31 Oct Content Marketing Measurement
Over the last couple of weeks we’ve been talking about the types of content you can create to get in front of your target audience, and providing the content in a way in which they’ll read it. This leads us on to the next step.
How do we know if our content marketing is working?
After all, its pretty time consuming so it makes sense to know what’s working and what isn’t so we can focus our resourses and spend on the ones that are.
Content marketing lead times can differ depending on the product or service you are selling but on average it can take 12-18 months before you start seeing results from your content marketing efforts.
Content marketing is not a one hit wonder or a quick fix.
You need to constantly create and share valuable, authoritative content that will solve the problems your audience faces to start seeing results. However, when it starts taking momentum you can expect to see fantastic results that will have longevity. This also places your company as an expert in your industry, build trust with your prospects and, ultimately, make it easier to sell your products or services to increase your revenue.
Getting started measuring your
Before you can start you will need to identify what metrics you are measuring. What does success look like to your business? For example, are you looking to increase the size of your database? Increase engagement? Build brand awareness? Downloads? Subscriptions? Sales value/volume? etc.
The metrics you choose can be broken down into four sections; consumption, sharing, lead generation and sales. These metrics will differ depending on the goals of your business.
Remember: The content you create and share needs to directly relate to helping you acheive your business goals. Business goals can only be reached if you know what’s working and what’s not.
Content Marketing Tools – Getting the Metrics
It is essential to use the right metrics and a good place to start is Google Analytics; a free tool that provides a wealth of knowledge about your website and its traffic. Page views, bounce rate, time on page, SEO, referring sites, new customers etc.
To help you understand your social media sharing and engagement the built in tools are fine, but for more indepth information you can use tools such as Buzzsumo or Social Sprout. If you are using a sharing platform such as Hootsuite or Buffer these also provide statistics on your content’s performance.
If you’re using emails look at the click through rate, lead generation downloads or forms submitted.
Once you have determined which metrics are valuable to your business then you can start tracking and measuring their effectiveness.