METRICS & GOALS Four out of five marketers measure content performance. Eighty-one percent of respondents said their organization measures content performance, up from 75% the previous year. Does Your B2B Organization Metrics B2B Marketers Have Used to Measure Content Performance? Track Content Performance in Last 12 Months Website traffic 86% 19% Email engagement 83% ■ Website engagement 83% Yes ■ No Conversions 79% Social media analytics 74% 81% Email subscriber numbers 59% Search rankings 59% Quantity of leads 57% Quality of leads 52% Content Marketing Institute/MarketingProfs Cost to acquire a lead, subscriber, 45% and/or customer Base: Content marketers. Other 2% 13th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2022 0 20 40 60 80 100 Content Marketing Institute/MarketingProfs Base: Content marketers who measure content performance. Aided list; multiple responses permitted. 13th Annual Content Marketing Survey: 29