It’s one thing to have a content marketing strategy and a large amount of content and materials online, but it’s another thing to know whether or not it’s actually working out for you. One of the biggest and most common mistakes companies make when getting into content is misunderstanding how success in content marketing is measured.
In many cases, this will be personalized – each company has different goals. However, there are four metrics which we believe should always be tracked and understood for both your own efforts, as well as those of your partners. Don’t forget to include them in this process! Ultimately, any content produced within your ecosystem is still part of your content strategies – particularly if they’re being shared among your partners.
Four Metrics You Should Always Track During A Content Campaign
Consumption metrics are just that: how many people are consuming your materials, and how much (on average) is each person consuming. This is one of the easiest of metrics to track, as you can get the data from Google Analytics or similar sources, or even from your own server logs if you’re controlling your web host. The important thing is to remember that this is not the ONLY metric that matters. Having people looking at your content is only step one.
Successful content isn’t always measured strictly in terms of people discovering it on your site. It can also be measured by how many people are sharing it through their own channels. It's important to know how many people are posting your materials to Facebook, LinkedIn, Reddit, and soforth. This includes any shares prompted by your own posts to those social networks. If you need a tool for this, check out BuzzSumo. It’s full-featured and easy to use to get quick overviews of your social metrics.
3. Lead Generation
The gross number of views of your online materials is vastly less important than the net leads you’re picking up. Always track whenever a lead goes straight from a piece of content to filling out a web form. Not only are these going to be strong leads, but it’s one of the best indicators that your content strategy is paying off. Also, if your sales partners are phone-focused, try to get them to ask about content when on the phone with leads. If the call was prompted by a piece of content, you want to know about it.
Once you know which of your leads are coming from your content, you can then track how many of those leads convert into sales. This is where you can truly prove the ROI of your content marketing – or not. If you’re getting more in content-driven sales than you’re spending making that content, you’ve got a successful content campaign. To take this further, try to track individual pieces of content for their effectiveness. Look for common elements in the pieces which generate the most leads, and use that to guide your future content creation.
Make Cross-Ecosystem Promotions Easier!
LogicBay PRM makes it simple to share content -including video- throughout your ecosystem, while encouraging collaborative input from your sales partners. It can make managing a large-scale content campaign far easier and more productive! Contact us today to learn more.