While content marketing has grown to be one of marketers’ main go-to strategies for driving brand awareness and leads, most of us are still struggling with actually sizing up the performance of that content. In fact, 72% of marketers say they are currently battling the challenge of measuring content marketing performance.
Would you like to better convert traffic to your blog or website to a real sale? Do you wish you knew more about your customer? Wish you knew what content is truly engaging your audience? How about the top traffic sources to your blog or website?
Better analytics make for better marketing decisions. This is true whether you're talking about Facebook or billboards on the side of the road. If you don't track to see if something works, it didn't. Or maybe it did. But just like the number of licks it takes to get to the Tootsie Roll center of a Tootsie Pop, the world may never know.
I think we struggle with creating great content because we aren’t used to associating quantitative metrics with it. Many believe that great content is an art not science. Thankfully this isn’t true. Creating useful content is an evolutionary process guided by specific metrics.
What's the best way to measure the effectiveness of your content? We'll always have the old standby metrics – social shares, pageviews and the like. But do these metrics help you understand how well your content resonates with audiences, converts lookers to buyers, and works toward the achievement of your business goals? For that, we need content analytics.
As an agency, you can't work blindly through a content campaign without first setting up accurate indicators of success. These six steps will help you measure content marketing success in your online endeavors for your clients, in addition to helping your own business prosper.
This post is for you if you are super new to Google Analytics or you’ve installed it, logged in, gone deer-in-the-headlights and ran away from your computer to hide. I give you: A Google Analytics Tour.