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How to measure the success of your content marketing campaigns

Data and analytics are a goldmine for marketers. They have the potential to be one of your most valuable marketing resources – giving you the opportunity to understand your customer’s behaviour and shape your campaigns accordingly.

That’s every marketer’s dream.

The challenge is knowing how to work with data in the right way.

Get it right and you’ll fly ahead of the competition. After all, companies with a data-driven approach to marketing are a whopping 6 times more likely to be profitable year after year. What’s more, 75% of companies see increased engagement when they use data-driven marketing.

It’s no different when it comes to content marketing. Your strategy needs to be informed by data – otherwise it’s just a shot in the dark.

In this article, we’ll explore the x essential metrics every digital marketer should be using to determine the success of their content marketing campaigns. The result? Informed, smarter content marketing campaigns that drive bigger and better results.

Ready to create some killer content marketing?

User behaviour – what reactions does your content drive?

Measuring how users are behaving in relation to your content will shape your strategy going forward. After all, if some of your content receives little views and strong bounce rates, it’s clear that it isn’t hitting the mark.

Let’s take page views for example. This might sound obvious, but by simply measuring the number of times your page or piece of content has been visited and viewed you can work out what topics attract the most attention from your audience.

Whether you’re sharing blog posts on your site or videos on your social channels, knowing what content gains the most views is a sure-fire way of understanding what makes your audience sit up and listen.

The great thing is it’s super easy to measure:

  • Google Analytics: if you want to measure the success of a piece of content posted on your website head to Google Analytics. Click Behaviour > Site Content > All Pages. You can then see which of your posts perform the best.
  • In-built social media insights: all the main social media platforms have made marketer’s lives a whole lot easier by providing in-house analytics tools. Whatever platforms you use, simply head over to the corresponding Insights tool which will tell you which of your content has performed well.

It’s a great idea to also look at new vs. returning customers. The number of new customers generally indicates the number of new potential leads. The number of returning customers shows you that the visitor like your content and are coming back for more.

Having a mix of both types of customers is the sweet spot. It shows that your content attracts new users and is good enough to keep the old ones.

To measure this:

  • Head over to Google Analytics: Audience > Behaviour > Returning vs existing.

Next, take a look at the average time on page. This will show you whether users are merely skimming your content or whether they’re actively taking the time to read it.

This is another great indicator of which types of content are more popular amongst your audience. If users are spending just seconds on some content but minutes on others, you can identify what types of content make them tick.

Finally, check out bounce rate.

 

Obviously if some of your content consistently has high bounce rates it’s time to make some changes to stop people leaving your content.

Check out this handy article by Neil Patel on how to measure and audit your bounce rate analytics in order to increase conversions.

Engagement – is your audience interacting with your content?

 

Likes, comments and shares indicate how much engagement your content is receiving.

A piece of content with tons of social shares is obviously doing something right. People are taking the time to engage with it.

Content that receives no likes, zero comments and no shares on the other hand has not hit the nail on the head.

Measuring engagement is key. After all, if your content receives lots of engagement, this only stands to benefit your business. It’s no surprise that 73% cite creating more engaging content as their top priority.

Again, you can use Google analytics and the Insights tools on social platforms to see which of your pieces of content have struck a chord with your audience.

Other tools that are super handy include:

  • SEMrush Social Media Tracker: this tool allows you to see the amount of comments and replies your social media posts have attracted.
  • Commentful: this is a great one for businesses with blogs, allowing you to manage and track comments and conversations on your blog posts.

Pinpointing the types of content that attracts the most engagement will help you understand what types of content your audience enjoy the most.

For a full, comprehensive guide on how to measure your content’s engagement check out this guide by Neil Patel.

SEO – is your content discoverable?

 

A successful piece of content needs to be optimised for search. Otherwise it’s set up for failure.

It’s no wonder that 82% report that SEO is a super effective tactic for their business.

But what exactly do you need to measure when it comes to SEO and content?

  • Organic traffic: this tells you the amount of people who have found your site through an organic search. Low figures may suggest that your page isn’t optimised for search properly, meaning you’ll need to put some time into rectifying this. No need to worry, we’ve written an ultimate guide on how to optimise your content for SEO.
  • Dwell time: Google has recently declared that RankBrain is their third most important ranking factor. RankBrain looks at two things, click-through-rate and dwell time, or how long users are spending on a web page. Presenting users with valuable, high-quality, relevant content will improve the chances that they spend more time reading and enjoying your content. This is turn will improve your ranking. The key is to consistently present top-quality content your audience don’t want to take their eyes off.
  • Backlinks: backlinks are hugely important for your ranking. In fact, research has suggested that of 1 million Google search results analysed, the number of sites linking to a page correlated with ranking more than any other factor. It’s not as scary as it sounds. Make use of the handy tools out there to guide your backlink building strategy. Ahref’s link intersect feature is great for identifying backlink opportunities for your site.
  • Keywords: It’s important to check how well your keywords are performing. How many of your chosen keywords does your content rank for on Google? How does this fare against the competition? If your keywords aren’t ranking your content will take a big knock. After all, a massive 95% of searchers only look at the first page of search results, with 50% of all clicks going to the first 3 results. Find out how to use keywords in your content as well as how to carry out keyword research in 2019.

If you want to ensure your content is thriving rather than diving to an early grave it’s hugely important to measure and continually improve how well it is optimised for search.

Otherwise it faces being lost in the back catalogues of Google.

Conversion rate – does your content get people to act?

 

Everyone knows that getting your audience to convert is key to success.

Whether it’s clicking, registering, downloading, finding out more or signing up, the amount of people that interact with your content matters. It drives results and gets you one step closer to a new customer.

That’s why you need to be measuring your conversion rate.

To do so you will need to:

  • Divide the number of clicks by the number of impressions

Whatever the figure comes out at, unless it’s a perfect 100 there’s always room for improvement.

To optimise your conversion rate, you will need to optimise your call-to-action (CTA.) This is what tells the visitor to convert.

There are a number of ways to do this, including:

  • Creating killer copy: the aim is to ensure that your copy is clear, easy to understand and compels readers to act. Keep it short and sweet. Avoid difficult words. Make it different, unique. Present your users with an offer they can’t resist.
  • Shaking up your placement: your CTA needs to be immediately obvious to the reader. After all, the average person spends just 37 seconds reading online content. If you want them to act, you’ve got to make it obvious. See what works for you. Run some tests. It might be the left, right, near the top or bang in the middle.
  • Making it clickable: this sounds obvious, but you need to make sure your CTA button looks clickable. Make it stand-out. It needs to be distinctive and irresistible. Make it obvious that this is a button you want to be pressed, not something that blends into the background and is ignored.

Run some experiments with your CTA to see how best to optimise your conversion rate. Only this way will you find what works for you.

Next Steps – ready to create an informed, killer content marketing campaign?

 

A killer content marketing strategy needs to be informed by data. It needs to be measured and optimised for success. Only then you create kick ass content that resonates with your audience and gets you those all-important customers.

For more help on creating content that bowls your audience over, have a chat with the Report Central team today. Setting up a campaign with good foundations is one thing, but here at Report Central we use a little bit of rocket science to boost our campaigns far ahead of the competition. We find out what’s driving successes so we can keep doing more of it.

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