How do you know if your content is working for you? It depends on your goals. Generally, you want to see clicks, conversions and new customers, but these results don’t happen as soon as you start publishing new blogs and social media posts.
If you’re just getting started with a new content strategy, consider a few alternate ways to analyze its effectiveness after launch.
Whether you’re a startup or an established business, content marketing help you increase brand awareness among your target audience. Common metrics associated with brand awareness include increased website traffic, email subscriber growth and new social media followers.
Based on what results you’re seeing, you can expand your reach even further with awareness-specific tactics. Some options include optimizing your website headlines and copy with short-tail and long-tail keywords, or tying your content to paid initiatives like social media advertising and Google Ads. Another idea is to partner with like-minded influencers who are willing to share your articles or white papers across their own channels in exchange for you doing the same for them.
Content marketing fuels industry-specific credibility and authority. Fill your editorial calendar with topics that allow your team to flex their expertise on industry trends and how your products solve common challenges.
Some key influence-related benchmarks include higher search rankings, longer average time on your website, increased click-through rate and domain authority, which tracks your search ranking potential and link popularity. Free tools like Moz or Klout.com enable you to monitor the demand for your content.
Enhance customer education
Your content also supports customer education by anticipating and answering critical questions that pop up throughout their investigative inquiries. Your homepage, blogs, and FAQs need to provide them with clear, confident and concise answers about who you are, what you do, and how your products or services provide value so they’re willing to take the next step in the buying journey. Some good indicators of quality customer education include decreased bounce rates, increased quality leads and better sales conversion rates.
Create a plan that meets your goals
If you expect your content to transform into revenue overnight, you might consider adding a paid media strategy to your marketing plan to see quicker results. But remember, content marketing is an ongoing a journey, not a destination, and our team can help you develop a plan that meets your business objectives.
About the Author
Lauren McPherson is an Account Executive at Muse. With a strong background in integrated marketing and communications, advertising and events, Lauren pitches grassroots marketing ideas and creative solutions to support clients’ business objectives. Throughout her career, she has worked with notable clients including Cleveland Clinic, The Rock & Roll Hall of Fame, Destination Cleveland and Greater Cleveland Food Bank.