Measuring Your Content Marketing Success [INFOGRAPHIC]

PamDyer
Pam Dyer Marketing Director, SolutionsIQ

Posted on January 27th 2014

Measuring Your Content Marketing Success [INFOGRAPHIC]

 

Content marketing one of the most reliable and effective tactics available to digital marketers.

how to measure content marketing Measuring Your Content Marketing Success [Infographic]Brands are increasingly employing content marketing strategies to generate product awareness and drive demand. Keyword-optimized blog posts, white papers, press releases, articles, and social media content create brand awareness, inspire audience engagement, and move customers through the sales funnel from initial consideration to purchase. But how do you measure the success of each of your targeted activities?

The team at Brandpoint, a leading provider of content-based marketing solutions, helps their clients get their brand message out, establish their thought leadership and credibility within their industries. Here’s how they suggest that you track your content marketing success.

How do you measure content marketing?

1. Awareness: Exposing new people to your brand, product, or service

Why is awareness important?

  • Quality content can increase the number of keywords for which a site can rank.
  • 93% of online experiences begin with a search engine, and 75% of searchers don’t move past the first page of search results.
  • Social media is an excellent content distributor — more than 15 million online consumers say that they research products via social media before making purchases.

Measuring awareness success: What to look for

  1. Higher ranking in search engine results pages (SERPs)
  2. Steady increase in your website’s first-time visitors
  3. Improved social metrics — increased likes, follows, +1s, upvotes, etc.

2. Consideration: Inspiring potential customers to engage, read, download, comment, and share

Why is consideration important?

  • Search engines rank content based on relevance:
    • Time spent onsite per user
    • Amount and age of pertinent original content
    • Social chatter about your site
    • Sites with 300+ indexed pages increase traffic by 236%
    • Sites with 400-1000 indexed pages receive 600% more leads
  • 61% of consumers feel better about a company that delivers custom content
  • 65% of social media users learn about products and services via social media

Measuring consideration success: What to look for

  1. Increased total page views
  2. Longer visit duration
  3. Lower bounce rate
  4. Improved social metrics — video views, content shares, positive comments, interaction, etc.

 3. Conversion: When a customer makes a purchase or fills out a contact form

Why does content marketing drive conversions?

  • It supports searches for specific products and services — more than 39% of all customers come from search.
  • Unlike PPC (pay per click), social media amplifies traditional word of mouth and grows organically with time.
  • 77% of B2C companies have acquired a customer through Facebook.
  • 41% of B2B companies have acquired a customer through Facebook.

Measuring conversion success: What to look for

  1. Increased conversion rates as measured by sales or leads
  2. Tracking which content sources contribute to the sales funnel
  3. Social media metrics — referrals from Facebook, Twitter, Pinterest, and other social networks
  4. Subscriber vs. non-subscriber behavior

measure content marketing Measuring Your Content Marketing Success [Infographic]

Measuring Your Content Marketing Success [Infographic] is a post by Pam Dyer on Pamorama | Social Media Marketing Blog.

 

PamDyer

Pam Dyer

Marketing Director, SolutionsIQ

Pam Dyer is an integrated marketing executive dedicated to helping companies grow via innovative branding and audience engagement programs. She delivers results by leading teams to create forward-looking strategies and translate them into measurable tactics, iterating as needed to achieve corporate goals. She is a big-picture thinker and relationship-builder who thrives in environments where collaboration is embraced. Pam has a passion for achieving business results through supporting people, growing teams, and sharing success.

Pam authors an award-winning blog, Pamorama which helps businesses optimize their brands, create customer engagement, and drive sales by using social media channels and content marketing programs. She has educated thousands of people about how to create, manage, and measure outreach initiatives on Facebook, Twitter, LinkedIn, Pinterest, Google+, and other social networks. Pam has a global footprint and routinely receive questions and comments from her audience, the majority of whom are in the U.S., Canada, Europe, Australia, the Philippines, India, South Africa, and the United Arab Emirates.

See Full Profile >

Comments

Nishadha Silva
Posted on January 27th 2014 at 11:30AM

Some very interesting stats and methods to measure content marketing. Most of the time I have used new visitor metrics to measure the success of our content marketing efforts. Will make sure to include some into our measurments.

One huge problem I face is tracking social metrics overtime. For example finding cumulative shares across the whole site, how shares per article increase or grown overtime etc. We do this manually by getting shares per article and including them on a spreadsheet. Do you know of a tool that automates / semi automate something like thi.

John Phanchalad
Posted on January 27th 2014 at 11:21PM

I love how you added the measurement items for each of the items that you listed.  So often people just dont know how to measure the success of what they are doing and it leads to problems in their business and marketing funnel.