You built the strategy. You built the content. But can you prove any of it is working?
A lot of B2B marketing teams can point to a full content calendar and a consistent publishing schedule, and still have no clear answer to that question. The numbers exist, dashboards get checked, reports get sent round. But there's a tougher question hiding underneath it all: does any of this connect back to something the business cares about?
In part seven of our seven-part B2B content strategy series, Amy Woods gets into how to answer that, from choosing the right metrics for each stage of the buyer journey to knowing when to persist with a strategy and when to change it.
Find out:
Why consistency, not strategy, is often the real problem when content stops delivering results
How to choose the right metrics based on your business goals, whether that's brand awareness, consideration, or conversion
The difference between vanity metrics and value metrics, and the one question that separates them
Why it’s okay if 50% of your marketing cannot be neatly attributed - this should not stop you as long as actions tie to business goals
How to diagnose whether underperforming content has a reach problem or a resonance problem
Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.
She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.
Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week with the Content10x Newsletter.
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