Content marketing can be considered as one of the most effective forms of marketing available. It has the ability to deliver amazing results for businesses within a short period of time. However, it is important for all those who manage content marketing campaigns to be able to analyse their effectiveness. Otherwise, it is difficult to track the return on investment from these campaigns. Here are some tips you can apply to measure the results of your content marketing campaign.
Analyse Your Website Analytics
When it comes to content marketing, your website is one of the first things you will pay attention to. Website analytics are one of the most effective ways to measure the results of your content marketing campaign. With this mind, make sure your website has a tracking code that allows you to view traffic and visitor behaviour statistics. You can start off by creating a Google analytics account and paste the tracking code into the header section of your website. With these tools, you can take a look at metrics such as page views, crawl rate, time on website, inbound links and bounce rate.
Look at the Social Media Numbers
Social media analytics can also be used as an effective and reliable medium for analysing your content marketing ROI. Some of these factors include followers, post likes, post interactions, messages, responses, and comments. Your social media ties into other aspects of your website such as search engine optimisation and user engagement, so there is long-term value in keeping track of your social media numbers.
Check Your Lead Volume
If you are receiving a high number of leads after the content marketing campaign, you can assume that it has worked in a positive favor. One of the key objectives of content marketing is to generate more leads. On average, an effective content marketing strategy can increase your leads by at least 35 percent. Tracking your leads can provide you with a good summary of whether your content marketing approach is working or not.
Email Newsletter Analytics
The newsletters that you send by email constitute a considerable percentage of your content marketing efforts. This means that email newsletter analytics can also be used to measure the effectiveness of your content marketing campaign. Some of the metrics you can look at are email opens, conversions, click-through rates, and the sender score. If you use high quality, relevant, and tailored content to match with your audience, the results will speak for themselves.
View Your Closed Loop Sales Analytics
For the concluding metric, you can take a look at the closed loop or sales analytics related to your content marketing strategy. There are many specialized tools available online that can help you view and organise these numbers efficiently. You can then use your findings and refine your content marketing campaign until it produces better results.
With content marketing being a major strategy for both young and established businesses, measuring and tracking success is critical. The free tools and methods you have available can definitely help you keep a close eye on your numbers. The data and information you collect can help you make even more informed marketing decisions in the future. Before you review your content marketing with your team, make sure these analytics and data-collecting systems are in place.
