With today’s digital-savvy population, consumers are becoming increasingly tired of in-your-face ads. Rather than explicitly telling people to BUY NOW, marketers are getting the message across through content marketing, taking a more passive approach to create interest and build customer relationships. What started as enjoyable pastimes—blogging, posting on Facebook, and tweeting—are now used to drive sales for an organization.
Analytics plays a key role in measuring any marketing performance, but particularly for content marketing. Who clicks on your social posts to read more? What blog posts are visitors consuming? How are your efforts impacting the bottom line?
As you work to analyze your content marketing efforts, here are 3 questions to consider when measuring the success of your efforts:
1. What campaigns are driving traffic?
When publishing a blog post on a campaign microsite or posting on social media, many opportunities are created for potential customers to find your site. Chances are, your efforts drive traffic back to your main website where there are stronger call-to-actions.
There isn’t much value in attracting a high volume of traffic to your site, though, if it results in a significantly high bounce rate, potentially losing the trust of your target audience. To gain a better understanding of what campaigns are driving valuable traffic, ensure that you add campaign parameters when linking back to your site. This will allow you to not only see where traffic is coming from, but allow you to compare content, and see which channels perform better.
2. Are you connecting with your audience?
If a student needs help with a math problem, they are likely to ask their math teacher for help. Similarly, if you are the subject matter expert in your field, you will become the obvious choice for someone to reach out to when they are in need of more complex support. By showcasing insightful content written by your organization’s thought leaders, you are introducing your expert team to potential customers. The likelihood of conversions increase if people are confident that skilled professionals will be providing their services or developing their products.
When adding tracking for blog, video or download content on your website, consider where custom dimensions, custom metrics or calculated metrics could enhance your implementation. If you are using Google Analytics, you may even wish to set up a Content Engagement Score using custom and calculated Metrics to enable engagement comparison across content.
3. Is your organization creating long-lasting relationships?
When building long-term relationships, it is important to frequently engage with your customers. In addition to your regular blog and social media posts, perhaps you also have a regular e-Newsletter, showcasing your favourite blog posts and other related news. Whether it’s posting daily on Twitter or publishing weekly blog posts, communicating with your audience on a regular basis is a great way to stay top-of-mind.
If you are analyzing your site traffic in Google Analytics, look at the Frequency & Recency report under Audience > Behaviour. This report offers insight into customer relationships, and the frequency at which users are coming back to your website.
Whether you are using Adobe Analytics or Google Analytics, analyzing the success of content marketing efforts is critical on the journey to optimizing your content. Diving into the data to understand your audience better will enable you to target engaged audiences, create more relevant content, and ultimately optimize the journey to conversion.