How Well Is Your Content Marketing Working?

Content marketing has taken over the digital marketing world. In an attempt to increase the number of visitors to a website, companiesbrands are working to provide more informative content. While most digital marketing professionals agree that content marketing is crucial and important, an effective content market strategy involves much more than creating and publishing content.
Your company’s content should be engaging and informative. But, how can you determine if your content includes these important features? This guide will take you through four metrics that can help you evaluate the effectiveness of your content marketing plan.

Compare Your Results to Your Content Marketing Strategy Goal

To measure the results of your content marketing, it is critical to first determine your goals. A few things that you can accomplish with content marketing include:

Brand awareness

Carefully planned content is a great way to increase your brand’s awareness. By placing yourself in an authoritative role, you can closely align your brand as an expert in your industry.
Brand loyalty: When companies regularly provide your customers with useful information, they are more likely to become loyal to your brand. Although content marketing does not always turn into an immediate customer, it nurtures meaningful customer relationships, increasing the chances they choose you when they are ready to buy.

Conversions

The right content can also lead to more conversions. Whether companies are selling a product or a service to their audience, high-quality content can be used to increase conversions.

Optimization

Content marketing is an important tool used in search engine optimization (SEO). When creating content around a product or service, you can naturally use keywords that will optimize your site. A carefully planned content marketing strategy can also implement certain keywords into your content in which you want to rank higher.
These are just a few of the goals that content marketing can accomplish. Evaluating your goals is the first step toward determining the success of your content strategy. When determining your content marketing strategy goals, you will also want to identify how you will measure success.
What will you do to reach your audience? Will you track user engagement? Will you measure how many potential customers click a link within your content? Did you plan to increase your leads by a certain percentage? Do you want people to take a certain action after reading your content? Whatever your goals are, you can use reporting metrics to determine whether or not they were met.

Check Email Open Rates for Your Content

Newsletters are a great way to keep in touch with your current customers. Marketers can use newsletters to update customers on the business or to offer them promotions to encourage sales. Checking your email open rate is a great way to measure whether or not your email content marketing campaign is working. Even if the content within your newsletter is useful and engaging, it means little your target audience never actually opens the email. In a digital industry where as few as 17.2% of emails are ever opened, the content of your subject line is essential. The headlines that you use will serve as a gateway.
Newsletters also require that you build a trusting relationship with your customers. If customers are frequently opening your newsletters and finding content with little relevance or value to them, you will lose their trust and have to work to get it back. Keeping in touch with your audience is essential to every marketing strategy.

Analyze Your Social Media Shares on Content Marketing

When you create content that is informative and engaging, consumers are more likely to share it with friends and family. Doing this gets your content in front of more potential customers while establishing your experienced place in the industry. To determine if you have great content, measure the number of social media shares that you receive. Great content tends to get shared often among your customers.
Of course, a strong call to action is also a requirement when measuring social media shares. When companies‘ content has a share button or specifically asks their target audience to share, marketers likely to notice an increase in your shares.

Consider Your Content Marketing’s Bounce Rate

Analytics tools today inform marketers on how many customers are coming to their social media platforms/blog posts, and how long they are staying. Your bounce rate can provide a lot of insight into the quality of your content. If users are visiting your website and then immediately leaving, it is likely because they find the content difficult to navigate, or because it is not relevant to them. While it is good to create engaging content that will benefit readers, it is also crucial that it aligns with your mission. Content marketers must make relevant content that reflects what customers want most.
To measure how relevant and engaging your content is to customers, analyze your bounce rate. Does your content direct your customers to other pages or resources on your site? Valuable content will leave your target audience wanting more. If they don’t find what they’re looking for, they will bounce.
A website’s quality comes into play when considering the reason behind a high bounce rate. You can also learn a lot about your bounce rates by identifying any website technical errors. But keep in mind that while it is vital to create content that search engines‘ bots can easily browse to increase your SEO ranks, it is essential to always keep the customer in mind. The best content is created with both audiences in mind.

Creating a Content Marketing Strategy That Meets Your Goals

The goal of content marketing is ultimately to increase brand awareness and customers‘ conversions. Before you dive into creating content and publishing it, evaluating your specific goals and how you will measure them will ensure that your content marketing is meeting its intended purpose. Continue evaluating your progress toward your goals, and you will find that content marketing offers many advantages in the content creation industry.  Great marketing teams will make great content that complements their strategy to reach their audience.
  • by Calvin
  • |
  • November 25, 2019

Calvin

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