When companies start a digital marketing strategy, content marketing is often the first thing they do. Content marketing covers a wide range of online techniques including blogging, videos, podcasts, emails and more. As more consumers take to the Internet to make their buying decisions, more companies are investing in content marketing. In fact, Content Marketing Institute reports that 90% of B2B marketers use at least one form of content marketing. [Tweet This]
There is a lot of confusion on how to measure content marketing, though. Companies often start a blog, video campaign or host webinars, but then they don’t understand if their efforts are effectively attracting new customers. To avoid wasting your company’s money, time and resources, it’s important to measure content marketing efforts.
Today’s blog outlines some helpful hints to effectively measure content marketing:
Decide Content Marketing Techniques
Because there are so many ways for businesses to utilize content marketing, they must pinpoint which techniques they plan to utilize.
Some content marketing possibilities:
- Embedded Tweets
- Videos (YouTube, Viddy, Vimeo or other)
- Survey Data
As you can see, there are several content marketing possibilities. Companies don’t need to utilize every one of these; they can change depending on how well they’re working for that business.
Before a company can truly measure content marketing’s success, they must first distinguish what exactly you are looking to accomplish with your marketing efforts. With content marketing, there are several things that companies can aim to accomplish.
Some potential content marketing goals include:
- Build trust
- Attract new customers
- Engage customers
- Deepen loyalty with existing customers
- Increase SEO
- Increase website traffic
- Obtain contact information for potential customers
Once you have a general idea of what your goals are, determine how you can measure those goals. Some goals will be harder to truly evaluate, such as building trust, but it’s possible to understand if you are attracting new customers, increasing SEO and website traffic.
Evaluate All Relevant Data
After outlining what you’d like to accomplish and how you will measure those elements of your content marketing, set up a schedule to evaluate all analytics related to those goals. It is likely that your content marketing will require multiple measuring tools. Each style of content marketing will require a unique tracking method.
Some helpful tools:
Evaluate the behavior happening on your website and social networks. Some things that you may want to pay close attention to are:
- New visitors vs. returning visitors
- Shares on social networks
- Time spent on each page within your website
- Contact forms completed
- Bounce rate of website
- Link Clickthrough rate
- Comments, Likes, Retweets, etc. on social networks
Be Reasonable with Time Expectations
People and companies often give up on content marketing too quickly. After the first month, they will measure content marketing data and think: I haven’t gotten a single conversion yet; this is a waste of time. The truth is content marketing can be a lengthy process. Patience is a very important aspect of content marketing; it’s not going to happen overnight. Be sure to give ample time to a certain technique before discarding it.
To decrease your frustrations routinely measure content marketing. Every week or month, depending on your schedule and wants, track the data from your various tools. Log this information. Then, compare you traffic, engagement, clickthroughs, etc. to what it was before you started your digital marketing campaign.
There is no set standard for how long content marketing will take. However, it’s been a couple of months and you haven’t seen an increase in traffic, clicks or engagement – it’s probably time to try something new.
Content marketing can be a really fun way to attract and engage customers. However, it can also be an intimidating process. If you are interested in starting a content marketing campaign, but you’re not sure how – let’s chat!