How do you know if your content marketing is effective?

How do you know if your content marketing is effective?

Zoe Brown

Zoe Brown
10th November 2017

Content marketing, whilst not new, remains a hot topic for businesses looking to drive traffic and convert customers. But if you’re going to be investing in content marketing, how are you going to know if it’s effective? In today’s #asktheukdomain video, Zoe explains some of the ways you can be measuring the outcome of content marketing. 

Video transcription

Welcome to The UK Domain. Today I’m going to answer the question, “How do you know if your content marketing is effective”?

First off, it’s really important that you ask yourself the question, “Why am I creating this content? What do I want people to do with this content? And how do I want people to react to this content”? As this will help you to pinpoint what analytics and metrics that you should be measuring.

So in today’s video, I’m going to through a few of those that may help you measure how effective your content marketing is.

So, point number one, views and engagement. This is more if you have a particular webpage that you want your customers to look at online and also if you’ve got blog posts that you want them to read as well. So these three here that I’m going to go through first, are mainly can be found on Google Analytics, which is a great free analytical tool from Google that can give you loads of insight into what customers are doing on your website and your blog.

Here we’ve got page views, so that is literally how many people are viewing your page. Perhaps it’s a landing page that you’ve created and you want to see how many people are coming to that page per day, per week, or per month.

Average time on page, so this is how long customers will spend on one of your web pages and this is particularly useful for blogs as you can see how long people are spending on each blog. So for example, you don’t really want people to be spending 40 seconds on a blog because it probably means they’re not reading it properly. So perhaps maybe three to four minutes is something more of a benchmark for you to look at.

Bounce rate, so this is people that jump onto a page and then jump straight off again. They don’t click on anything, they don’t read or anything, they don’t spend any time on that page. This is really important to have a look at as well, because you don’t want people just to be landing on your webpage and jumping straight off again.

And also, if you’re sharing content through email marketing, so if you have a database don’t forget to have a look at the reports that many of these platforms give you such as MailChimp or dotmailer. For each campaign you send, have a look at your open rates, how many people are not only opening your email but clicking through to your links as well.

So, is your content within that email effective enough to get people to click off onto your website or perhaps read the full article? And also, how many people are unsubscribing as well?

Point number two, response to your content. Perhaps one of your objectives for your content marketing is to interact with your customers, engage with them online and have conversations with them, one of the great ways of actually measuring this and seeing how effective it is, is social interaction.

If you’re sharing your webpages on social media or you’re sharing your blog across your company social media pages as well, looking at how people are interacting with that is a really good tool to see how effective it is. So for example, look at how many people are commenting on it, are they tagging in their friends and family that they think might like that post as well? Are people liking it? Are people sharing it? And are you getting more followers?

So the third point is leads. So this may be if your creating content in order to get some information from your customer, usually an email address. This may be if you’re only providing half a blog post and then asking them to sign-up to view the rest, or if you encourage them to download a PDF brochure, but enter their email address in order to do so. And there are a few ways that you can measure this.

Email sign-ups, see how big your email database is. See how much it grows month by month and where those emails are coming from. This may be through your brochure downloads. So see how many downloads per month you’re getting on these brochures. Perhaps if there’s one that’s performing better and is more effective, you can promote that more.

And then also contact form. If you have a contact form on your website, see how many people are using it, or how many people are visiting that page compared to how many people are actually submitting something through that contact form.

And point four is purchases and sales. So this is more of your creating content for further down your customer funnel. That piece of content that’s going to encourage someone to buy that product or perhaps to contact you about a service that you offer. So you can look at how many purchases and sales you’re actually getting out of that content, how many people viewed that content and then went on to purchase something on your online shop or perhaps phone you to get in touch about your service.

And don’t forget as well, to listen to feedback as that can really help you to see how effective your content marketing is being. What are your actual customers? What are the people who are reading your content saying about it? Are you getting some feedback to…perhaps to expand some points in a blog or perhaps approach another topic? Make sure that you listen really carefully to those.

And also have a look about what other people are doing as well. What are your competitors doing? What are people in the industry doing because you can get some really good ideas for some more effective content marketing that way. So I hope that’s helped. Thank you.