Content serves many purposes in channel marketing. However, customer engagement is arguably the primary component when developing a content strategy. Engagement informs you and your team that your content is relevant and that you are responding to your target audience’s needs and providing value.
Sound familiar? You’ve probably run into the term at some point in your career. And you have no doubt wondered how people are responding to your marketing materials out in the field. This is where content engagement average comes into play.
Read more to see why you’re probably overlooking and undervaluing this invaluable channel marketing key performance indicator (KPI).
Let’s review. What is engagement?
As a KPI, engagement has been part of the marketing landscape for about a decade, according to content marketer Neil Patel. In a nutshell, the term tracks how real people respond to your content in measurable ways. In other words, it shows the value of your content. Or how well you engage with the wants, needs, emotions, likes, and overall behavior of your audience.
When we add channel marketing into the mix, however, an extra layer of complexity is added. Not only is engagement an important display of how your customers engage with your content, but it now provides insight into which pieces of content your channel partners are actually using.
As any seasoned marketer will tell you, the best content is not always necessarily the content you think you should produce. Instead, it’s the content that your reps can leverage to empower their customers to take action. When we think about it this way, engaging content then becomes synonymous with useful content.
So, how do you measure engagement?
You know that measuring content engagement helps maximize sales leads, conversions, and ROI. But let’s face it: Measuring content engagement across multifaceted channel marketing teams can be a challenge. Reps may have different styles of selling or may prefer to use content in different ways.
Tracking engagement the right way is crucial, because it helps illustrate how people are really responding to your content. It’s not how many times your reps’ customers “like” a Facebook post. It’s not even how many times they read a blog post you’ve written. Similarly, it’s not how many people are being driven to your page. Instead, effective content engagement measures how involved people are with the content you create and promote to them.
That’s where content engagement average steps in.
Like any KPI that aggregates a sample of data, content engagement average displays what percentage of your content is being used by your partners. Instead of leaving channel managers in the dark, this KPI measures exactly how effective your content marketing efforts are from a usage standpoint.
Many reps are overwhelmed with excessive sales content. Even worse, their channel managers undervalue the impact of effective content. Rather than silo your sales ecosystem and channel partners with subpar tools and technology, it’s important to draw them in with content that’s personal, shareable, usable, cognizant of the characteristics of their specific leads and opportunities, and relevant to their needs.
Without the ability to aggregate data and gain a content engagement average, you have no idea how your content is being used or how much ROI it is delivering. The best technology enables managers to share custom content with their reps, gain immediate feedback about their successes and pain points of selling—and then leverage that information as part of an iterative process to keep producing content that is effective.