Tips for Measuring the Efficacy of Your Content Marketing
Most online marketers undertake content marketing but often neglect the analytics meant to help them measure the efficiency of their marketing strategy. They, therefore, miss out on insights that they might need to improve their marketing outcomes. While measuring return on investment may be complex, here are several ways you can use to measure the efficacy of your content marketing easily.
Consumption is a fundamental metric that enables you to know the productivity of your content marketing activities. You simply have to ask yourself how many people are downloading or viewing your content or how much time they spend going through your content. You can use page views, average time on page, the number of downloads and unique visitor metrics on your browser to answer these questions. Consumption gives you a starting point in giving you an overview of the performance of your content marketing strategy.
Measuring retention enables you to keep track of how your content is able to retain your existing clients. You simply have to ask yourself how many customers come back to use your content and at what frequency. These can be solved using a bounce rate that tells you how many users leave your page after viewing one page. A high bounce rate indicates that your content is not convincing to users. You can also use the percentage of new vs returning users to determine if your content is retaining clients.
Measuring engagement may help you determine if your clients are loyal to you. It also expounds more on how involved your clients are with your content. You can use blog comments, page depth, click-through rate and social media engagement as ways of measuring engagement.
Measuring Number of Shares
Sharing often has a direct impact on brand awareness that your content marketing creates. Users may consider sharing your content if they find it useful, informational or entertaining. People will only share content that portrays their personality well with others. You can measure it using social media shares like retweets and repins. You can also keep track of your email subscribers that forward your emails to others. More shares indicate that your content marketing strategy is on point.
Lead generation is often a priority for content marketers as it provides a means of converting attention into revenue. Lead measurements tell you of any new leads and where they come from. You can measure it using gated content downloads and email forwards.
By measuring engagement, retention, consumption, shares and leads, you may be able to make the needed corrections in your content marketing strategies