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How to Measure Content Marketing Success


33% of content marketers feel their biggest challenge was measuring the success of content marketing.  While the quality of specific pieces of content is subjective and open to interpretation and tastes, the following measures will show you whether your content marketing is working.

Traffic

You should look at a number of traffic metrics in order to check the progress of your content marketing campaign. The number of unique visitors you receive to your site, referrals from links on third party websites if you have been guest posting, and social referrals are the most important, as these are likely to be impacted on most by content marketing, although over time you should see traffic from all sources, including organic search, increasing. Use Google Webmaster Tools, Google Analytics, or a similar platform to measure traffic.

Engagement

Traffic is only one part of the measure; what good is traffic if it is not on your site long enough to check out your content?

Again using your Analytics platform or Google Webmaster Tools account, look at how many pages on your website are viewed during the average visit, how many of your pages are ranked well in search, how long visitors spend on pages, and the bounce rate of pages on your website. If your content is not engaging enough, then you have work to do on your content, although you should remember these metrics could all be influenced by other usability measures, like your website design.

Social Impact

Social signals are more influential in search than they have ever been. You can directly measure the success of a piece of content by viewing how many social shares it has had, or how many comments have been left at the bottom of each post. A provocative piece of content is a good piece of content when it comes to content marketing.

Be realistic when looking at this measure; some businesses have been around for years and still only get a handful of social shares, so you should not expect to be in the hundreds within a month of blogging regularly.

Conversions

The bottom line matters more than anything does, but you should not look at conversions purely from a monetary perspective. Think about other things on your website, like downloadable content and subscriptions to emails, and ensure you are counting these as conversions. Remember that your aim should then be to convert a subscriber into money, so you will have two different measures of success.

If emails and downloadable content are not driving monetary conversions, look at how you can adapt this content and improve the call to action within them to ensure they are driving revenue.

Written by
Posted · Dec 05, 2013
Categories · Content Marketing.
Related Articles · How to Produce Shareable Content. How to Install WordPress Plugins. How to Turn Your Content into Link Bait. How to Build Links With Content. How to Grow Traffic Outside of Search. How to Find Guest Posting Opportunities. How to Measure Website Conversions. How to Identify a Target Audience for Your Content.


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