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.
Continue reading “What type of B2B content performs best?”