“I can’t believe it. This post is doing so well. Maybe we should hire an influencer to share the content. Maybe then it will go V I R A L.”
So many creative and social media teams focus on metrics including:
These metrics tell a story.
They tell a story about whether you picked a good topic, wrote about it well, shared on the right social channels, possibly at the right time, and how far a reach your content got. There are, however, untold stories. The ones your agency probably would rather you stay distracted from. Here’s the biggest one — what kind of return on investment have you seen from content marketing? How do you know that ROI figure is accurate?
Other questions you can ask your content marketer:
- What is the monetary value of an engagement?
- What is my average cost per engagement? Is that a good or bad CPE?
- Does the number of impressions I get directly tie back to ROI?
- What’s the value of a share?
The biggest question should be obvious —
How do we measure success in content marketing?
So often, we’ve encountered clients who “did content,” or “did SEO,” because someone told them that they needed it.
So, do you need content as part of your marketing strategy? Yes.
Is it possible to quantify the value of your content marketing efforts? Yes.
Is it through the metrics we mention above? Nope!
Understanding the Impact of Content on Your Marketing Funnel
Without visual or written “content,” people would be utterly incapable of engaging with your brand. The message, the experience — these conventions most often classified as “branding” and not “marketing” are, indeed, essential. There is a fundamental disconnect around content’s role in digital marketing. Firstly, everyone wants to be a “thought leader” in their business space. Yet, most businesses couldn’t give a one-sentence answer as to the purpose embedded in their content strategy.
A few good starting ideas could include:
- “Inbound b2b lead generation”
- “Optimizing pages to rank for certain keywords”
- “Improving conversion rates on ecommerce pages”
- “Nurture emails for top-of-funnel prospects”
- “How-to content meant to educate mid-funnel prospects”
These are all measurable goal categories for content. Tracking these goals requires a methodology of measurement.
Measuring Success Using Analytics in Content Marketing
Another key issue marketers and businesses run into with content is that of definitions. Just about everyone has an idea of what content is, but rarely do we see a workable definition that differentiates content in a meaningful way. Ultimately, the definition of and the success of content marketing shouldn’t be one person’s job. Within an organization, there are complex structures that require those people who manage and create content to perform a lot of tasks, usually to the benefit of the team.
Another important thing to keep in mind is this — great content comes in many forms. It’s not just blogs, whitepapers, and deep dive b2b content. Content lives inside every marketing channel — paid media, SEO, lead generation, social media, shopping, remarketing and display. We already know how to apply the principles of direct marketing to measure the success of more binary mediums like paid search.
The key to measuring content is first to get clear as to what the goal of that content is. The next step is to define the action that a user should take to qualify your content as successful. From here, it’s about then following the proper procedures to measure and track based on your definitions and goals.
At Response Mine, we don’t look at content like it’s “fluff.” The truth is this — great writing and creative is at the heart of the most persuasive and successful campaigns. The scientific principles of direct marketing marry art and science together. The result? Measurable wins — not more questions about impressions.
Response Mine Health is recognized as a top digital marketing company on DesignRush. If your company would benefit from having a trusted, award winning marketing partner to pinpoint cutting-edge solutions that drive higher sales, with minimal effort, click here to schedule a free consultation.