Measure the Effectiveness of Content Marketing | Steven Krohn

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Content Marketing Strategy

Measure the effectiveness of content marketing with the right statistics, analytics, and assessment of your strategy. It’s easy to write articles, share posts, use hashtags on Twitter, etc. but are you making a difference?

Content marketing includes creating a strategy, writing content, conducting consistent assessment and repositioning your strategy as needed. If you overlook any of these steps, you’ll fail to determine if you are reaching your target audience. Learn how to tell if your content marketing is working.

Changing Behavior in Your Customer

Your content marketing strategy is working if customers modify behaviors. That can be measured through conversion rates, sales, as well as new and repeat customers. When using a content marketing campaign, expect your online traffic to increase significantly resulting in appreciable sales growth.

When analytics are incorporated on your website, conversions are tracked on your behalf. Be sure to define a conversion properly. A conversion can be defined as a sale, download, click to your page, sign up, or any other metric you determine.

Question to Ask: Is customer behavior changing as a result of my content?

Always Ensure That Your Goal Was Achieved

Measurable goals should always be established in any content marketing campaign. Do you want to increase traffic to your site? Do you want to generate a specific number of sales or revenue? Are you creating brand awareness?

Always take time to measure your goal and determine whether it has been attained. Too often, people lose sight of the predetermined goal. Never lose sight of your goal!

If you own a law firm and are running a Facebook campaign, your goal might be to increase the volume of new clients. Facebook will track spending on campaigns as well as conversions. At that point, you can effectively analyze the value of the client versus the cost of the campaign.

Question to Ask: Am I maintaining focus on the original goal?

Check the Analytics of Your Content

Your content, analytics, etc. can effectively be tracked on free and/or paid platforms. An excellent tool to measure the effectiveness of your content marketing is BuzzSumo. It identifies which content is shared the most according to a set keyword or the domain of a site. Countless services are available that will determine your exact online ranking.

Question to Ask: Is my content getting shared or is it ranking by keyword?

Fall Back on Your Important Analytics

Make technology work for you. Track the analytics of your content marketing campaign. Hundreds of tools are available that provide you with analytics. How do you determine the most appropriate tool to measure your content marketing? We recommend tracking these metrics:

· Blogs: Total page views and engagement time. Blog posts are not always about driving sales. The purpose of this content is to communicate with your customer, creating a voice behind the brand. It’s also effectively used to share relevant information.

When someone spends a significant amount of time on your blog post, you are doing well. As your page views noticeably increase, be confident that your campaign is working effectively.

· Landing Pages: Buy in and conversion rates. A majority of companies use content on landing pages to stimulate conversions. Conversions provide email addresses, white paper downloads, informative brochures, etc. A high number of conversions indicate that your content marketing is quite effective.

· Social Media Posts: Click through rates, shares, and likes. Social media is vital in communicating with your clients and creating “noise”. When your content receives “likes”, “clicks” or “shares”, your posts will naturally appear in your follower’s feeds. The added exposure will result in exponential growth in likes, clicks and shares. Make it a habit to keep tabs on likes, clicks and shares as you track your social media content.

· Noteworthy Numbers: Cost per click (CPC) and cost per action (CPA). When spending money on content marketing, these are two numbers you should concentrate on. Each industry, and marketing channel, is different when it comes to CPC and CPA. Continuously research industry averages to accurately measure your effectiveness.

Question to Ask: Am I considering the appropriate analytics for a specific content marketing channel? If the answer is yes, then am I satisfied with the results?

Conclusion

Importantly, don’t fall into the trap that content marketing is a silver bullet that leads to instant success. Your strategy will likely take a lot of time, effort and patience. That said, you will succeed with persistence and ambition. Use metrics advantageously, unceasingly know your goal and recognize customer behavior changes.

A content marketing strategy, centered on effectiveness, will produce excellent results. Utilize the above tips to measure the performance of your content marketing. By doing so, you will be putting your business on the path to a lasting success.

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Contact Steve (682) 593-3430, email steven.krohn@att.net or LinkedIn message.

Grow Your Business with Content Marketing | Steven Krohn

AAEAAQAAAAAAAA2MAAAAJDI5NjNiNTYwLWFmMzItNGY0My1iNGU2LTE3Y2RkY2FhMDUwNwAre you wondering how you can grow your business with content Marketing? When you produce high quality content, give your audience a gift worth appreciating. Content marketing is the fuel that can propel your business to the sky. Here are the ways content marketing will grow your business.

Blogs

A blog provides the most important step in establishing an effective content marketing strategy. Blogs are search engine friendly. They are also easily shareable on social media. Writing blog posts that are relevant to your services or products will support your sales. Consider linking your product pages within each blog post.

The articles that you create should be informative and should not necessarily mention specific products. This will allow you to provide valuable information for your target audience. It also helps you establish brand authority.

Increase the Quantity of Your Content

The Content Marketing Institute released an interesting report in 2015. It studied budgets, benchmarks and trends for business content marketing in South America. More than 70% of business marketers increased the amount of content produced compared to just twelve months earlier.

Although content quantity is emphasized, avoid creating new content just to increase your numbers. It’s critical that your marketing content adds value to your targeted audience.

Drive Traffic With SEO

To grow your business, you should always attempt to maximize the “online traffic” (views) to your website. This can be achieved by optimizing your website for search engines.

Several studies have indicated that your online traffic will increase by over 50% when you appear on the first page of search engine results. This number drops dramatically to an unacceptable 4% when located on the 5th page of a search.

To grow your business with content marketing, your goal should always be to land on the first page of any search result. You may also consider hiring an experienced online marketing company, or individual, to grow your business with SEO.

They will help to:

· Analyze your competitors

· Identify key words or phrases that you would like to be ranked for

· Drive your website to search engines using various techniques

· Optimize site titles and meta-tags

· Optimize your text and content

Without SEO, a business has no chance to be favorably ranked in any search result. Although you can eventually rank for certain keywords, optimizing your website is the best method and strategy to be ranked as high as possible. It is among the most effective ways to grow your business.

One key advantage of SEO is that it generates organic traffic. When you write a superb blog post, you have a much better chance of ranking on the first page of a search. When ranked on the first page, your traffic will consistently grow on a daily basis.  SEO, most often, produces a nice ROI when it is managed properly.

Integrate Your Content Marketing with Other Strategies

Content marketing is a very significant element of a business’s growth strategy. You should consider combining additional methods with content marketing to achieve synergistic results.

If you’re using SEO, ensure that the content on your site is tagged properly and includes the appropriate keyword(s) or phrases.  When your marketing strategies are integrated properly, you will see overall business growth.

Guides and eBooks

Creating eBooks will help grow your business when used in conjunction with content marketing. This specifically helps to establish a loyal following with your fans and reader(s).  A best practice is to ask them to provide an email address before making your eBook available.  When you have established an extensive email list, use it to invite subscribers to learn more about your business. You have just created your target list!

Conclusion

The strategies demonstrate how content marketing will produce the explosive business growth you should expect.  You can also grow a client base and generate additional leads every month. Studies show that most customers take their time to research a brand or product before deciding to buy. Potential customers will have the time to get to know more about your brand while you are building authority by using content marketing.

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Contact Steve at (682) 593-3430 or email steven.krohn@att.net

Sales 101: An Account-Based Marketing Primer

It’s long been conventional wisdom that trying to reach a wide audience is usually beneficial in business, but far too many companies spend needless resources chasing leads that aren’t likely to pay off in the long run. As an alternative strategy, many B2B-focused companies have discovered that account-based marketing has the potential to revolutionize their sales.

Source: Sales 101: An Account-Based Marketing Primer | The Huffington Post