Content marketing is one of the most reliable and effective tactics available to digital marketers.
Brands are increasingly employing content marketing strategies to generate product awareness and drive demand. Keyword-optimized blog posts, white papers, press releases, articles, and social media content create brand awareness, inspire audience engagement, and move customers through the sales funnel from initial consideration to purchase. But how do you measure the success of each of your targeted activities?
The team at Brandpoint, a leading provider of content-based marketing solutions, helps their clients get their brand message out, establish their thought leadership and credibility within their industries. Here’s how they suggest that you track your content marketing success.
How do you measure content marketing?
1. Awareness: Exposing new people to your brand, product, or service
Why is awareness important?
- Quality content can increase the number of keywords for which a site can rank.
- 93% of online experiences begin with a search engine, and 75% of searchers don’t move past the first page of search results.
- Social media is an excellent content distributor — more than 15 million online consumers say that they research products via social media before making purchases.
Measuring awareness success: What to look for
- Higher ranking in search engine results pages (SERPs)
- Steady increase in your website’s first-time visitors
- Improved social metrics — increased likes, follows, +1s, upvotes, etc.
2. Consideration: Inspiring potential customers to engage, read, download, comment, and share
Why is consideration important?
- Search engines rank content based on relevance:
- Time spent onsite per user
- Amount and age of pertinent original content
- Social chatter about your site
- Sites with 300+ indexed pages increase traffic by 236%
- Sites with 400-1000 indexed pages receive 600% more leads
- 61% of consumers feel better about a company that delivers custom content
- 65% of social media users learn about products and services via social media
Measuring consideration success: What to look for
- Increased total page views
- Longer visit duration
- Lower bounce rate
- Improved social metrics — video views, content shares, positive comments, interaction, etc.
3. Conversion: When a customer makes a purchase or fills out a contact form
Why does content marketing drive conversions?
- It supports searches for specific products and services — more than 39% of all customers come from search.
- Unlike PPC (pay per click), social media amplifies traditional word of mouth and grows organically with time.
- 77% of B2C companies have acquired a customer through Facebook.
- 41% of B2B companies have acquired a customer through Facebook.
Measuring conversion success: What to look for
- Increased conversion rates as measured by sales or leads
- Tracking which content sources contribute to the sales funnel
- Social media metrics — referrals from Facebook, Twitter, Pinterest, and other social networks
- Subscriber vs. non-subscriber behavior