Last week we discussed the five main reasons why Content Marketing fails, with reference to a recent Forbes article which highlighted Content Marketing as one of the foremost methods of Online Marketing. That article also insisted that the Content Marketing growth explosion will continue well into 2014 and beyond, with many companies devoting entire teams towards boosting their content marketing efforts.
How To Measure Your Content Marketing Efforts
Considering that in 2012, consumers considered at least 10 pieces of content before making a purchase, it’s no surprise that companies are concentrating on content. That said, assessing the overall effectiveness of content can prove a struggle for many content marketers.
Knowing your Strategy
Before you can adequately measure the effectiveness of your content, you must establish a strategy which accounts for all of your content marketing objectives. Attempting to write an article that meets all of your objectives will only result in your content to fail miserably. Before you set about producing content, you must assess what your objectives are and determine how you wish to achieve them. This may involve brainstorming in a focus group aimed to define whether the business is hoping to chase new customers, increase social engagement and/or boost search rankings through informative content that both interests and educates existing customers and prospective clients.
Without a clear and defined strategy, you won’t be able to sustain an effective Content Marketing plan in the long run and you will struggle to review the productivity of your content. Once you know what your objectives are, you will know what to look for when measuring relevant statistics.
Measuring those relevant statistics
There are a number of different factors that indicate how well or how poorly your content marketing strategy is performing. Unfortunately, many content marketers are satisfied with driving organic traffic and boosting SEO, without fully delving into the metrics which tell a much broader story.
Just under a fortnight ago, over 1,700 content marketers attended Content Marketing World in Cleveland, Ohio for a series of presentations and panellist discussions on the subject. Among the speakers was Jon Wuebben, CEO of Content Launch, who gave a presentation titled: Building Your Content Marketing Measurement Program from the Ground Up. In his presentation, Wuebben spoke about several metrics that can give marketers an easy route for measuring their content marketing efforts. These included consumption (page views, social buzz, downloads), sharing (tweets, likes, +1s and the number of inbound links), lead generation (form completion and downloads, emails, comments) and sales (measurement of offline activity and online sales).
While these vectors will be totally unique to each and every business, the ways in which we can measure this data are entirely universal with services such as Google Analytics and inbuilt data logs on Content Management Systems (WordPress, Hubspot) readily available to content marketers. They are already there so now’s the time to get using them.
Build and nurture
By measuring the aforementioned statistics, you will not only gain an insight into the productivity of your content, but you will also be able to manipulate data to tailor your content in a way that meets the changing demands of onsite visitors. At the end of the day, you are targeting people not pages so it is important that your content reflects this and is tailored towards enticing consumers and businesses interested in the service/product you are offering. By building relationships and nurturing leads by tailoring your content, you can optimize reach and ultimately turn interest into sales.
If you haven’t been making use of services such as Google Analytics and alternative stats analysis tools, there’s no need to worry as backtracking and readjusting your programs is simple. However, it’s better to do it sooner rather than later as leads may wane while you’re figuring out how to analyse them.
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