How to Measure the Effectiveness of Your Content
A successful marketing strategy depends on proper planning and posting relevant content. The ROI marketing shows the real value of the marketing efforts and how they directly affect the profits. Nevertheless, a lot of teams spend too much time formulating a successful plan without focusing on a practical measurement strategy. Using metrics that matter will help you to decide if you need to do something different.
Why Do Businesses Invest in Content Marketing?
According to Content Marketing Institute, there are several reasons why companies want to invest in content marketing:
More Conversions
Content marketing is more cost-efficient than the traditional advertisement. At the same time, it is one of the best tools that can help you attract prospects and convert leads to real customers who are willing to pay in exchange for your products or services.
Increase Brand’s Loyalty
Teams and experts use content marketing to build and improve their brand’s image by engaging users.
Sales Support
It is used to support the sales by converting prospects into clients. As the audience gets to know more information about the brand and the quality of products or services, they are more likely going to make a purchase.
Recruiting New Employees
Hiring the most qualified employees is going to improve the status of your business. Content marketing is one of the most effective tools that will attract the right people as they get to know about the benefits of working for your company.
How to Measure Success?
If you are studying business, you probably know that measuring marketing success is a challenging process. For your academic assignments, you can ask for the professional help from uk.edubirdie.com website. But for marketers, the process is a little bit more difficult. There are several key metrics that can be used to measure the success of content marketing. These will help you to analyze your performance, highlight problem areas and think about areas of improvement. Understanding how to measure ROI can be a little bit challenging due to the big number of variables. However, there are different types of metrics that can be used to help with the process.
Consumption metrics are important marketing metrics. These are used to measure how many people are using and accessing your content. They include metrics that measure where your traffic is coming from, average session duration and the most popular pages and how much time your users spend on them.
Sharing metrics are essential content marketing KPIs. These simply show how much your content is shared among users who use several social media platforms. Lead metrics show how the content is contributing to lead generation through trial sign-ups and events.
Sales metrics show how your content efforts are affecting the sales. Retention metrics show how much time you can keep your audience interested after initiating contact with them. Bounce rates and the number of returning customers will help you to decide if you are doing things right.
The following ROI metrics are used by experts to help you to evaluate the effectiveness of your content marketing plan.
1. Website Traffic
This is probably the first and most obvious sign that can show if your content marketing strategy is working properly. Using Google Analytics, you can keep an eye on the website’s traffic and see if it increases. Google Analytics allow you to compare data using any timeframe you like.
2. Email List
This is one of the metric measurements that help you to measure the popularity of your brand. An increase in the number of subscribers who are interested in your products or services shows that your plan is working.
3. Search Engine Ranking
Search engine ranking is one of the tools that help with measuring marketing effectiveness. People trust search results that appear on the first or second page of search engine generators. There are several tools and programs that you can use to evaluate your ranking and see if it improves over time.
4. Time Spent
Measuring time spent on a page can be used to measure content marketing ROI. People will spend more time on a page that offers attractive and useful content. Posting regular blogs, attractive infographics and relevant videos or images will increase the time users will spend on your website.
5. Social Media Engagement
A lot of businesses understand the importance of social media marketing and focus on using various platforms to promote their products or services. The number of followers and the rate of social media engagements are used by marketing experts to measure content marketing effectiveness.
Posting interesting content and responding to followers by answering their questions and addressing their needs will improve the engagement. Your followers are going to share your content by attracting more prospects across different social media platforms. This will also help you to determine which channels are actually achieving your content marketing goals.
6. Authority
A website’s authority is one of the marketing ROI metrics. A successful website that posts regular and informative content will attract more inbound links. An increase in the number of the links is an obvious measure of the success of your content marketing strategy. As you attract a bigger audience through published content and inbound links, your website is going to establish its status as an authority website in your specific niche. Today there are a lot of free tools that you can use to measure the authority of your website as well as that of your competitors.
In the world of online marketing, content is a king. When you are doing it right, you can attract leads to your website, keep them and convert them into real paying customers.
Author’s Bio:
Bryan Davis is a social marketing specialist that has a load of experience in his field. He studied business and although he loved his studying process he understood that he loves to teach more, so currently Bryan is a part-time teacher and also manages customers’ queries at EduBirdie at Facebook. He loves to write about technology and always keeps up with the latest trends in the field.
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