It is often said that content marketing is a marathon, not a sprint. It takes time to build trust and position yourself as a ‘go to’ source of information pertaining to your field of expertise based on the quality of the content you regularly supply. The problem can sometimes be working out if your content is actually resonating with the consumer and having the desired effect. You could be regularly creating and sharing content but have no clear idea of how said content is performing at any given time, this is neither productive nor a good use of your time.
Image courtesy of the Content Marketing Institute
You can ask yourself some simple questions to narrow down the type of content you should be producing, content that will perform and carry out its task of attracting eyeballs and consumers, questions such as;
• What is the customers main pain, what do they need the most?
• Which content has been working for you so far?
• Why does your audience like this particular content?
• How can you provide more?
• How can you develop your content so it aligns with what your customer needs to know?
• What different types of content can you use, video, audio etc?
• How will you distribute it?
• How will you measure how well it is performing?
• Build a profile of who your customer is
Read 6 Content Marketing Challenges & How to Overcome Them here.
In order for you to accurately measure your contents effectiveness are going to first need a content marketing strategy in place, you will need a solid plan with goals, timelines and specific initiatives. You can’t measure the results of your content marketing if you don’t know what you are trying to achieve in the first place.
Once you have established your content strategy it’s time to utilize the methods to that will aid you in measuring their impact and success, there are many methods you can use,
Social media can be used to measure your content marketing’s effectiveness, users speaking about your business, mentioning you in status updates and tweets can all be monitored and measured to provide you with the information on whether consumer opinion is at a high or low level based on conversations that take place.
When your content is released it is the main hope that your efforts will drive even more traffic back to your site, measuring the increase of organic traffic from search engines back to your portal can be an effective method for the measurement of your contents impact.
High quality content can increase the amount of keywords for which a site can rank.
A high number of quality social interactions can be a good indicator of how well your content is performing.
Perhaps the most important and valuable metric of all is to measure is whether your lead generation numbers have increased, additions to your email mailing list and social media accounts can also indicate that particular content at the time is performing well.
On site engagement
Focus on each piece of content you release in terms of not only the traffic it creates but also the behavior of that traffic once they reach your site.
Have a look at some Content Marketing Examples We Love here.
Another great way to ascertain which content is resonating most with the consumer using the stats analysis feature within the 3D issue Hubs platform, gain in-depth knowledge on your audience’s behavior and how they interact with your content. Zone in on what is working and what is not and adjust your approach going forward accordingly.