Editor’s note: This is a guest post by Kara Tiernan
In the days of marketing past, we spent a lot of time and resources creating content we hoped would resonate with consumers, without having the ability to measure or understand how effective it was during the sales cycle.
Today, we have much more visibility into our content’s success thanks to a number of marketing tools that allow us to measure everything from what content is being shared and engaged with the most, to where customers are falling off. Content analytics has helped us remove the guesswork from our content marketing effort.
In this post, we’ll review how using tools with engagement analytics capabilities can help you gain key insight into the performance of your content throughout the buyer journey.
Marketing automation platforms provide limited analytics on content performance
Many organizations have implemented marketing automation systems to help them create, automate and measure campaigns. In a marketing automation platform, you can track how leads are engaging with your website content and your emails to get a good understanding of how your top-of-funnel and middle-of-funnel content is performing.
But once leads become “Marketing Qualified” and get handed off to the sales team, communications with leads no longer come from the marketing automation platform. As a result, you start to lose visibility on how leads are interacting with your content as they continue through sales process.
To gain an accurate understanding of how your content is performing throughout your entire funnel, you’ll want to use sales enablement tools that offer engagement analytics capabilities. These tools allow you to track open rates, downloads, and shares of your content, giving you the ability to track what content your customers are spending the most time on, and what is performing best.
Analytics not only helps you understand which assets are most popular – it enables you to track how effective every page of that sales presentation or case study is, so you gain a holistic understanding of exactly what’s working and can make smarter decisions about where to invest in future content.
Ensure that Your Sales Team is Actually Using Marketing Content
You’ve probably heard the grim statistic that 65% of marketing content is never used by the sales team. Which means that nearly 2/3 of your investment in marketing content is wasted, and the ROI of most of your content is zero. Yikes!
We all want sales to get the right content in front of consumers, and we want to ensure that content is going to take them to the next stage in the buying cycle, and ultimately lead to a sale. Ensure you are dedicating the right resources by measuring the business impact of your content.
Using sales enablement tools with analytics capabilities allows you to track content availability and usage at every sales stage, and measure and optimize your content performance. You can pinpoint what content is helping generate revenue, and ensure you’re dedicating your resources appropriately to maintain high performing content with high ROI.
Keep track of outdated content and ensure your message is fresh
There’s nothing worse than seeing content you thought you killed years ago, floating around on sales decks (I know I’m not the only one who sees old logos, retired products and outdated pricing slides!).
You can keep track of outdated content and ensure sales has the latest and greatest decks by using analytics to track which versions of presentations are being used. Analytics provide insights so you can measure your content freshness and find out when content was last updated. You can easily identify assets that need to be reviewed and updated, rewritten or retired and identify gaps in your content where you need to refocus efforts to create fresh, new content.
Shed light on the evolution of your content
Wouldn’t it be great if you could measure the effectiveness of your content in real-time? You can with analytics! For example, after Marketing puts a template together for a sales presentation, by the time it reaches the customer, the sales representative may have modified it several times.
Accurate analytics allow you to track and analyze every variation that is being used throughout the sales cycle, giving you a holistic analysis of your content, and the impact it’s having on driving sales. When you can track which version of a presentation performed best, you can give sales the edge they need to move prospects through the sales cycle more quickly. This data also helps sales leaders hone in on best practices and ensure that every seller always has the most effective material at their fingertips.
Start maintaining better content by using analytics to measure your content performance, and prove your content marketing efforts are helping generate more revenue for your organization.
Companies who implement sales enablement tools and track engagement analytics are already seeing big results. In a recent study, 75% of respondents who use sales enablement tools reported that their company had increased sales over the past 12 months – and nearly 40% reported sales increased more than 25%.
Using analytics is one of the best ways to get on the fast track to content success.