Skip to content

THE SEISMIC SPRING 2022 RELEASE IS HERE. Learn More

CHOOSE YOUR LANGUAGE

  • English
    • Enablement Cloud

      Meet the unified solution that’s igniting revenue growth for customer-facing teams.

      Learn More
    • PRODUCTS

      • Sales Content Management
      • Learning & Coaching
      • Buyer Engagement
      • Content Automation
      • Strategy & Planning
      • Enablement Intelligence
    • PLATFORM

      • Platform Overview
      • Integrations
    • What is Sales Enablement?

      New to sales enablement? No problem. Learn what it is and why it matters here.

      Learn More
    • USE CASES

      • Sales Enablement Teams
      • Sales Teams
      • Marketing Teams
    • INDUSTRIES

      • All Industries
      • Asset Management
      • Banking
      • Healthcare & Life Sciences
      • Technology
    • Read Their Stories

      Read how global customers from all different industries thrive with Seismic.

      Read Their Stories
    • CUSTOMER STORIES

      • Genesys
      • Deluxe
    • FOR OUR CUSTOMERS

      • Seismic University
      • Seismic Community
    • About Us

      Discover who we are, what we value, and how we work at Seismic.

      Learn More
    • ABOUT SEISMIC

      • Careers
      • Leadership
      • Diversity & Inclusion
      • Partners
      • Aftershock Store
      • Contact Us
    • NEWS

      • Newsroom
      • Analyst & 3rd Party Reports
      • Shift 2022
    • Sales Acceleration

      Explore best practices for onboarding, ramping, and upskilling your sellers.

      Learn More
    • WHAT'S NEW

      • Blog
      • Events & Webinars
    • COLLECTION HUBS

      • Resources Center
      • Enablement Explainers
      • AI-Guided Selling
      • Social Selling
      • Financial Services
      • Buyer Engagement
  • Get a Demo
Return to the Blog
Marketing

3 Content Metrics Your Medical Device Organization Should Start Tracking Now

Learn what metrics you should be tracking to measure your content's effectiveness.

Seismic
Seismic
December 4, 2018
who owns sales enablement

Deals are often made or lost by content.

Content marketing is essential to the medical device industry. MD Connect reports that 80% of patients use search engines to look for information on medical conditions and healthcare, meaning that having the right content available is critical. Valuable content educates buyers and provides solutions to their problems, but that’s not all. According to Demand Metric, content costs 62% less than traditional marketing activities and provides 3x as many leads for the investment.

However, tying content to revenue has historically been difficult. Many marketers are unsure of how to track their content’s success and prove the value of their efforts. This makes it difficult for executives to justify their investment in content creation.

To measure content effectiveness, there are three main categories of metrics you should be tracking. They are content usage, content engagement and content value or ROI.

Content Usage

Content usage metrics are important because they indicate trends about how your internal teams create and use content. Understanding what content Sales is using is crucial for many reasons. It helps Marketing teams determine if the materials they are providing Sales are being used throughout the sales cycle. Additionally, it allows Marketing to ensure that Sales is only using the most up-to-date and compliant materials, which is particularly important in a highly-regulated industry.

Understanding these content metrics also reveals trends about how Sales and Marketing teams work together.

Content Engagement

Content engagement analytics allow medical device organizations to determine the needs of their buyers. By understanding how buyers are interacting with content, Sales and Marketing teams can understand what pain points exist and how their solution can help.

Content Value and ROI

Content value or ROI is the ultimate measure of content effectiveness. Understanding content engagement analytics and usage statistics along with using a sales enablement solution allows organizations to effectively track the ROI of the content they are creating. By having a strong grasp on a piece of content’s true ROI, teams can make more informed decisions about what type of materials to use throughout the sales cycle.

To learn more about how and why to track content engagement, usage, and value, download The Content Analytics Guide for the Medical Device Marketer

  • content analytics
  • healthcare

Related articles

Illustration of woman holding a tablet

The 10 essential elements of a content marketing strategy

Everything you need to create (or reboot) your content marketing strategy.
Read More: The 10 essential elements of a content marketing strategy

What is marketing enablement?

Learn how marketing enablement drives alignment across GTM teams.
Read More: What is marketing enablement?
Illustration of a buyer interface on a mobile device.

Building trust through storytelling

The buyer is always the hero.
Read More: Building trust through storytelling

If you made it this far, we must be striking a chord.

Get a Demo
Seismic
  • Product
  • Seismic Enablement Cloud™
  • Sales Content Management
  • Learning & Coaching
  • Buyer Engagement
  • Content Automation
  • Strategy & Planning
  • Enablement Intelligence
  • Solutions
  • Sales Enablement Teams
  • Sales Teams
  • Marketing Teams
  • Resources
  • Blog
  • Resources Center
  • Trending Topics
  • What is Sales Enablement?
  • What is AI-Guided Selling?
  • What is Social Selling?
  • Integrations
  • All Integrations
  • Google
  • Microsoft
  • Salesforce
  • COMPANY
  • Contact Us
  • Careers
ISO 27001 Certified by Schellman
  • © 2022 Seismic
  • Terms of Use
  • Privacy Policy
  • Follow us on Linkedin
  • Follow us on Instagram
  • Follow us on Twitter
  • Follow us on YouTube
  • Follow us on Facebook