Webinar Q&A: Measuring the influence and impact of B2B content

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In our latest webinar, FT Longitude editor-in-chief, Sean Kearns, interviewed Rob Mitchell, CEO and author of our new ebook, to provide our audience with an overview of this important topic and find out where he got his inspiration for writing it.

We asked you, our audience, to submit your questions on the topic of influence and impact in B2B content to help us frame the discussion. Those questions came in thick and fast – thank you! We received so many that we were unable to answer them all on the webinar. So here are the ones we missed and what we have to say about them.



How do you draw up a content plan for a year that is structured and responsive?

All content programmes must be engineered so that they quickly yet consistently produce powerful and timely ideas. In the past year, we’ve seen content production shift to shorter, faster sprints, with bigger themes explored iteratively over time. This approach has proved to be particularly effective, so much so that many of the clients we work with have already committed to a more agile model for their longer-term content strategy.

Our advice to marketers and companies who take this approach is that content planning team should include individuals who are responsible for tracking emerging business trends and formulating the company’s thinking on those issues. This requires a more ambidextrous approach than many are used to, so we focus on applying a multi-speed content model that combines a continuous flow of short-form commentary and points of view with bigger, more strategic content investments.



Which key metrics do you recommend to evidence the effectiveness of the content

There is no quick and simple way to bahamas mobile phone numbers database measure the impact of content, nor is there a one-size-fits-all approach. Our work on Proving our value for the Thought Leadership Network presents a three-tier measurement framework that you can customise for your own campaigns.

The goal is to gather a range of evidence and proof points, including short term and longer-term, qualitative and quantitative across areas including alignment, engagement and influence and impact. When it comes to tracking engagement specifically, it’s important to look across Paid, Earned, Social and Owned – but bear in mind that these metrics are not usually reliable indicators of the wider impact of your campaign. Where possible, look for KPIs where there is a demonstrable link between content and outcome.