According to Hubspot, only 30% of B2B marketers reveal that their organizations are effective at content marketing. A big reason is that many do not test their efforts to discover what’s producing results and what needs modification for success.
Merely creating, publishing, and promoting content is not enough. It’s important to measure your content’s performance to ensure you’re increasing traffic to your websites, fostering engagement from social media, capturing leads, and generating sales from your content.
Having a content performance plan allows you to hone in on what’s working so you can continue creating these favorable outcomes from your marketing. Through testing and analyzing, you’ll gain a better understanding of your audience’s behavior and what they want, which positions you to deliver more of what they want.
How to Measure Your Content Marketing
The good news is, measuring your content’s performance doesn’t have to be a technical, arduous task.
Although there are a plethora of tools you can use, keep it simple by using Google Analytics for your website and the native analytics on the marketing platform you’re promoting on. You’ll efficiently collect the data you need to discover which content is resonating best with your audience.
Next, ask yourself the following questions on a weekly or monthly basis to gauge your content marketing results:
1. What keywords are people using to find my content on Google? On social media?
2. Which content types are viewed or read the most? Content type refers to blog posts, videos, social videos, email messages, infographics, articles, etc.
3. Which content types are shared the most?
4. Which content topics generate the most engagement (i.e., likes, shares, and comments)?
5. Which content types create the most social engagement?
6. How long are visitors staying on my page (dwell-time)? Do they visit other pages on my website
7. How many page views did my content receive?
8. How many leads did my content generate?
Can you see how these questions can give you a greater sense of what’s driving results from your marketing? It helps you see what your audience gravitates to the most, allowing you to focus more on creating content to better serve their needs and wants.
Measuring your content marketing is a key ingredient to inbound success. Use this guide to begin better assessing your content efforts. With consistency, you’ll create a winning formula that produces favorable results, enriching your overall digital marketing.