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Content Analytics for B2B Companies: What, Why and How to Measure

by Jay | Updated on November 22nd, 2022

Digital marketing experts focus on analytics to understand how content is performing, how the target audience is interacting with content, and which content assets and tools are driving RIO.

This content is often termed as KPIs, which are useful indicators that give digital marketing experts insights on which content is making goals, need improvements, or failing flat.

Content Analytics for B2b Companies_ What, Why and How to Measure

Trending industries, like big data, IoT, and machine learning, sends marketing terms running towards high-end analytics software programs that deliver volumes of data (IBM Watson, Alchemy API, Tableau). Marketers do not need expensive software to keep KPIs for necessary B2B for them to succeed. The success of content analysis focuses on defining goals and tracking the right metrics.

Content analytics metrics

google analytics

The right metrics help in identifying the most effective marketing strategies that truly impact businesses. The measuring impact of content drives web traffic, leads, and sales are essential for the content marketing dashboard.

Website content consumption & interaction metrics

  • Landing page views & bounce rates
  • Time spent on page
  • Lead magnet downloads
  • Form completion
  • Newsletter sign-ups
  • Video metrics
  • Inbound links
  • Exit pages

Social Media Metrics

  • Engagement (shares, likes, comments)
  • Reach
  • Sentiment
  • Follower growth
  • Click-through rate
  • Demographics
  • Mentions

Email Metrics

  • Open rate
  • Click-through rate
  • Bounce rate
  • Unsubscribe rate
  • Forward/share rate

Retention Rate Metrics

  • Customer lifetime value (CLV)
  • Channel CLV
  • Repeat order rate & timing
  • Orders per active customer

Content analysis goals


For B2B companies, defining goals for visualization is a critical analysis process. The goals are different for every business, depending on the industry. Here is a table illustrating how each content marketing department uses different goals and measurements to evaluate performance rates.

Marketing department goal Metrics
PR Brand awareness Social media metrics
SEO Drive website traffic Landing page metrics, inbound links, downloads
PPC Drive conversions Click-through rates, customer lifetime value

Content analysis entails a bunch of content (website landing pages, social media posts, videos, eBooks, etc.) broken down to performance metrics. The value of content marketing comes from goal alignment.

Content performance and goals.


Website content KPIs

There are numerous ways to measure website KPI. We shall focus on Google Analytics and other tools.


Content marketers can identify the channels that bring more traffic to the website: is it social media? Organic search? Paid advertising? Using Google Analytics, you can customize the collection, processing, and reporting on campaigns, traffic source dimensions, customer reports, and more. Traffic source will guide you in identifying marketing teams and activities which bring more traffic so that you can focus on them.

Content performance

Google analytics gives data reports for every part of your website. Landing page traffic, exit rates, bounce rates, downloads, conversions, form completion, the device used, and more. Data analysis, visualization, and reporting features to help marketers gain actionable insights, which assets bring most traffic, engagements, and which assets are falling short. Learn more on the Google Analytics Blog.

Bounce Rates

If you have been working hard to increase traffic for your site, you may get more visitors, while the conversion is very low. It is time to measure the bounce rate. A high bounce rate is an indicator of poor design, poor conversion optimization, slow page speed, etc.

Use the bounce rate reports from different sources before you begin investigating. The Audience Overview, The Channel Report, All Traffic Report, and All Pages report are essential. A site-wide high bounce rate shows a technical or development issue, while a high bounce rate specific to one channel indicates a marketing problem.

Conversion Rates and Funnels

Goal tracking and goal flow show marketers where the website visitors are most likely to complete their goal or exit the site. Google Analytics Solutions Gallery is a useful reporting tool.

Social Media KPIs

social media

Social media is used for various marketing initiatives. Defining your goals is essential when putting metrics in place. Are you trying to drive brand awareness? Trying to market events or webinars? Or do you want website visitors through social media? Besides tracking with Google Analytics, social media posting tools also provide their analysis dashboard.

Email Marketing KPIs

General email marketing KPI includes click-through rate, bounce rate, conversion rate, list growth rate, and email engagements, which improves ROI. If your email list is not growing, you can change the website and conversion optimization. Adding a sign-up page or newsletter can improve your list.

How many people are clicking on your links or special initiatives? You can get this by tracking engagement rates.

You can try MailChimp, AWeber, and ActiveCampagin analytics, which have excellent support teams.

Retention KPIs

Retention KPIs are essential as account-based marketing is taking course and rising for customer lifetime value (CLV). Google Analytics offers LTV tracking, but experts recommend advanced tracking through CRM.

CRMs provide Google Analytics integrations for the implementation of retention KPIs:

Google Analytics alternatives and integrations


Content marketing alone without proper tracking and analysis is a dangerous and ineffective combination.

Google Analytics is effective for marketing teams to set and track KPIs, drive strategy, and improve ROI. More options are available to suit your needs.

Video Analytics

Wistia integrates with Google analytics for maximum return and tracking.

Analytics on the Go

Clicky is an easy to navigate dashboard that gives analytics from your website.

Landing Page Analysis

Unbounce + Infusionsoft and Leadpages provide analytics with or without help from Google Analytics.

Customer Analytics

FoxMetrics provide robust metrics that aid your brand understand visitors’ behavior so that you target the right audience.

Blog Analytics

Sumo gives visitor interaction with your content and insights to improve the blog and get more engagements.

In conclusion

Implementing KPI content helps improve visitor retention and leads. Setting up the initial KPIs may feel like a long process, but it is useful in improving your website conversions and RIO.


I've worked for WooRank, SEOptimer, and working on a cool SEO audit tool called Now I have build Linkilo and SEO RANK SERP WordPress theme. I've been in the SEO industry for more than 5 years, learning from the ground up. I've worked on many startups, but also have my own affiliate sites.


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