Putting effort into content marketing without taking time to measure your results is, well, a waste of time. Please don’t be one of those businesses that is blogging, email blasting and using social media just to follow the crowd. You really should be looking at metrics or some means of tracking your efforts. There is so much to gain by understanding how your investment is performing, or not. It really is about ROI and it really isn’t that difficult to track. Check out these methods for understanding your content marketing performance.
Although not the best way to measure, vanity metrics will give you a base level understanding of your content marketing ROI. What are vanity metrics? They are as the name implies somewhat shallow way to measure response. Below are a couple of popular vanity metrics and why they are only partially effective measurement tools.
Traffic Good to know: the number of visitors to your site. Not as good: Unless you know what they did once they got there this number tells only part of the story.
Social shares Good to know: this number indicates that a visitor passed your information on to their network. Not as good: still don’t know if you actually got anything out of that action relative to leads, sales, etc.
Search ranking Good to know: important to understanding that your site is being ranked above other sites or resources. Not as good: still don’t know if your business actually benefited from that ranking.
Aligning your content marketing efforts to support your business goals is a more effect way to realize ROI. Below are a couple of examples of business metrics that can be tied to your content marketing.
Number of leads Good to know: define your daily, weekly or monthly goals. Better: now that traffic number means more when you see an increase.
Revenue generated Good to know: look for a connection between leads and actual sales. Better: now you know that your visitors took action.
Customer lifetime value Good to know: understand how much your customer is worth to your business. Better: connect content marketing to repeat business to see if it’s part of what is bringing them back.
Measurement does require effort on your part to establish your business goals then create a content marketing plan that supports them. In our next post we’ll have a list of things to consider as you build your content marketing plan. Need some help with both the plan and its execution? That’s what we are here for – give us a call today.