A recent report by the Content Marketing Institute reveals that many marketers are unconvinced that content efforts produce actual sales. Fortunately, there are effective ways to measure results. The key is to focus on the right performance metrics. One of them is marketing-qualified leads, a more meaningful indicator than general leads. Tracking how many of these qualified leads turn into sales calls is another key piece of data to examine. Finally, the sales conversion rate perhaps the most important metric. Among other things, this indicator can show which lead sources are most effective at driving new sales.
- In this same report, marketers expressed reservations about whether their content efforts led to any actual sales. They were tracking consumer interest, but whether that interest yielded conversions.
- Content Marketing Institute reports that 47 percent of marketers don’t track the number of marketing-qualified leads being generated as a result of their content.
- Marketing automation systems, such as the one offered by HubSpot, can streamline the process by automatically assigning these points based on your unique business's priorities.
"More than 80 percent of organizations use metrics to determine how well their content is performing, according to Content Marketing Institute's 2021 report."
Read more: https://www.entrepreneur.com/article/364057