The 3 Greatest Challenges for Managers Using Content Analytics

Companies are now spending more than ever on their marketing content. According to The Information Technology Services Marketing Association, 16% of overall budgets are spent on content creation.

Yet, according to SiriusDecisions, up to 70% of content created by BtoB marketing teams never makes it onto the screens or into the hands of prospects. It’s simply wasted.

Powerful sales enablement software—including content analytics tools that enable managers to create and target effective content—bridges the gap that still exists between marketing and sales departments. A KnowlegeTree survey this spring showed that 84% of marketers believe they’ve made it easy for salespeople to find the collateral they need, yet just 51% of salespeople feel that the right content is readily accessible.

If you’re a sales or marketing manager, you need effective content analytics as part of your sales enablement solution, in order to overcome these challenges:

  1. Understanding the Outcomes of Content Usage

Many sales enablement platforms show you when content is being accessed and by whom, enabling sales representatives to make timely calls, following up on content as soon as it is consumed. Today’s best sales enablement solutions go further; not just showing when content is being consumed, and by whom, but retrospectively tying back content to eventual sales outcomes. Your software must show the percentage of successful closings for which each piece of collateral was involved. Beyond that, metrics showing next step actions taken are also vital to understanding the outcomes of content usage, beyond consumption.

  1. Understanding Indicators of Content Usage that Matter

Content should be created with measurable calls-to-action that enable you to establish signals or indicators that the content is succeeding in moving prospects through the funnel. Clicks, downloads, forwards, re-use, modifications, and direct calls and inquiries are all indicators to look for, depending on the nature of the content, and of your business. They’re not all equal, so part of your marketing strategy should be to prioritize the key indicators you’ll be monitoring.

  1. Not Relying on Top Performers to Rate Content

If every salesperson on your team could replicate the way your top performers use your content, you’d be an extremely effective content manager. Theoretically, this can’t be argued, but the trouble is getting your top performers to spend more time on a task that doesn’t make them the top performers they are. Sure, they’re willing to help. But rating content is not a task that contributes to their individual success—and that’s what motivates them. What you really need is a sales enablement system that provides content analytics tools, so your salespeople can focus on selling.

Need help assessing the quality of your content? Learn more now by calling a Bridge Metrics executive at 877.801.7158.

About the author

Alan Margulis

Sales Enablement Columnist

Alan Margulis is a frequent contributor, specializing in sales enablement, channel marketing, and software.

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