(Part 3 of 3 on Content-Driven Marketing SEO Trends)
How to measure content effectiveness & plan for future success
As we’ve seen with the first two posts in our content-driven marketing series (part 1 and part 2), it’s vital to always start out with goals in mind for your content. Then you need to put a tracking system in place to find out if you’re reaching those goals: if so, how; and if not, what obstacles keep people from engaging with, and acting, as a result of exposure to your content?
Sounds complicated, but in this post we’ll show you six ways to measure content effectiveness.
1. Google Analytics: It’s pretty straightforward to measure blog traffic or traffic to website pages on Google Analytics (GA); but you might also want to check your GA for how well your site is performing on mobile. Neil Patel makes the point that if your site is not mobile friendly, then your content marketing will suffer. Spend time reviewing your mobile statistics in GA; and if you’re finding a high bounce rate, consider speeding up mobile load time. You’ll also need to ensure that your mobile navigation is easy to use. Check for navigation barriers, like excessive horizontal scrolling. Get these fixed or visitors will quickly leave for a site that offers a better experience.
2. Email Marketing: Become familiar with the top KPIs in email marketing so you can judge your campaigns’ success. Measuring opens and click through rates is only the beginning: you want to get into the nitty gritty of the data and find your conversion rates, list growth, and your overall return on investment. These, plus several additional metrics Campaign Monitor Blog (an industry-leading email marketing blog) identifies in its ’10 Metrics Every Email Marketer Needs to Know‘, will help you track how well your content performs via email.
When it comes to email (and most any other channel), decision makers will be satisfied with a healthy conversion rate; and who can blame them? They understand that metric; there is no gray area with those numbers. But you want to show them all of the power of your content, and that means digging deeper.
In our first blog in this series, we defined micro conversions. These indicate people doing research, downloading guides and fact sheets and getting to know you. This is where your pool of future sales comes from; be sure to report on these, in addition to absolute (completed) conversions.
Key Takeaway: Today’s email marketing platforms offer easier segmentation and personalization capabilities. Take advantage of these to get your content into the right hands at the right time.
3. Social Media Shares: Google Analytics reports can help you dig into these; and you’ll also want to use your social platform’s analytics, such as that found within Sprout Social, Buffer or Hootsuite. It’s not good enough to show likes and re-tweets in your reports. Dig deeper and find out who the entities are that have interacted with your content. Use this info to reach out to them and discover what types of content they want, so you can use that data to plan your future content strategy. Since we have advocated a content-driven strategy that is results-oriented, you will want to dialogue with people who have found your content valuable. See what it is they are facing every day, and how your content can provide the answers they’re looking for.
4. Video Campaign Metrics: While there are many types of video campaigns, we’ll focus on YouTube tracking. Think With Google offers a concise and helpful YouTube metrics explanation, along with a key takeaway: It’s important to measure the KPIs that align with your goals for the video.
Did you want people to buy your blue shoes? Did you want them to share your link to a petition? Whatever your goal is, it’s important to assign KPIs that can help you see if you’re achieving what you set out to do. Here are several of the KPIs that you may wish to report on:
- Views (this is basic; always go beyond this metric)
- Unique users
- Average Watch Time
- Subscribers Gained
5. Podcast Analytics: The key here is differentiating between downloads and actual listens (sometimes called streams). For example, you can measure ‘streams’ of at least 60 seconds, as with Spotify analytics. Downloads and plays are not the same thing. You’ll want to report on them separately, as a play indicates that an actual person interacted with your content. Find podcast analytics analysis details here so you can learn about the metrics that deliver real insights. For those who want to get into raw server logs and building their reports from those, we recommend these guidelines from the IAB Tech Lab.
Another helpful read is Podtrac’s guide on what to know about podcast metrics. It offers details on how to avoid misleading metrics. This is key, since podcast metrics can be easily misunderstood.
6. Downloads & More Events: One way that you can measure many of these actions is through Google Analytics event tracking. There are a few ways to do this, depending on whether or not you are using Google Tag manager. Again, you want to measure and prove content effectiveness, and tracking all actions on your website can help you connect the dots on visitors’ journeys to conversion. Search Engine Watch offers a detailed explanation on how to do it, here: https://searchenginewatch.com/2018/03/19/how-to-set-up-event-tracking-in-google-analytics/
Engine-ius Marketing Delivers Content-Driven Success
If you’ve been reading this blog series you’ve discovered the importance of content-driven marketing, and how it’s a step up from content marketing. Our team offers two decades of experience creating web content of every type, and we know how to measure its effectiveness, too. Trust your message to Engine-ius Marketing, the content-driven strategy experts. Call or contact us online to get your campaign started today! (800-781-3074 firstname.lastname@example.org)