Is your content effective? 4 ways to measure success:
The buzz in the marketing world over the last few years has been all about content creation. It’s easy to understand why – in the age of social media, consumer habits have shifted to wanting to see authenticity and transparency in a brand versus a “hard sell.” Consumers read reviews, compare prices, and research online before ever stepping foot in a store or adding an item to their shopping cart – they want to make informed decisions on their own. I think that’s fair.
As a result, brands are pumping out content that is meaningful and relevant to consumers in the form of blogs, email campaigns, videos, social media, and so much more. And it works! According to the Content Marketing Institute, content marketing generates three times as many leads as outbound marketing (and costs 62 percent less), small businesses with blogs get 126 percent more lead growth than small businesses without, and content marketing also drives higher conversions at six times the rate of other methods.
Okay, so you know content marketing is important for growth and have put a content marketing strategy in place – great! But, are your efforts effective? If your brand is spending time and valuable resources dedicated to content marketing it’s important to consistently measure whether or not you’re reaching your audience. As the old saying goes, “If a tree falls in the forest and no one is around to hear it, does it make a sound?” If you’re a content marketer, then the answer is, “No.”
Here are four ways to measure the success of your content marketing strategy:
1) Website metrics
For most brands, one of the main goals of a content marketing strategy is to bring people to their website to get them in the sales funnel. So, it’s unsurprising that you should be checking your website metrics. Analyzing this information can be overwhelming, so begin with just a few metrics and build from there. To start, check your page views, bounce rate, and time on site. These three metrics can tell you what your audience is viewing, how long they’re viewing it, and when they decide to leave – helping you to build a better experience.
2) Email metrics
I’ve said before that email produces a 44 to 1 ROI and is 40 times more effective at acquiring new customers than social media. So, you should definitely be including email as a part of your content marketing strategy and utilizing your best content in each eBlast. Pay close attention to your subscriber growth, email opens, and click through rate (CTR – more on this later). These three metrics work directly together – your click through rate is indicative of how compelling your content is, email opens show that your audience wants to hear from you, and subscriber growth tells you that others believe you have something worth hearing.
3) Social Media analytics
Next to email, social media tends to be the go-to place for brands to share new and relevant content. With Facebook vowing to prioritize meaningful social interactions, your follower’s engagement is more important than ever before on the world’s largest social network. Just like with website metrics, social media analytics can be overwhelming. Focus on your follower growth and engagement as these two go hand in hand. Engagement tells you that your followers believe you have something worth sharing (and what kind of content they prefer) and follower growth shows that others believe that’s true.
4) General data
Ultimately, the number one goal of any content marketing strategy is to generate leads. First, determine what constitutes a lead for your business (event registrations, request for more information, downloads, etc.) and consistently measure that. Online, lead generation is often tracked by your click through rate. Measured together, the CTR helps you determine where your leads are coming from. If more leads are generated from Twitter versus directly from your blog, then it would make sense to put more effort into promoting content from your Twitter account. These two metrics can help you determine how effective your content marketing strategy actually is – and where to pour your resources – in helping grow your business.
Need help creating, maintaining, or analyzing your content marketing strategy? Learn how K.E.Baker Marketing can help you tell your story – schedule your free consultation today!