FOUR KEY CONTENT CHALLENGES FOR ALL BRANDS TODAY
- Too Many Channels
- Online is Noisy
- Budget and Time
- Voice Search
Challenge 1 – Too Many Channels and Not Enough Time
Challenge 2 – Online is Noisy, how can I be heard?
Challenge 3 – How to set the right budget and time
Challenge 4 – Voice search is becoming the norm
Measuring the Success of Your Content Marketing
Measuring the success and results of Content Efforts
In this stage, you evaluate the performance of your content activities and make necessary tweaks to improve their performance. Content analysis should be a routine activity (weekly, monthly, quarterly, and annually) to get timely updates and identify trends. Following are the ways to analyze content:
- Quantitative Analysis: Use analytics tools such as Google Analytics, Kissmetrics, or Adobe Analytics to get numerical/objective analysis of your performance.
- Qualitative Analysis: Using tools such as VWO, Hotjar, or Optimizely, can show you user behavior through heatmaps, session recordings, and form analysis.
- A/B Testing: You can introduce A/B tests to optimize content performance.
Content Marketing Metrics to Monitor
Is your content generating leads from a relevant audience?
Does your content to lead to more sales and meetings with customers?
Are people finding and reading your content online?
Have people shared, liked or commented on your content via social?
Has any of the local or national media used your content for industry news?
Is your content receiving mentions online? Track the backlinks.
Create a Content Monitoring System
To create a content monitoring system you can choose to use one of the many tools available or create your own internal system for managing the production, release and promotion of all content. The key point here is to be as consistent as possible, learn what’s working for your target audience and give them what they want.
If you don’t have a plan and stick to the plan it is very easy to become overwhelmed.
From the beginning of your planning phase decide what topics you would like to monitor. Develop a list of keywords and phrases that you would like your brand to rank for. Start with a handful and grow the list as you get more data. Keywords include: Your brand name, your services, your products, hashtags for your industry and competitors.
Content Monitoring Tools to Consider
- Google Alerts
- Google Analytics
- Sprout Social
You have reached the end of our bite-sized content marketing lessons. Are you ready to make your content marketing stand out from the crowd? Get in touch today!