If you own an online business the chances are that you must have heard the word content marketing a lot by now. It must have kept popping up here and there in articles and blogs, but are any of you aware of its actual meaning?
Let’s discuss content marketing for a bit before we proceed on to how to measure the effects of content marketing. Content marketing is a blessing for all online businesses. It is the act of creating content that is aimed at a certain group of people. The main purpose of this content is to persuade these people and to make sure that their beliefs are aligned with yours. It deals with creating the content, the times at which the content is deployed and the medium through which the content is served to the readers.
Let’s assume you have added relevant content to your website, next comes the part where you judge the success of the content. Content marketing measurements may include the overall performance and visual perception of you content along with the quality of work and the daily traffic. Moreover emailing system for subscribers and social networking are also a part of business measurements. The content marketing measurements are important at every stage of the customer’s journey. The journey that starts from simple awareness which when attract customer to consider and then finally the interaction take place.
Content marketing through awareness stage is the basic force that would lead the customer to become a potential permanent client or follower. You can measure awareness through search engine ranking, rate of increase in the new visitors and most importantly the social media awareness measurements like comments, shares, tweets and likes.
In second stage of consideration the content marketing is equally important since the main ranking of website depends on the time spend by each user on a particular content.
Content marketing through consideration can be measured by determining the bounce rates, longer visit durations, and page views per day.
The third stage is the main goal of content marketing that is conversion or interaction with customer. The first two stages can depict success alone if you have more site visitors. IT mainly depends on the interaction that take place and the business that is being done. It can be measured by determining the monthly sales or deals /contracts closed and average daily order value.
A simple way to simplify the content marketing measurements is to track the topic of interests of the audience. This can be achieved by Content intelligence which identifies the topics that are overwhelmingly inspires the audience and also the one that makes the customer go away. One such example is the dashboard powered by idio provides you with the updated statistics about the number of customers engaged with a particular content.
So in sum the content marketing measurements are required in every stage through every process to keep the record for business so that one can set goal and measure the success and failure of the content.