How Does One Measure Content Marketing?
The proper content tactics can be effective in moving people through the conversion funnel. This is because it supports consideration, converts people into customers and leads, builds awareness and converts brand and product advocates.
1. Awareness exposes new people to a product, service or brand.
Measuring awareness success can happen by having a higher ranking through search engine result pages, steadying increases in first time visitors to websites and considering social metrics such as followers, plus ones, likes and up votes.
Awareness is important for a variety of reasons. 93 percent of experiences online begin with a search engine. 75 percent of searchers do not even move past the first page of the search results. Great content can increase the total number of keywords on which a website can rank.
Social media is a wonderful content distributor. 15,100,000 of online consumers say that they research through social media before they make a purchase.
68 percent of customers go to social networking websites to read product reviews. You should associate your brand with trending topics using hash tags.
Listen to the Latest Episodes Right Now.
The outcomes of using this can be social followers, web site traffic and better search engine rankings. How exactly can you generate awareness? Some content tactics include news articles, blog posts, social media content and press releases.
2. Consideration inspires customer prospects to download, comment, read, share and generally engage.
You can measure the success of consideration with social metrics, longer visit duration, lower bounce rate and an increase in total page views.
Consideration is important because search engines rank the content based upon its relevance. This includes: amount an age of the relevant, original content, websites with at least 300 indexed pages, this increases traffic by 236 percent, social chatter about the website, time spent on the website per user and websites with 400 – 1000 indexed pages because those receive at least 600 percent more leads.
61 percent of customers feel better about companies that deliver custom content that they can trust. 65 percent of the users of social media learn about products and services.
The outcomes of this include favorable comparisons, social recommendations, informed decision making, lower bounce rates and brand trust. The following are ways to drive consideration and utilize content tactics: long tail news articles and blog posts, FAQ’s, newsletters, category level website content and white papers.
3. Conversion of when a customer fills out a contact form or makes a purchase.
You can measure conversion success in these ways: tracking content sources that contribute to the conversion funnel, social metrics such as tracking social media referrals from Twitter, Facebook and Pinterest. Also, the increased conversion rate that is measured by leads or sales and measuring the subscriber versus the non subscriber behavior.