You've poured your efforts into crafting a compelling campaign, but now you're struggling with a complicated system of spreadsheets, dashboards, and tools. You're desperately trying to find the important information that will help measure how successful your campaign has been.
It's a familiar struggle—campaign performance buried beneath layers of data. In fact:
The most common challenge B2B marketers have while measuring content performance is integrating/correlating data across multiple platforms (84%).
The more tools we use, the higher the likelihood of siloed data— hindering a comprehensive view of our marketing efforts. But, similarly, when you use one central collaboration tool, you can streamline your analytics too, making data management faster, more efficient, and, ultimately, more rewarding.
The 4 biggest challenges of handling scattered content analytics
It’s easy to miss the bigger picture when you’re working with scattered data across multiple tools and platforms.
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1. Manually gathering data from multiple sources
When data is siloed, it is spread out across different platforms, making it challenging to create a centralized view of how leads interact and behave, and visualize ROI. Generating comprehensive reports becomes time-consuming as marketers have to gather data from multiple sources manually.
“When you view selected parts of a larger set of data, you end up making grossly inaccurate conclusions.”- Jordan Ellenberg, writer of ‘How Not to Be Wrong’
2. Not knowing the best-performing channels and investing in the wrong ones
Siloed data makes it difficult to identify and optimize high-performing marketing channels effectively. Marketers may allocate resources inefficiently, investing in channels that underperform or overlooking opportunities for improvement. This can lead to a wasted budget and subpar overall marketing results.
“One functionality that is often lacking in many marketing tools is the ability to easily track and attribute website traffic generated from content. This feature would provide agencies with valuable insights into the effectiveness of their efforts and a way to demonstrate the ROI for their clients.” - Michael Giannulis, owner at CopyMachines
3. Generic marketing campaigns that lack personalization
Without a holistic view of customer data, marketers may struggle to create personalized and targeted marketing campaigns. Personalization becomes challenging, leading to generic marketing efforts that may not resonate with individual customers. This can result in lower engagement, reduced conversion rates, and a lack of customer loyalty.
“Personalization can help you gain more loyal followers who follow you for life — or at least longer than they would have without personalization. Research shows that quickly growing companies generate 40% more revenue from personalization than their slower-growing counterparts.” Source
4. Aligning content efforts across sales and marketing
Aligning content efforts across sales and marketing becomes a challenge when data is siloed. Sharing analytics reports becomes a complicated task as access needs to be granted to multiple tools. The lack of alignment means that the sales team is unaware of the status of content and campaign planning, as well as the origin of leads, which could assist them in personalizing their sales strategy.
How to tackle these challenges with content analytics software
Marketers can save time and streamline their processes by using marketing automation tools. These tools bring together all content, campaigns, analytics, and team members in one place.
To eliminate data silos, different data sources like social media, email marketing, and SEO traffic are integrated, so you can have a comprehensive view of your marketing efforts.
Swap multiple complex tools for one user-friendly content analytics platform
Marketers often look for ways to overcome these difficulties by using tools that integrate data, centralize data platforms, and promote better collaboration among teams and departments.
StoryChief is a popular content marketing platform that offers various benefits. It enables users to visualize their return on investment, provides performance visualization, and supports data-driven decision-making through content analytics.
“Having these statistics at our fingertips allows us to provide concrete answers on the number of viewers and click-through rates, demonstrating the impact of our content. No other tool provides these reports without having to build anything from scratch.” - Gianni D’Alerta, Founder and CEO at Naka
“StoryChief makes it easy to visualize growth, metrics, and marketing results of your efforts. It’s easy to show the value and ROI of your work to management.”- Joe Spisak, CMO at Soapbox
We walk you through the helpful analytics reports you can generate with StoryChief, in this post.
StoryChief eliminates the need for various tools by bringing creation, distribution, and analytics together in one beautiful platform. Start your free plan now!
