Every savvy business owner knows they need online content marketing to be seen. From newsletters to blog posts, articles, and ebooks, the content you offer on digital platforms is what creates customer loyalty and increases your web traffic. Getting the content up on your website is not the end of your content marketing strategy, however. Once these posts are on social media or your website, you need to be able to measure their effectiveness and make sure you are achieving your goals. Here are a few actionable steps you can take to understanding how to measure your content goals:
Tracking your key performance indicators is the priority. First, you need to know what your KPIs are. The indicators you want to pay the closest attention to on your website are cost per acquisition, cost per lead, conversion rate, click-through rate, bounce rate, page views, and brand equity. When it comes to your emails and newsletters, you’ll need to study your open rate, unsubscribes, bounce, conversion rate, new subscribers, click-through, and delivery rate. For social media, your KPIs include followers and fans, shares, reactions, boosted posts, ad performance, post reach, and return on engagement.
It’s not enough to just throw content online and hope for the best. Search engine optimization is critical for getting the most traffic to your site. You need to measure the sales, leads, conversion rate, time-on-site, landing pages, keyword rankings, page views, bounce rate, indexed pages, traffic patterns, domain and page authority, backlinks, and total visits.
Until you get an excellent grasp on content marketing and all of the website and social media KPIs there are to follow up on, a great thing to do is pick a goal and focus on the metrics that help you achieve that goal. If you want to focus one quarter on increasing email subscribers, create a marketing plan that centers on lead generation, and email signups. Develop top content for your email drip campaigns and newsletters to keep readers interested and give the incentive to sign up.
There is a vast trove of information online, including presentations, webinars, and courses that teach about digital content marketing and strategies. You can also hire a digital marketing company or learn from your peers in the industry. Be ready to adapt to new ideas and trends that pop up as the world of marketing is ever-changing.
Setting content goals and analyzing the return is the key force behind driving your online presence and e-commerce sites. Content engages readers and converts them into loyal customers who will keep coming back to your site every time they need your goods or services. Measuring your content can seem overwhelming, even when you break it down into smaller goals and specific metrics. To get the most out of your content and SEO strategy, consider partnering with a digital marketing company.