Content marketing is everywhere. In fact, you're reading a piece of content marketing right now. Whether it's a blog, podcast, or video, you can't access the content someone uses to market their business. Of course, this is nothing new. Content marketing is as old as the business itself. People told stories in the olden days; then they handed out flyers when printing became cheap enough to use. Before the advent of the Internet, savvy marketers used content in the form of brochures, books, and well-placed articles in newspapers and magazines. Many marketers still do it today - wisely. Online content marketing has several advantages. You can reach more people, reach your audience faster, and enter new markets quickly. Plus, you can "go global" and you can measure everything you do in detail, unlike traditional content marketing. Content Marketing Problems There are some real problems with content marketing. The sheer volume of material is so large that it is almost unimaginable. The estimates are endless, but you'll find about 720,000 hours worth of new videos and about 200 million blog posts on YouTube every day. Before the internet, only a small group of businesses did a lot of content marketing. Now, everyone is doing it. This means content marketers must fight for visibility like never before. Another problem is the entire field of measurement. In fact, it's a problem with everything we do online. Digital materials can be measured in almost endless possibilities. If you want to know what version of Windows Peruvians use to open your blog posts, you can find it. Online marketing can be measured down to the tiniest piece of detail. Well, guess what? This is exactly what many marketers do now. Content marketing measurement has become an industry in itself. But are you measuring things right?
Effective Ways to Measure Content Marketing When it comes to content marketing, people often measure the wrong things. They measure views (it tells you nothing), social media shares (it shows very little), or the extent of any subscriptions (it tells you only a little). Measuring other forms of content marketing can give you more useful information to help you grow and grow your business. Here are five ways you can improve the way you measure your content marketing. Changes in buying behavior. If your content leads people to buy from you, or makes existing customers buy more, then that content has real value to your business. The most important measure is whether the content will increase your financial bottom line. Therefore, you need to create a coded link between the call to action in each specific piece of content and the product or service you want to sell. Using these links in Google Analytics, you can track your visitors' journey from engagement to purchase. Do this for each industry mailing list of content and you'll be able to measure its relevance to sales. If you're not measuring the value of content to buying behavior, you're just making content and hoping. Hope is not a strategy. generation of ideas. Content doesn't just impact your market; it impacts your team. Did the content help generate ideas to improve your business, product or service? This can be achieved through content feedback in the form of comments. But it can also be obtained by following the path people take from each content to view your site, showcasing what they think and what interests them. By analyzing this information, it can spark ideas for new products and services. Are you measuring the feedback you get and using it to help generate ideas? How many ideas have you created to help you grow your business from your content? Knowing this will tell you how valuable that content is in the first place. mood. Knowing how many people share your project or link to you in a certain way is only half the story. What they say about you when they do is much more important.
Are they saying positive things, showing warmth and joy to your content? Or are they just being neutral, or at worst negative about you? Measuring the number of positive words in social media, comments, and content-generated emails will help you understand which content responds best to which topics. If you're measuring pure numbers, it won't help you determine how to improve your connection with your audience. Only by measuring sentiment can you figure out the most effective ways to do more to grow your business in the future. share of voice. Others will produce content on the same topic as you. But how much of your voice is heard compared to them? Simply put, it's just the number of followers you might have on social media. But it's a fairly basic measure. All you need to know is where each piece of content ranks in search engine rankings, how many comments you get compared to similar content from your competitors, how many shares you get, how much email activity you receive. In other words, it takes all the numbers that show your overall visibility and then compares it to the best information you can get about your competitors' content. If your content is doing worse than they are, you need to examine these items and investigate what gives them a bigger voice online.
Then you can do something about it. consciousness . People often confuse awareness with visibility. People can see something without realizing it. Every day you see tens of thousands of marketing messages; how much do you know? Many in the content world say the number of followers you get on social media is a measure of your awareness. no. People can follow you and then never see any other products you make. In fact, Facebook's business page algorithm means that 9 out of 10 people won't see your content. Just checking the number of followers and saying how well people know you is a simplification at best. Awareness is when people know the content and remember it. You can use simple polls and surveys to check content awareness. Ask questions about recent content, and you'll see the level of actual awareness in the level and variety of responses. Also, when people buy from you, having them complete a post-purchase questionnaire and ask questions will show you how much they know about your company, its products and services. But make sure the questions are those that can only be answered by knowing what's been there before. This will help you understand the value of your content.