How to do Content Marketing Success Measurement
Content marketing success is not just creating content and publishing them on various platforms. It is very important to review your content marketing goals for each stage and change accordingly.
There are many tools and software that can help measure the success of content marketing and identify key metrics to help you improve content marketing campaigns.
Whatever business goals you may have either building awareness or generating leads, if you don’t analysis your progress against your goals you never become successful.
Identify Content Marketing Goals and Objective:
Whatever content marketing campaign goal and objective can be but make sure they are trackable and measurable.Once you identify your content goals, it will be easier to track what you set out to achieve.
For example –
Increase your YouTube channel subscribers by 200 people this quarter.
See a 10% increase in page views on your blog per month.
Content Marketing Metrics:
Let’s explore specific metrics that could help improve your content marketing. Consider where your visitors are
How long they spend on a specific webpage
What they search for when they land on your site
Real Content Marketing Campaign Example:
Makememarketer.com produces a basic digital marketing course for the businessman in order to achieve an increase in digital marketing training candidates. So they product digital marketing training video, step by step training guide for blog posts and share them on social media.
Now Makememarketer.com tracking metrics to find what is working and what is not working for them.
- The number of page views the blog receives – the number of transactions made on the site.
- The number of visitors that come to their website from social media channels.
- Try comparing metrics to previous results, such as last month’s blog posts or the number of online transactions made during the last quarter.
- Tracking against past results will give you a clearer indication of whether new strategies are truly successful.
Content Marketing Success Measurement Tools:
There are many tools available to measure the success of a content marketing strategy. Such data can give you an indication of which content is the most effective at meeting your goals, and which provides you with the best return on your investment.
Social Media Tools:
Social media platforms provide detail information about a user journey. Such as
- Who follow or subscribe to business accounts.
- This includes gender, age, and location
- Which posts receive the most engagement.
How to use metrics to improve content marketing campaign:
Now Makememarketer.com has executed their content marketing campaign and identified the important metrics to track. Now they are using the information to improve business strategy.
Here’s an example of how to draw insights from the metrics gathered:
Make Me Marketer team has published two blog posts on digital marketing. One is a digital marketing job and the other is digital marketing internship.
Their Google Analytics account revealed that the first post on digital marketing job had 200 views with users spending an average of 30 seconds on the page.
In comparison, the digital marketing internship post acquired 1000 views with users spending an average of 90 seconds on the page.
From this data, Make Me Marketer understands that blogs about digital marketing internship are more popular with their audience and can focus on that topic when developing content in the future.
Analytics can also show them where their readers are coming from, such as from social media or a search engine, and how many of their readers made a purchase after reading a blog post.
By looking at the data available, they could refine their content marketing strategy as they go, ensuring they meet the company goals and objectives.
Take some time now to think about the analytics tools at your disposal, and consider which metrics could help you measure the success of your content marketing campaign.
Recap of this lesson:
Knowing how well your content performs once it’s published online will help you understand your audience, as well as provide you with insights as to how to improve campaigns in the future.
- Tools available to help track the success of your published content
- Key metrics used to measure the success of content marketing campaigns
- How to use data gathered to better meet goals in future campaigns
Digital Marketing Assignment for this lesson:
Aparna has a pet shop in Kolkata and is writing fun blog posts about pets on her website, which are also being promoted on her social media accounts. Her goal is to try and increase product sales through content marketing efforts.
Which metric is the most relevant in assessing which blog posts are contributing to increased product sales?
Select the right answer and comment below
How long users spend on each blog post
Which websites are referring traffic to her blog
The number of new subscribers to her email marketing list
How many people click the “Buy Now” CTA at the end of each blog post