How To Measure The Success Of Content Marketing
Writing content is all well and good but without a strategy or “plan of action” in place, it can be difficult to identify how impactful your content is. By keeping a close eye on some of the measurements we explain in more detail below, you can better gage the success of your content marketing and identify any weakness your strategy may have, preventing you from driving the business forward.
Here at Absolute Digital Media, content marketing is at the heart of everything that we do. From SEO and PPC, to Social Media, content plays a big part in all of our services. For more information about our digital marketing services, get in touch with a member of our expert team on 0800 088 6000, today.
Tables Of Contents
- What Is Content Marketing
- Why You Need A Content Marketing Strategy
- Content Marketing For Success
- Is Your Content Discoverable?
- How Many Times Has It Been Shared?
- Lead Traffic
- Onsite Engagement
What Is Content Marketing
There are a number of different ways to describe what content marketing is and what an effective content strategy consists of. To us, the Content Marketing Institute perfectly explains what the service is:
Why You Need A Content Marketing Strategy
Content marketing is important for your business and in some cases, it’s the basis of the rest of your marketing efforts. With the right amount of insight, content marketing will help to improve conversions, enabling you to connect directly with your target audience. In fact, 78% of consumers prefer getting to know a company via articles rather than ads and 70% believe that organisations providing custom content are more interested in building good relationships with them.
There are also several other reasons why you need a content marketing strategy, including:
- A good content marketing strategy will help to improve your SEO efforts
- Creating high-quality content is a cost-effective way to generate new leads
- Content enables you to showcase your topic expertise
- Publishing great content will help you to build strong relationships with customers
- Your customers want to read great content!
Content Marketing For Success
Content is king and in order to build a successful content marketing strategy, you first need to have a clearing understanding of who your audience is. This insight will allow you to create the right content to reach them and visit your websites. You can measure the success of content marketing by:
Is Your Content Discoverable?
First things first, you need to identify how discoverable your content is. To make your content ideation more effective, you need to select content topics that are high value. This includes topics that are relevant to your target audience and had a high monthly search volume. Through downloading reports and creating your own, you can then gain insight to the topics your competitors are ranking for. You can use this data to then “bridge the gap” between you and your competitors. There are four key metrics you can use to identify whether or not your content is discoverable:
- Impressions: How many times was your content visible on Google?
- Clicks: How often did a user visit your site?
- CTR: Divide the total number of clicks by total number of impressions.
- Site Visitors: How consistent is your sites number of new visitors?
How Many Times Has It Been Shared?
The number of times a piece of content has been shared can refer to how engaging it is. Essentially, the more times your content has been shared, the more engaging or “social friendly” it is. To make your content is more social media friendly, you want to first make sure you content looks good when it’s shared on social media. Using Facebook’s nifty “Sharing Debugger” tool, you can preview exactly what your post will look like to ensure it looks exactly how you want to. You can then consider how publishing your content at the right time will affect the success of your content marketing and identify the best day and time to drive inbound traffic to your website by social media platform.
Next, you want to consider the quality of leads your business generates from a specific piece of content whether it be a blog, infographic, eBook, Whitepaper or something completely different such as a podcast. High-quality content will attract a valuable audience which often generate leads. As just one of the reasons why content marketing is so important for lead generation, there are a number of actions you can take into consideration to identify the quality of your leads. In addition to people reading your blog post and other content formats, visitors are likely to check out related sources or even contact your sales team before making a purchase.
Writing content isn’t just about getting people to share a Twitter post or encouraging people to visit your website. It’s also about keeping visitors on your site for as long as possible. Websites with a low bounce rate that often get revisited by the same user over again, suggesting that the content on the site is working successfully. You can measure the impact of offline channels too by redirecting URLs to make them trackable, using a unique discount code for your offline channels and even mapping your traffic patterns onto your offline distribution times.
Monitoring the success of your content marketing campaigns can be difficult. After all, how can you determine a successful piece of content against one that possibly didn’t quite hit the mark with your target audience? By keeping these elements of your content marketing campaign in mind, you can make sure that you tick all of the boxes.
For more information about how to measure that success of your content marketing strategy, get in touch with a member of our expert team on 0800 088 6000, today.