Measuring The Impact Of Your Content Marketing Strategy

By on February 19th, 2020

5min Read

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You probably publish several posts a week, do a video or two in the same period and share lots of other visual content, like pictures, memes, infographics, charts and all that. But are they worth all the effort and money? Well, there’s only one way to tell – measuring their impact.

But not so many marketers know how to do that? Do you? If yes, congratulations! There are even more great things for you to learn about content marketing in Sydney. If no, here’s your chance to get that anxiety out of the way.

According to the Content Marketing Institute, 41% of B2C marketers and 33% of B2B marketers have no idea how to measure their content marketing ROI. Another report by the Technology Marketing Community puts the figure of those marketers who find it difficult to measure the success of their content strategy at 38%.

Well, today we put this challenge to bed. And to start you off on how to measure the impact of your content marketing strategy, let’s examine what matters most in this process and how you should do it.

The Key Essentials For Tracking Content Marketing ROI

First off, list down the different types of content in your marketing strategy. Examples include blogs, emails, social media posts, videos, infographics, webinars, etc.  If you have a content management system in place, that would be a great place to explore each of them. Learn as much as you can about each then identify the objectives you expect them to achieve.

Remember, there’s no one-size-fits-all kind of content. Each has areas where they thrive better in the marketing funnel. It would be a bad idea to put all your trust in a single piece of content, hoping it will bring you desired results at every stage of your online marketing funnel.

But if you assign different objectives to the different forms of content you have in your strategy, you will be in a position to figure out whether they are performing well and achieving their goals.

A good example would be emails. Objectives might be to get more readers to subscribe to your mailing list, make a purchase, share your content, respond with specific details and so on. If you assigned some of these objectives to an infographic, you will end seeing it as a failure.

How To Measure The Impact Of Your Content Marketing Strategy?

To begin with, set up a measurement program then add a timeline, complete with details on how you will gather, measure, analyse and keep track of your data. It could be weekly, fortnightly or monthly. Make sure the metrics and other key performance indicators (KPIs) support your goals, are actionable and relevant to the different pieces of content in your marketing strategy.  You could use the help of a content marketing agency in Sydney to go about this process right.

 Some of the popular metrics include:

    • Conversions & Sales – This metric is important when you have emails and call-to-actions (CTAs) in your content. Things like sign-ups, subscriptions and sales will give you a glimpse into how each of them is performing.
    • Time On Page/Site – This metric measures the average time website visitors spent on a page or the site. If it’s high, that’s a sign that people are engaging with your content and it’s great.
    • Web Traffic – Site traffic indicates the performance of your website content. If it’s high with low bounce rate and conversion, that’s a sign that your content is doing well. Common tools that you could use to get this data include Google Analytics, Open Web Analytics, Alexa, SimilarWeb, Ahrefs, etc.
    • Site Ranking – Content marketing is part of SEO. When it’s done right, the result will be your site coming on top on the search engine results pages (SERP).
    • Brand Awareness/Reputation – If your target audience or the people in your industry begin to have more discussions about your brand, engage with you more or perceive you as an authority in that space, that’s an indication that your marketing is strategy is working well.
    • Social Shares – Social shares could take a number of forms. It could be your website content, social media posts or posts by other users about your brand being shared a lot. This mostly leads to increased online engagement, more traffic and leads, and sometimes a rise in sales.

Once your metrics have delivered the data and information you want, take time to analyse them. This way, you will also be able to access the performance and impact of your content marketing plan and strategy. Also, you will be in a position to identify areas that need improvement and the best way to achieve that.

In order to refine this process and stay competitive, continue to adopt more metrics that explain the performance of the different pieces of content you have in your strategy.  If you are stuck or have no idea how to proceed, always enlist the help of a good content marketing agency in Sydney.

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