26 Apr How To Effectively Measure Content Marketing
Are blog posts still relevant? Is anyone reading my white paper? Do I really need a download? How are emails used? Social media? Who has time for that? There are so many questions swirling around content marketing that it’s really not funny. Content used to reign supreme. It used to be hailed as king. Everyone wanted to push out as much as possible. A blog post a day. 4 emails a week. 3 infographics a month. 10 newsletters. It was a never ending machine. Until all the noise was simply too much.
Measuring Content Marketing Effectively
It isn’t that content marketing is dead. In fact, it’s still very much alive. Content marketing offers brands a chance to connect with their audience. It’s about changing the tactics. You don’t want to pump out tons of content. You want to publish quality content in places where your audience will see it, connect with it, and do something with it. The way to make content marketing relevant to your brand is by knowing how to effectively measure it and adjust your strategy.
Driving Pieces of Content
Your content’s ultimate goal is to drive traffic to your site. It’s the easiest KPI to find and analyze. Simply answer this question: is traffic coming to my site? It’s a yes or no question. If “yes,” then your content marketing is doing its job. If “no,” then your content isn’t working. If traffic is finding your site, then figure out what content is driving that traffic and create more of it. If traffic isn’t finding your site, then you need to adjust your strategy and retool what you are publishing.
This one is a little trickier. Part of the content marketing strategy is getting your content in front of as many people as possible. That means creating shareable content that people not only want to read but want to share. Ask yourself, “is my content being shared?” It’s easiest to find this out on social media through post shares and retweets. Other places like blog posts is a little trickier, but using a tool for link building and sharing will help you determine if there are people out there linking back to your site.
Impressions are a vain statistic. Sure, it’s awesome that 4,000 people saw your Facebook post, but how many people actually interacted with it. Aren’t likes and shares better than just seeing the post? Engagement is about interaction. When people interact or engage with your content, you know they’re reading it. That “Like” on Facebook means someone actually read your post and connected with it.
That white paper you were questioning earlier, how has it been doing on your site? Are people downloading it? Website downloads are a great way to gauge and measure your content marketing. If they are well written, offer value, and are strategically placed on your site, they should be generating you leads. It doesn’t have to be a white paper. Content offers can be infographics, e-books, white papers, and a whole slew of other great content. It’s all about creating value around the download.
These are just a few of the KPIs of content marketing. It’s really a pretty big beast to tackle. You have metrics almost everywhere you can look at. Email metrics. Website analytics. Facebook insights. The numbers can be almost overwhelming. Thankfully, at Iconic Digital we have a team of content nerds and strategy focused marketers who can help you wrangle a content marketing strategy and measure the performance of that content.
Are you ready to get started? Let’s talk!