There are plenty of marketers out there that think they have a strong content strategy in place, until they analyze their metrics and realize that it wasn’t really working all that well to begin with. Blindly slapping together miscellaneous content without a proper course of action is not only useless, but it can also be costly. If you’re dedicating a significant portion of your marketing budget to your content efforts, you need to make sure you’re getting the proper ROI on those investments or you could find yourself in some serious hot water. As we all know, an expertly executed content marketing strategy can establish your authority and trust as a brand while serving as a primary conversion tool. That desired outcome, however, only occurs when the strategy itself is firing on all cylinders. In order to know if that’s actually the case, you need to take steps to measure the strength of that strategy to determine its effectiveness.
There are plenty of ways to do that and it can get very complicated very fast, especially if you don’t know the fundamentals — which is exactly where we’re going to start.
Measuring the strength of your content marketing strategy shouldn’t be a source of anxiety and stress for marketers because it’s really a beacon of hope. If you do your due diligence and assess your metrics regularly, you will collect all the necessary pieces to make your strategy a success.
Mapping and Measuring Your Marketing Goals
Before you jump right into the measurement stage of this process, you need to lay out all your marketing goals in advance so you have a clear path to success. There are a number of different goals you can set for yourself, but here are some of the most common ones marketers are always looking to build: revenue, brand awareness, customer retention, user engagement, and lead generation.
Based on what your marketing goals end up being as a result of conversations with team members and stakeholders, you can set up appropriate key performance indicators (KPIs) to address each individual goal. For example, if one of your primary marketing goals is building brand awareness, then you should spend some time measuring KPIs for things like number of visitors, page views, videos viewed, and activity on social media platforms.
Based on your KPI findings, you can adjust your strategy to fill in any gaps and create a more comprehensive approach to achieving your marketing goals. Since content is such a nuanced piece of an overall marketing strategy that is especially important for building brand awareness and lead generation, there are certain KPIs that more valuable to follow than others.
Always Keep Conversions in Mind
At the end of the day, all content should lead to some kind of convertible action. Having a nice little blog post with cute pictures of dogs is great, but what is its tangible value that will help increase lead generation?
The primary digital conversion is normally a purchase on a B2C or e-commerce site, or scheduling a demo for a B2B business. This can vary for brick-and-mortar companies that may use contact form inquires or phone number clicks as their primary conversion tool.
For example, every good content marketer knows they need to include a strong call-to-action (CTA) in their blog post to push a product or service. That said, it’s about how that CTA is performing that will determine how strong the content is as a conversion tool.
If a blog post is not resulting in a demo appointment for your B2B software, it may have to be evaluated to understand why it’s not persuading people to find out more about your product. Is it too salesy with not enough information and value? Is it too broad without clearly stating the features of your product and how it serves to help your target audience’s problem?
This is also where you need to carefully analyze how many users are actually reading your content and taking an action as a result of it. If your conversion rates are lower than you projected then there’s something in the content itself that you need to address in order to make it more actionable for users.
Tracking Your Traffic
Knowing how many page views you have is a neat metric to know and something impressive to present to others at a meeting, but you need dig a little deeper in order really understand its true value.
An increase in page views directly correlates to users engaging with your website content. Our macro goal as content marketers is to increase website traffic and page views is the most important metric to consider in that regard.
A supplementary KPI is pages per session because this tells us how engaged a user is with our website. That said, this does vary depending on the business. For example, a site designed for video content consumption such as a yoga subscription membership will have a higher rate of pages per session versus a B2B company selling accounting software.
Overall, page views can be used as the central KPI to either continue or pivot the current content marketing strategy. You can analyze page views then segment this by investigating the source of the website visit, average time on specific pages, or behaviour flow to fully understand the customer journey on your website.
Measure your content strategy with our industry-leading software that includes visual calendars, workflows, assets libraries, and analytics to help it run smoothly. Sign up for a free account today!