The purpose of your content is to attract and acquire an audience that will eventually turn into a sale. You realize that, but you’re not exactly sure how that works. By publishing content to your blog, marketing it in the places that your potential customers will be searching, and tracking the results, you will be able to get a clear vision of what could lead to a sale and what won’t.
The process of effective content marketing isn’t an easy feat. In fact, “ninety-one percent of B2B marketers use content marketing and 78% of CMOs think custom content is the future of marketing. Meanwhile, in the present day, marketers are struggling to measure how their content is moving the needle”, says Jesse Noyes, the senior director of content marketing for Kapost. However, by joining forces with our new Renown SEO Viral Blogging Program, it will enable you to do what you do best (run your business), while we take care of implementing and tracking your marketing efforts (see more on this at the bottom of this post).
As you can probably tell by now, producing content is extremely time consuming. Therefore, learning how to gauge what’s working and what’s not as quickly as possible becomes extremely important in terms of efficiency. So, by tracking the performance of each post you publish, you can build up a list of what creates the most engagement, what keeps people on your website and what gets them to come back. By taking a look at these results as often as possible, you will be able develop content closer to the needs and wants of your readership. Slowly but surely, you’re molding them into buyers.
Now, sales aside, let’s focus on what matters: the performance of your content.
If you want to track your content marketing efforts, you’ll have to know how much content you’re producing. Compile a list of all your contributors, how often they post and on which subjects. Additionally, you’ll want to take note of where the content they’re creating is getting published, including social media platforms and any other social sharing sites
You can see the level of engagement your posts are generating through a number of different measurement tools. The first method of observation, when trying to track if your readers are finding your content valuable, is monitoring their social media shares. By using a tool like Google Analytics, you will be able to take a deeper look into the blog posts that are resonating with your audience. For example, “If you tweet your blog posts, it can also give you some insight into the titles that compel people to click through from Twitter. This also gives you info on how people who arrive from different social networks behave (how long do they spend on your site, how many pages do they look at in a visit, etc.)”, saysOlivia Roat, a writer for Manstreet Host.
Secondly, you’ll want to pay attention to the inbound links your blog posts are receiving. “Search engines place high value in trust and authority, and an inbound link from a very high ranking and trusted website tells the search engine that someone trusted also trusts you”, says Chris Vaughn, a writer for Digital Sherpa. Therefore, take note of which posts are getting the highest number of inbound links and analyze why.
If you’re just starting to market your content, then you can compare the stats your blog posts are receiving in comparison to other bloggers in your industry. If you have at least a few months of content marketing behind you, simply track and compare the stats of all of your blog posts, and see which ones are getting the highest stats.
The surest way to track how effective your content marketing strategy is through the leads you’ve acquired and the closed deals that have resulted from you content. “The result is valuable insight into the true ROI of content, enabling marketers to make informed decisions about which content assets to produce”, says Craig Rosenberg, a writer for Funnel Holic.
If you are not satisfied with the readership or leads your content is generating, Nimble Media’s Viral Blogging Program is here to help! Click here and get 50% off your first month.