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Content Marketing - Tracking Success
You need to have a content marketing plan for content marketing to be effective. All those building blocks need to be stacked perfectly, from consumer analysis and content scheduling to content repurposing.
The results will show once you manage to get all synchronised. But where are they going to show them? While content marketing has been around for quite some time now some organisations, especially small ones, have trouble understanding that content marketing efforts are rarely macro-converted.
Once you have a good understanding of the why" of your content marketing, let me tell you some metrics that should be closely watched by any content marketer worth their salt:
- The lifeblood of on-line content is traffic. If no one is on your website, no matter how fantastic your blog posts are, nobody will read them and they will not do you any good.
- If you just want to strip it down to basics, one metric you need to calculate is traffic.
- This traffic can of course, be broken up into various categories. The metrics that you want to look at in Google Analytics are:
- Leads or even direct sales are the final conversion.
- Because few customers are going to switch from not knowing who you are to purchasing directly from an awesome product.
- B2B brands should therefore track the purchaser journey all the way from lighter conversions such as subscriptions or click-throughs to deeper conversions such as offer registrations.
- What counts as a conversion is up to you. The purpose of your content may be to make a physical sale in some instances, while in others it may only be to raise awareness.
- The amount of traffic your content receives often is more an indicator of how effective you are in getting people to click your links, rather than how good your content is.
- You will need to monitor how long they spend on your site and how many pages they visit in each session to really find out whether people interact with your content.
4. Efficiency SEO
- Not all your traffic is going to come from social media, so it's critical that you get a lot of search visitors as well.
- In Google Analytics, you can track the percentage of your site visits that come from searches, but this doesn't give you much insight into whether or not your site performs well in search engines.
- You'll need to calculate your SEO results, instead.
- You can track a few different metrics here.
- SERP ranking is probably the most important one.
- This is the position of your page for a specific keyword phrase in the search engine results.
- Rankings are not static and appear to fluctuate a bit, but you want to see it either static when you control your rating over time,
- Authority is not as easy to calculate as most other metrics, but attempting to increase the authority over time is still relevant.
- Not only will high authority enhance your SEO, which means you get more search traffic, but it will also help develop your brand, raise confidence and increase your conversion rate.