Nearly every content marketing campaign involves a healthy dose of trial and error. Your content marketing strategy should be fluid and ever evolving based on the insights you discover through analyzing your content marketing.
Content marketing as a study has gained a lot of traction over the past handful of years and for very good reason.
Is your content marketing strategy working? Is your content accomplishing it’s mission to grow brand awareness and engage your audience?
Content Marketing Institute’s 2016 B2B Benchmarks, Budgets and Trends report found that only 30 percent of B2B marketers feel their organization is effective or very effective in its use of content marketing; and 34 percent have no clarity on what success even looks like. That’s a problem. It’s time to use data to inform our decisions to improve our content marketing playbooks.
To understand how well your content marketing strategy is performing, you need to analyze the following five metrics:
Success Metrics for Content Marketing
Is your audience responding to how you are framing your content’s copy? Are you using the right keywords to spark conversation? Are you saying the same thing on every channel? Facebook needs copy that is more engaging and light-hearted, whereas LinkedIn can be more professional and informative.
What structures are in place for creating content? Would your blog post that only covers the surface on a topic serve better as a quick podcast or video? Does your audience engage more with a certain color when it comes to visuals? Does your audience prefer long-form blog posts or shorter snippets? Can you create the same message in various forms of content to further cement your point? Figure out what your audience prefers and use that to your advantage.
The number of social media shares your content receives gives you an idea of how valuable and relevant it is to your audience. If they’re continuously sharing your content with their own networks, then you’ve done something right! That means your content is unique and advances the conversation.
Analyze to see which distribution channels are working and aren’t working. Would your blog posts be better served on your website, a popular industry website, as a Facebook Instant Article, on LinkedIn Pulse, or all of the above?
Your website and content are the cornerstones of your content marketing strategy. In order to start the conversion process.
Are people coming to your website after engaging with your content somewhere else? One of the many benefits to implementing a game-winning content marketing playbook is that it’ll boost traffic to your site over time. Tracking unique visits per day, week, and month for each piece of content gives you a solid baseline for success and month-over-month growth. That’s where Google Analytics comes in play. Read through Content Marketing Institute‘s guide to uncovering critical content marketing insights using Google Analytics.
To analyze your website traffic, use Google Analytics to understand the following:
- How much traffic your website and individual pieces of content are attracting within specific time periods
- Where your audience is coming from (social media, search results, email marketing, etc.)
- What devices your audience uses to access your website (mobile or desktop)
- How long people stay on your website
Generating leads is a necessary goal no matter which industry you do business in. By tracking leads as they move through the funnel and the customer journey, you can deliver more targeted content that helps expedite the process. It’s common to first begin with educational content for those in the top of the funnel and more in-depth content like webinars and eBooks that engage more qualified prospects to move deeper into the conversion funnel.
Measuring how many people took tangible actions when engaging with your content is a clear indicator of success. Actions can range from downloading your eBook or infographic to learn more or signing up for your upcoming webinar. Always ask yourself, “What can I be doing to increase engagement and conversions?”