Advice you’d give to yourself before launching the B2B Growth podcast?
- The podcast episode is classified as B2B.
- Content Marketing
- Marketing Consultant
- Content Creation, Marketing Attribution
- Part 111 Must-Answer Questions to Build a B2B video
- Part 2 Advice you’d give to yourself before launching the B2B Growth podcast?
- Part 3How do you get a company executive to say something quotable in their first recording session?
- Part 4Biggest red flag that shows a company isn’t ready to start a video podcast
- Part 5Three metrics that prove your content strategy is working
Episode Chapters
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00:00: Three Metrics for Content Success
Discussion of key performance indicators that demonstrate whether a content strategy is effectively building brand awareness and engagement.
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00:39: Beyond Click-Through to Business Impact
Exploration of a three-tier measurement framework covering content discovery, consumption rates, and downstream business engagement effects.
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Episode Summary
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Building B2B Content That Actually Drives Business Results
Introduction
Benji Block, founder of Signature Series and former Executive Producer of B2B Growth podcast (5M+ downloads), shares hard-won insights on creating B2B content that resonates with audiences and drives measurable business outcomes. With experience launching over 50 podcasts and coaching 80+ leaders to become standout hosts, Block brings a unique perspective on what separates content that merely exists from content that actually works. -
The Three Metrics That Matter
When evaluating content effectiveness, Block emphasizes that metrics must align with your specific strategy. For brand-building initiatives, he identifies three critical indicators that signal whether your content is truly co ecting with your audience. -
Comments and Meaningful Conversations
The first metric Block highlights is the quality and quantity of comments across all platforms where content is posted. "Is it starting meaningful conversations?" he asks, pointing to engagement as a key indicator of content that resonates. This goes beyond vanity metrics like likes or shares - it's about whether your content sparks genuine dialogue and interaction within your target audience. -
Average View Duration
The second critical metric is average view duration. Block stresses the importance of understanding whether audiences are consuming content fully rather than dropping off after a few seconds. This metric reveals whether your content delivers on its promise and maintains viewer interest throughout. For B2B marketers creating longer-form content like podcasts or video series, this metric becomes especially crucial for understanding content effectiveness. -
Click-Through Rate and Thumbnail Performance
Block's third metric focuses on the often-overlooked element of thumbnail optimization. With YouTube now offering A/B testing for up to three thumbnails, he advocates for constant iteration to improve click-through rates. "Every video you post on YouTube, you're going to have to post a thumbnail. You might as well constantly be iterating," Block notes, emphasizing that even the best content needs effective packaging to reach its intended audience. -
The Complete Content Performance Framework
Benjamin Shapiro builds on Block's framework by proposing a three-stage content evaluation model that tracks the complete viewer journey. First, are people finding and clicking on your content? This addresses the "thumbnail-title conundrum" that determines whether your content gets discovered. Second, what's the consumption rate once viewers engage? This aligns with Block's emphasis on view duration. Third, and perhaps most importantly, what downstream business effects are you seeing? This includes everything from website visits to real-world conversations that stem from your content. -
Beyond Vanity Metrics to Business Impact
The conversation reveals a crucial shift in how B2B marketers should think about content success. Rather than focusing solely on download numbers or view counts, both experts emphasize the importance of engagement that creates compounding effects over time. Whether it's comments that lead to sales conversations, content consumption that builds trust, or community engagement that strengthens brand loyalty, the metrics that matter are those that co ect content performance to actual business outcomes. -
Key Takeaways for B2B Marketers
For marketing leaders looking to build content strategies that deliver results, Block's insights offer a practical framework. Start by aligning metrics with your specific goals - brand building requires different measurements than direct response campaigns. Focus on creating content that people actually consume fully, not just click on. Invest time in optimizing how you package and present content, including thumbnails and titles. Most importantly, track the complete journey from discovery through consumption to business impact, ensuring your content strategy creates lasting value rather than momentary attention. -
- Part 111 Must-Answer Questions to Build a B2B video
- Part 2 Advice you’d give to yourself before launching the B2B Growth podcast?
- Part 3How do you get a company executive to say something quotable in their first recording session?
- Part 4Biggest red flag that shows a company isn’t ready to start a video podcast
- Part 5Three metrics that prove your content strategy is working
Up Next:
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Part 111 Must-Answer Questions to Build a B2B video
B2B content creators struggle to measure real impact beyond vanity metrics. Benji Block, founder of Signature Series, shares his framework for building content that drives business results. He reveals his 11-question assessment for evaluating content effectiveness, explains how to optimize YouTube thumbnails through A/B testing, and outlines three core metrics that prove content strategy success: meaningful engagement through comments, high average view duration, and improved click-through rates.
Play Podcast -
Part 2Advice you’d give to yourself before launching the B2B Growth podcast?
B2B content creators struggle to measure real impact beyond vanity metrics. Benji Block, founder of Signature Series and former host of B2B Growth podcast, shares his framework for evaluating content performance. He recommends tracking meaningful comments that spark conversations, monitoring average view duration to gauge content quality, and optimizing click-through rates through systematic thumbnail testing. The discussion covers how engagement metrics connect to business outcomes and the importance of measuring downstream effects like website visits and real-world conversations.
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Part 3How do you get a company executive to say something quotable in their first recording session?
B2B executives struggle to deliver quotable content in their first recording sessions. Benji Block, founder of Signature Series, shares proven techniques from launching 50+ podcasts and coaching 80+ leaders to become standout hosts. He recommends multiple takes to overcome initial nerves, identifying the strongest statement from the first attempt, then having executives lead with that hook in subsequent recordings. Block emphasizes that even expert communicators need encouragement and practice to deliver their best performance on camera.
Play Podcast -
Part 4Biggest red flag that shows a company isn’t ready to start a video podcast
B2B companies struggle to create content that actually drives business results. Benji Block, founder of Signature Series, has launched 50+ podcasts and generated millions of views helping brands build content strategies that work. He breaks down the three critical metrics that prove content effectiveness: meaningful comment engagement, high average view duration, and optimized click-through rates through A/B tested thumbnails. The discussion covers how to measure downstream business impact and create content that compiles engagement over time.
Play Podcast -
Part 5Three metrics that prove your content strategy is working
Content strategy success hinges on three measurable outcomes. Benji Block, founder of Signature Series and former Executive Producer of B2B Growth podcast, breaks down the metrics that matter for B2B brands. He outlines a framework measuring click-through rates on thumbnails and titles, average view duration for consumption quality, and downstream engagement including comments, website visits, and real-world conversations that drive business results.
Play Podcast