Rachel Balik says, “Although it’s almost universally agreed upon that content marketing is necessary, no one can seem to agree on the right metrics to measure its success. The majority of marketers seem to fall into one of two equally flawed camps. The first is the “we’ve heard content marketing is good so we’ll do a lot and call it brand awareness” category.

Especially for B2B marketers, this can be a costly and inefficient path. Most B2B marketers only have a limited number of potential customers, so large-scale “brand awareness” is not only unnecessary, but will also never lead to revenue — at least not enough revenue to justify the expense.

Some CMOs have learned this the hard way, and as result, there’s another camp of people who believe that content marketers should be tasked with generating leads. When content inevitably fails to meet expectations for lead generation, the budget gets slashed further, ensuring that content marketing will never “work” for that organization”.

To Successfully Measure B2B Content Marketing, Get In The Friend Zone

Marketing Land

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