How successful is your content
Content marketing: it’s all about the results
What sort of content marketing activities do you carry out? First and foremost there’s the information on your website. Perhaps you also have a blog where you provide useful articles and information, or a Facebook page. Perhaps you send out email newsletters or sales emails.
Whatever you do, I’m sure you put a lot of effort into creating the content itself – but do you know how successful it is?
If you don’t measure the results of your content marketing, then you’re not alone – around of quarter of businesses don’t. But it’s a big mistake. It’s vital to know what you’re doing well, and what you’re doing not so well, so you can make the most of each and every opportunity.
Some key things you should measure are listed below, starting with the most important of all….
THE CONVERSION RATE
How many people filled out the contact form on your website last month? How many people clicked one of the links in your last sales email, or read the blog post that you promoted on your Facebook page?
Each of the above examples is an ACTION that a user might take after reading your content. These actions are known as the conversion rate.
So, if 100 people opened an email from you, and 10 of those clicked a particular link within the email content, that is a conversion rate of 10%.
There are no hard and fast rules about what constitutes a ‘good’ conversion rate. What’s important is the lessons you learn; about what types of content are most successful, how you might improve the words you use to drive more sales, and so on.
There are a variety of tools you can use to measure conversion rates: these all depend on the type of content you want to measure. You can use Google Analytics to track visitors to your website pages. Email marketing software such as HubSpot and MailChimp will allow you to track how many people open and click links within your emails. You can also evaluate your social media activity by working out how many people visited a blog post after you promoted it on Facebook, for example, which leads us to our next point….
Google Analytics is superb at analyzing how many people visit your website, where they have come from, which pages they visit, how long they spend on each page, and so on. You or your SEO teamwill need to configure Google Analytics to display the exact information you require.
Doing this will then help you analyse how successful your content marketing has been. If, for example, page views and new visitors decreases from one month to the next, you can look at your content (emails, social media, blog posts and so on) to determine the best course of action.
YOUR EMAIL DATABASE
Your email subscribers should never be taken for granted; after all it’s your most precious marketing commodity. The number of subscribers will naturally decrease year by year unless you put effort into growing your list using compelling content.
So, make sure you know how many people subscribe each week, particularly if you have published some content that encourages them to do so, or drawn a lot of people to your homepage. You can be extremely sophisticated about this (if you wish) by using a service that provides different subscription forms for each piece of content you create. You will then be able to see which content drives the most email subscribers and vice versa.
Every day, people are talking about your brand – whether offline, or online. Your business could be mentioned on Twitter, Facebook, in reviews, and so on. Also, if you create useful content such as blog posts or whitepapers, these can be shared. All of this activity is known as brand sentiment.
Naturally, you want your brand to be mentioned as often as possible, particularly through sharing content (and in a positive way). Measuring your brand sentiment will allow you to find out if this is happening and work on ways to improve it.
If you’d like any help setting up Google Analytics, or using other tracking mechanisms, get in touch with us here at 3W Design.Posted on