How to Successfully Measure Your Content Marketing Campaigns
- January 05, 2019
- Tommy Lambert
One of the biggest challenges that most businesses face is implementing an effective content marketing strategy and measuring its effects. Many B2B businesses are unable to measure if their investments in content marketing campaigns are paying off. In this article, we shall learn how to measure the effectiveness of your content marketing campaigns.
Content Marketing Strategy - Measure Your Content Marketing CampaignsFirst, you must identify your target audience. When you have identified your buyer persona, creating content for them becomes easy and targeted. You can create a variety of content like blog posts, infographics, case studies, social media posts, guest posts, images or videos. Tools like Google Analytics, Omniture and others have enabled businesses to track different metrics associated with each content type. However, instead of tracking so many different tools, simply set up Google Analytics and you will be able to measure almost all the metrics. Once you have identified your ideal customers, created awesome content for them, and set up Google Analytics to measure your content effectiveness, you should proceed to the next steps. [embed]https://youtu.be/KWBE2rJcTEI[/embed]
Step 1: Identify your marketing goals and the metrics associated with themCreate a spreadsheet and add all the metrics that you will measure. It’s good to use Google spreadsheets because your teammates can easily have access to them. For example, if you have created a blog post, you should be interested in measuring whether it is attracting traffic, if it is being read till the end, and whether or not it gets you email subscribers.
Step 2: Identify how you are going to measure those metricsSet up goals in Google Analytics and identify how you will measure each metric.
Step 3: Data collection, reporting and review mechanismTrack the data collected in Google Analytics and update your spreadsheet for those involved. Having all the data in one place for easy reference will help you in gauging what works and what doesn’t. Only measure the metrics that are relevant to your business.
- Your goal may be to track where your subscribers are coming from. Then you should be interested in finding out if free downloadable e-books, lead magnets, blogs, webinar registrations or podcasts are helping you get those subscribers.
- If your main goal is to get backlinks through a big pillar article, then monitor the backlinks that the post generates and keep tabs on your search engine rankings.
- If you want to build buzz around your product launch through social media campaigns, then keep track of your social media engagement and media mentions.
Important Metrics on How to Measure Content MarketingFor all your content marketing materials, here are the broad-level metrics that you should measure.
- If people read your blog posts and grab the lead magnet, it indicates that your blog post is effective.
- Website visitors are interested in your content if, after reading, they check the related resources on your blog that are a part of your conversion funnel.
- When people book pre-sales appointments, then you generate a lead.
- If people check out the pricing page after reading your blog post, then it indicates that quality leads are being attracted.
- To find out the channels or pages that give you the sales or assist in conversions, you should track the pages that the customer visited before making a purchase.
- You can also track the channels from which the leads that converted into sales were generated.
- Page views show which and how many pages are viewed on your site. This helps you in knowing which pages on your website attract the most traffic.
- Unique visitors (UV) tells how many unique visitors are there on your site. This is done by tracking the visitors’ IP addresses and browser cookies.
- You can also track the sources from where your traffic is coming on different landing pages. For example, you might be promoting your content on social media but if you are not getting enough traffic from that source, then you need to adjust your social media strategy.
- If your bounce rate is low and there are repeat visitors, then your content marketing strategy is working.
- Time on site is another metric that tells how much time website visitors spend consuming your content.
- If people are engaging with your content by reading till the end, subscribing to your email list, sharing your content on social media or leaving comments, then your content marketing planing is working.
Social and sharing
- Make your content easily shareable on social media by enabling sharing buttons.
- If your content is being shared on social media and attracting likes, comments and engagement, then you are on the right track.
- The growth of your social followers, likes, tweets and retweets are other indicators for social engagement.