Which type of B2B content performs best was something I was asked recently, I guess because I put out content in different formats (written, video, carousels/sliders).
And, I work with clients on audio and events.
But it isn’t easy to answer because content analytics are complex and vary from platform to platform.
You will never know how many people read your online article all the way through, for example.
Some people might read a bit, some might skim-read, and some might click on the page and get distracted by something else.
It’s similar to a written LinkedIn post. A post will clock up ‘impressions’, but that doesn’t tell you if people have actually what you’ve written.
Impressions are the number of feeds your post has appeared in, not engagement.
The more likes/reactions your post gets, the more impressions it will likely get, but again it doesn’t mean people have actually read it.
Reacting without reading
*Shock warning* Some people hit react without reading the post or the whole post.
Video metrics are a little clearer.
If you have a YouTube channel, you can find out how much of each video people watched.
It will even tell you how your average view time compares to the platform average.
LinkedIn gives the total time a video was viewed and the number of viewers, so you can do some maths and work out the average time per viewer.
The point is that outright numbers aren’t always helpful – impressions are shallow metrics, whereas view times have a little more weight.
Would you rather have higher, shallow metrics or lower numbers but more accurate data?
It’s not just about the numbers
It’s easy to focus on metrics but don’t forget other qualitative data.
One of the reasons I started posting videos is because it can help build a stronger connection.
I certainly feel I know people better if I’ve watched them on video or listened to them on a podcast.
While I keep an eye on the metrics, I measure the success of my content on how it delivers against my marketing goals.
For example, is it helping to build my network and community? Is it bringing in leads?
My choice of content type reflects my strategy to reach a broader audience.
Not everyone wants to read an article or a LinkedIn post – but they might watch a short video I’ve made.
I don’t want to put all my content eggs in one basket.
Plus, not many people are doing video, so it gives me a point of difference.
The best advice I can offer is to give another type of media a go if you aren’t already.
But make sure you give it a good go and measure success against a variety of measures, not just simple numbers.
What is your preferred way to consume content?
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