How to Measure Content Marketing Success
In the digital space of today, content marketing has become one of the most effective ways brands are adapting to inform, create awareness, generate engagement and drive sales.
Content Marketing is basically creating and sharing materials online for a targeted community. These communities vary from brand to brand and the materials created and shared may include but are not limited to videos, blogs, podcasts, pictures, social media posts etc.
Content Marketing better works or help brands achieve their goals when certain key factors are taken into consideration. These factors help brands analyze the performance of the content they create for their community members, and these factors include but are not limited to Web Traffic, Social Media Engagement, Leads, Return on Investment (ROI)
Web traffic has to do with the number of data sent and received by visitors on a particular website. This is determined by the number of visitors and the number of pages they receive.
Generally, websites with very good content attract and retain visitors for a very long while, as it helps record low bounce rates, which is a sign that content created and shared is performing, which is going to lead to brands achieving their goals. High bounce rate on the other hand is a sign that the content created and shared is not serving their purpose, therefore there’s the need for community managers to review and re-strategize.
Social Media Engagement
Over the years, positive and high engagement on social posts have proven to be the number one bait for viral content on social media to achieve the purpose for which they were created. Social users are highly likely to engage with content they have seen others react to on their timeline, and for people to react to your post, it has to be really catchy, interesting, informing, and thought-provoking.
The engagement we are talking about here could be likes, comments, mentions, shares etc. These engagements in the short and long run help brands to understand their customers, in terms of what they like and exactly what they expect from these brand. These feedbacks go a long way to assist community managers in creating content that will bring positive results to their brands.
In conclusion, content with low engagement indicates something is wrong or some persons are not doing the right thing.
Great content is known for generating awesome leads for brands when it comes to content marketing. A lead is basically a consumer that has shown interest or enquired about a particular product or services upon coming across a post or ad that has to do with the said product or service. Brands usually create the list of leads for the purpose of email marketing, SMS blasts, targeted ads, for the purpose of conversion.
Most leads are known for asking questions like:
How did you do it?
How much is it?
Where can I get it?
Can you please check your inbox?
When you begin to record the above type of comments on your posts as a community manager, then you know you are making headway with your content, but if you don’t, then there is the need to take a second look at your content.
Return on Investment
No one runs a business to incur losses, therefore once your finances are not indicating an increase in the return on your investment, this is a sign that certain things are not being done right. Interestingly, content marketing has a huge influence on return on investments.
Imagine your content are making waves within various online communities, a lot of leads are going to be generated, leading to high conversional rate which will intend reflect on your finances.
If you are reading this, and you need assistance in creating engaging, informing, thought-provoking and results-oriented content, you can always talk to Global Media Alliance.
Francis Yaw Gidiga Alfafa
Account Manager, Digital Media & Innovations
Global Media Alliance
Linked In: Francis Gidiga