For the next polling question, participants were encouraged to select all of the answers that applied to their biggest content challenges. Creating relevant and timely content was the #1 response to this question (55.3 %) with producing enough content and creating credible content tied for second place.
The panel was asked about challenges they had distributing and measuring content and several of the panelists replied that they had no real challenges measuring content. (They are content marketers after all.) But several offered tips for measuring content.
For instance, one of the panelists said that they tried to measure early and late stages of content success from an ROI perspective. She stated that early stage metrics -- how many shares or clicks, for instance -- are especially important as they will often reflect whether you are targeting the right audience, etc.
She also recommended having a distribution strategy before getting started; i.e., how does your organization plan to use this content?
How frequently to measure content response was also mentioned, with bi-monthly analysis recommended. Other panelists suggested expanding distribution options, such as trying new and different channels on a regular basis in addition to more established marketing channels.
The prevailing thinking was that less mainstream avenues are not as saturated and can reap surprising rewards.
Another panelist circled back to the importance of making sure content is accessible to the sales team at all times. He stressed the importance of sharing valuable content with those on the front line dealing with key decision makers.
As it relates to content, what do you feel are your biggest challenges? (select all that apply)
Creating Relevant Content / Timely: 55.3%
Producing Enough: 34.2%
Creating Credible Content: 34.2%