Understanding content engagement metrics is very important and it can make or break your strategy on a long-term. As a B2B tech business owner, I’ve had the privilege of discussing this topic with peers and leaders in the industry. Here’s a synthesis of our collective insights.
1. The Baseline Dilemma
A recurring question among B2B tech businesses is: What’s a good baseline for average engagement time on a company website? While our current baseline stands at 56 seconds, there’s a debate on whether targeting a 20% increase on an already low baseline is a meaningful metric. Decoding Content Engagement Metrics: Dive into insights from B2B tech leaders on understanding and optimizing content engagement on company websites. Discover strategies, benchmarks, and actionable tips for sustainable B2B growth. Enroll in our AI Tools and Technologies course to stay ahead in the B2B tech landscape.
2. Context is king
…and the primary takeaways from my discussions is that context matters immensely. The type of content, its format, and the audience all play a role in determining engagement time. For instance, video sales letter (VSL) pages with targeted audiences might have longer engagement times compared to general landing pages with SEO traffic.
3. The Revenue Connection
While longer time on page is generally seen as a positive metric, the ultimate goal for most businesses is revenue. Hence, it’s essential to focus on actions directly tied to revenue events. The expected action or call-to-action (CTA) on a page becomes a more tangible metric in this context.
4. Content Types and Their Impact
Our website features a range of content, from blog posts and case studies to expert articles and white papers. Additionally, we have a presence on LinkedIn with regular social posts. While social media, especially platforms like LinkedIn, might not directly drive website engagement, they play a role in brand awareness and outreach.
5. Setting Realistic Targets
Given the diverse nature of the content and its objectives, setting a one-size-fits-all target might not be the best approach. For top-quality, long-form content, aiming for an engagement time of 2:30-3:00 minutes seems reasonable. However, for more general content, a target of 1:30-2:00 minutes is a good starting point.
6. The Bigger Picture
While engagement metrics provide valuable insights, it’s essential to look at the bigger picture. At this stage, our primary focus is on inbound contacts as the primary metric. We believe that our marketing activities will lay the groundwork for future business growth, with our sales strategy driving tangible results.
Understanding and optimizing content engagement metrics is a journey, not a destination. By continuously learning, adapting, and focusing on the metrics that matter, B2B tech businesses can achieve sustainable growth and success.