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Getting Your Content a “Standing Ovation” With The Help of Engagement Metrics


As a marketing professional, you know that the relevance of your content is just as important as its quality.

No savvy marketer would send pricing information to a prospect who’s just beginning their journey, or create a high-level brochure for a buyer who’s two steps away from signing a deal.

Insightful marketers know that relevant content must take centre stage to stand out and capture buyers’ attention.

But this intricate matchmaking can sometimes feel overwhelming and might leave you wondering:

  • How is it possible to gauge the relevance of content as a buyer moves through the various sales stages?
  • How can you be sure your content is engaging prospects in the right way?
  • How can you ensure your content strategy is improving over time?

If you’ve found yourself pondering any of the above questions, there’s good news.

A variety of tech solutions are available to help marketers measure content performance and ensure their content is always relevant to a prospects’ buying stage. Read on for tips on how these tools can elevate a seller’s’ performance to see the greatest returns.


The Overture: Content Management for Marketers

As a marketer, your job is to kick off a sales performance by setting the stage for the buyer.

How well the performance is going (i.e., how much you’ve succeeded in engaging your audience) can be measured using data collected from initial interactions with the customer, as well as from responses gathered from your sales team.

Tools that give you access to engagement metrics at the start of your performance include:

Automation - Automation solutions are your best bet when you want to reach a wide audience and track its response, providing in-depth analytics on who’s engaging with your content and in what way. These metrics can aid in assessing product awareness and provide clues as to how best to proceed with each buyer.

Content Management - By organizing your assets with content management capabilities, you gain vital insight into your content. The best content management systems provide analytics on essential points such as content coverage (as in, “Are my reps covered when it comes to finding the content they need, when they need it?”) and content freshness (“Is my content up-to-date or am I using last year’s messaging?”).


Act 1: Sales Activity Monitors

Once the curtain rises on an interaction between product and consumer, the performance moves into the hands of the sales reps. Reps can then personalize content, making them relevant to each scenario.

Activity that occurs at this stage can reveal to marketers how content is helping or hindering sellers––thereby alerting marketing to potential misfires and improving overall content efficiency.

Tools that monitor sales activity and synthesize the resulting data include:

Sales Enablement Solutions - A comprehensive sales enablement tool can serve as a powerful Swiss Army knife for anyone looking to keep tabs on buyer engagement and behaviour. Sales enablement solutions can track content usage, pitches made in the field, and more.

Content Comparison Analytics - This tech solution can compare and contrast various versions of a specific piece of content once it’s been modified during the selling stage. Marketers who employ content comparison techniques can get a better sense of which assets may require some editing before they make their next big debut.


Act 2: Buyer Engagement

When a sales performance is well underway, the buyer takes centre stage. At this point, it’s helpful to have a system in place for tracing buyer engagement trends.

Taking note of prospect behaviours and amending your playbook accordingly are critical steps in the engagement measurement process.

Tools that build prospect profiles and track content interaction include:

Customer Relationship Management (CRM) – A must-have for many sellers, customer relationship management (CRM) solutions store information on demographics, buying history, contact information, and more. 

Content Engagement Tools – These can include social media analytics and solutions for measuring website metrics. With an engagement platform in place, you can even trace and analyze emerging KPIs such as scroll depth, or perhaps mine customer comments for useful intel.

AI Phone Monitors – “This call may be monitored for quality assurance purposes.” Sound familiar? AI solutions can synthesize information gleaned from phone conversations to help you achieve a better understanding of your buyers’ needs and concerns.


Epilogue & Final Bows: Impact Evaluation for All Departments

Before the curtain comes down on a sales journey, it’s good to get a general sense of the amount of applause you’ve raked in. Employing solutions that examine the impact of specific pieces of content will help you re-assess and plan ahead for the next performance. This practice can encourage accountability and increase your odds of seeing an uptick in revenue.

Tools for gauging impact across both marketing and sales departments include:

Sales Enablement – A robust sales enablement platform will let you review content in terms of how much revenue and how many deals it has influenced. Sales enablement will also use AI and machine-learning technology to review the “lessons” of past performances and provide even better predictions for high-performing content in the future. 

Closed-Loop Analytics Tools – Closed-loop solutions magnify visibility into content campaigns and let you use end-of-funnel findings to inform top-of-funnel processes. Tools such as this often require the integration of data from two or more platforms used by different departments (a CRM and a sales enablement solution, for example).


Driving Engagement Across The Board

The beauty of the sales journey is that it’s always evolving. Marketing and sales teams can leverage tools to optimize their content for next time –– just like actors who use director’s notes and audience feedback to enhance their next performance.

Build your next performance on a foundation of actionable metrics and tailor your content to your audience members at every stage.

Published on June 6, 2019

Topics Content Marketing Strategy