How Are Content Marketing Campaigns Measured?
How do you measure a content marketing campaign? Isn’t it difficult to say whether one has succeeded or failed?
The short answer is yes. Measuring the success of content marketing campaigns can be very difficult.
When companies decide to embrace content marketing – the idea of providing value to their customers via marketing – a lot of questions start to arise. How does giving away value translate into sales or any kind of marketing success?
Here at FeedbackWrench, there are a few metrics that we measure that should help you to understand whether your content marketing campaigns are working.
However, keep in mind that the most important part of measuring any campaign is knowing what your goal is. By doing this, you’ll be able to make content marketing campaign measurement easy.
The 3 Goals of Content Marketing Campaigns
In any content marketing campaign, it’s important that one of three goals exist. Once you’ve determined which goal you’re pursuing, it becomes much easier to decide on the content you should produce and how it should be measured.
In an awareness campaign, the goal is to drive traffic. The most ideal kind of traffic is targeted traffic because targeted audiences are the most likely to convert into customers down the road.
There are several kinds of content that can exist to drive traffic:
- Clickable Blog Posts
- Video Content
- Appealing Photography
- Engaging Infographics
- Anything Else that Drives in New Visitors
With content that exists to drive traffic, it would seem logical to measure success by a view count. However, measuring views, while a great place to start, may only lead to frustration if taken out of context. Try improving upon your research by tracking:
- Social Media Post Reach
- Time Spent on Page
- Click Through Rate
- Keyword Rank in SERPs
By looking at each of these metrics, you’ll discover where your traffic is coming from and how you can get more of it. You’ll be aware of the kind of content that engages audiences and how long people stay with reading, viewing, etc.
Once you have a large enough audience that’s aware of your content and, ideally, what you’re doing, then it’s time to drive them towards considering your products and services.
Measuring consideration is a little more complicated than measuring awareness, but it’s well worth the effort.
The goal of consideration campaigns is exactly what you might think of it as. You want customers to take your offerings into consideration so that they move one step closer towards making a purchasing decision.
To measure consideration, there are a few metrics you’ll want to review:
- Specific Pages Viewed
- Keywords that are Converting
- Time Spent on Page
- Additional Clicks on Website
- Forms Being Filling Out
We recommend measuring these metrics because the information they provide will help you to determine how far along a buyer is in their decision-making process. If they’re spending all of their time reading blog posts, they might still be in the “awareness” stage. However, if they’re looking at pages that relate to your product and service offerings, then it may be safe to assume that they’ve reached the consideration stage.
At this point in the process, you can also learn a lot about a customer’s intent by taking a look into the keywords they used to find your website. If they searched specifically for your company name or for a product/service you offer, then they’re likely aware of the kind of product they need to buy and are close to ready to buy it.
It’s also important to take note of the forms that customers fill out at this stage in the process. If they’re serious enough to reach the consideration stage, then they’re likely to trade you their contact information for e-books, learning resources, and other valuable content.
In the decision-making stage, customers tend to be well educated about their options and about the exact product/service offerings they’re after. It’s likely that they’ve narrowed down their options to just a couple and are close to making a purchase.
Of course, tracking the decision-making stage is fairly simple. To do so, the only things that must be tracked are form submissions, phone calls, e-mails, and of course, purchases.
By keeping track of each of these metrics, you’ll find that it’s simple to keep track of the leads and new customers that come in through your website.
The difficult part about this is that most campaigns that go after decision-making will fail without the support of awareness and consideration-based campaigns. Be sure to make use of all three so that your campaign works as effectively as possible.