What type of B2B content performs best?

Red neon speech bubble. Inside is a white neon heart shape similar to a social medial like button and beside it is a white neon zero. So the sign indicates zero likes.
Photo by Prateek Katyal on Unsplash

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.

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3 things I’ve learned about analytics

Website and social media analytics reports can be a bit of a minefield for the uninitiated.

I’ve been there, looking at the numbers wondering if certain changes are as important as they appear and what a particular measure actually means.

So I decided to delve a little deeper with a course run by Adam Tinworth via journalism.co.uk, and these are three key things I learned.

1. Don’t rely on one single measure

patricia-serna-415257-unsplash
Photo by Patricia Serna on Unsplash

Hits are easy to focus on but did you know the measure is also jokingly referred to as ‘how idiots track success’?

Joking aside, hits will only tell you one thing: how many people were potentially interested in your page.

Another example is the time spent on a page. If people are spending time on a page, they are more interested, right?

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