Most organizations still do not have a data strategy. They may collect data, but they are still struggling with knowing exactly what, where and when to measure. That’s why many of us cling to very simple measurements of success like pageviews and likes. “It’s time to kill the pageview as a measure of success,” said Liz White, Head of Strategy and Business Development at Poshly during a session at SXSWi 2015. She is one of a growing chorus of voices advocating new measures of the effectiveness of content, putting less emphasis on the number of people who see content and more emphasis on how people engage with content.
This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of: Stop Drowning in Digital Data: Social Listening for Campaign Measurement. This webinar was sponsored by Brandwatch and featured panelists from Brandwatch, Sony Electronics, and Visa. We discussed why, and most importantly what, you should measure for your campaigns.
We’ve all got a boss – whether that’s an actual boss in your company, or a client that pays the bills. The problem with many, is that they love a vanity metric. A metric that boosts their ego, that makes them think they’re doing a great job, but that really doesn’t tell them anything about what’s really going on.
It’s the end of the month, and the end of the quarter and for B2B marketers everywhere it means one thing… analyzing the heck out of your online marketing activity from the past 3 months, measuring its lead generation success and proving the ROI value to the rest of the business.
Part of learning how to start a blog is also finding out why you need to blog. Because the success of a blog depends on the main goal assigned to each. Some would attribute their success to the number of email subscribers they have captured over a period of time. Others would look into how their blogs have built a vibrant community, which they could later convert into brand advocates or customers.
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.