can measure whether content increases brand awareness with intent (as it relates to brand name Google Search volume.)

Here’s how to segment users that already know your brand:

  1. Open Google Search Console.
  2. Set Date to the observed time period (12 months).
  3. Click New and select Query.
  4. Click the filter drop-down menu (queries containing).
  5. Select Custom (regex) and Matches regex.
  6. Use regex that specifies multiple variants of your company name, including misspellings.

3. Thought Leadership

Trust and credibility are two words that constantly come up in conversations about content marketing goals for B2B publishers.

A great way to build credibility with your audience is by creating thought leadership content.

You can do this by sharing unique perspectives, experiences, or resources.

Defining Thought Leadership Goals

The best way to create thought-leading content is by understanding your audience and conveying insights they find valuable.

If you have access to proprietary data, mine that for unique insights and share them with your industry in a deep dive case study and bite-sized graphics.

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