Three metrics that prove your content strategy is working

Content strategy success hinges on three measurable outcomes. Benji Block, founder of Signature Series and former Executive Producer of B2B Growth podcast, breaks down the metrics that matter for B2B brands. He outlines a framework measuring click-through rates on thumbnails and titles, average view duration for consumption quality, and downstream engagement including comments, website visits, and real-world conversations that drive business results. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  Okay, last question. What are the three metrics that prove your content strategy is actually working?

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  Well, it does depend what your strategy is. So let's say that you're trying to build a brand in this use case. I would be looking at comments on your content everywhere you post it. Is it starting meaningful conversations? I would be looking at average view duration. Is the content you're posting being consumed fully? And then I was trying to think of a third one, Ben. And if your content is working, then your thumbnail should be working. So I'm going to reiterate that your click-through rate should be high. Every video you post on YouTube, you're going to have to post a thumbnail. You might as well constantly be iterating. And they have A/B testing now. You can upload three thumbnails. So test that and get your click-through rate up.

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  See, I actually think the the third metric is different. I kind of lump in the the beginning one. Are are people viewing your content? Are they getting through the, we're using YouTube as the example, the thumbnail titled, you know, conundrum? Are they finding and and getting your content? If they are, are they consuming your content? What's your consumption rate? And then the third piece is actually the backend, which is what drives the business results, which is engagement. Is there some sort of downstream effect that's compiling over time? Commenting on the content? Are they engaging? Are they visiting your website? Are you having conversations at coffee in your neighborhood? Whatever it is, are you seeing or feeling some sort of engagement from that consumption that's happening?

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  Is it getting all the way through and hopefully back to the host of the people that are producing the content? All right, that wraps up this episode of the Martech Podcast. Thanks to Benji Block, the founder and CEO of the Signature Series. If you'd like to contact Benji, you can find a link to his LinkedIn profile in our show notes or on martechpod.com, or you could visit his company's website, which is signatureseries.co. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or visit us on YouTube and we'll be back in your feed every week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast and I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.