RULE #9
Prove your excellence
If you want to know just how excellent your content is, and prove it's value to the business, you need to understand how people are engaging with it.
In our experience, many a B2B content designer has shied away from analytics and the accountability that comes with it. There's little point dragging your feet on this front. If your organisation isn't demanding proof from you now, they will be soon.
New tools and analytics platforms provide more precise and more accessible data, making it easier than ever to demonstrate value and connect the dots between marketing and profit.
If you can't answer the following questions about your latest piece of written content, you should rethink the format you're using and your current analytics toolkit.
How many people have read the content piece?
How long did they read it for?
How many sections did they read?
Which sections?
How long did they spend reading each?
Did they share it with anyone?
