Did you know that your content strategy is likely to impact all of your customer service interactions? Too many websites are built meticulously but end up using content that does not connect with the customer. If you are seeking to expand your business reach, drive sales and increase profitability by using the Internet as a medium, your website and its content are the main aspects that can make or break your business’s profitability and reputation. So, how do you measure the results of your content marketing efforts or your content strategy? To begin with, you need to know the metrics behind content marketing. The Pardot infographic (Featured in this post) reveals that unique visitors, pageviews by visitors, pageviews, time (spent exploring on the page), shares, bounce rate, ad clicks and comments are the main metrics that marketers are measuring. However, they seem to be missing out on sales and lead generation metrics, which happen ti be the key metrics used to track content strategy results.
A Content Strategy That Drives Results
While readership and ad revenue were the accepted yardsticks for content’s success in the past, some sort of conversion and brand awareness have taken over as vital metrics for measuring the success of a content strategy today.
You’ve written a great article about one of the trending topics of the day. You have been able to garner views as well. But no one has shared your content, and no one is talking about you or the article. How come your target audience does not feel the need to share your content or promote you among others? This could be attributed to a number of reasons, your content is dull, you are not talking to the right audience or you are not promoting your blog in the right manner. What you need is a content strategy, one that is held together by measurable goals including increased traffic to your website. You should be able to develop a strong online brand presence, improve credibility and drive more social media traffic.
Tracking Results Using Web Analytics
Between creating a content strategy and implementing it, you need to benchmark key measurables (which might vary depending on your strategy) and use appropriate tools such as Google Analytics to measure page views, visits, traffic volume and time spent on site. You can even use the Goals feature in Google Analytics to measure the success of content on your website. There are a number of social monitoring tools which you can use to manage, measure and analyze social media and content marketing initiatives. Read this Social Media Today blog post to find out more about the 50 top tools for social media monitoring, analytics and measurement.
Finally, the Essential Metrics That You Cannot Miss
If you take a look at the featured Pardot infographic, you’ll find details of the four types or categories of content metrics, namely consumption, sharing, lead generation and sales. Even among these, there exist overvalued metrics, like the sharing metrics. But you can rely on lead generation and sales metrics to determine the potential business from your content. Content strategy metrics and the KPIs you are likely to use gauge your content marketing success are essential to prove ROI. Figure out which of them align with your goals and add value to the content you produce and finally measure it based on them as well.