How to Measure Performance to Improve Your Content Marketing

If you are struggling to generate an effective content marketing plan, one that uses measurement and analytics to drive optimization and conversion, you are not alone.

As organizations toy with various models to create and distribute content effectively, two questions commonly arise:

> How do we know which type of content is the right content for our audience?

> How can we determine the success of this content?

If you are struggling to generate an effective content marketing plan, one that uses measurement and analytics to drive optimization and conversion, you are not alone.

Why measurement?

Measuring the performance of content helps maximize sales leads, conversions, and return on investment. Integrating measurement into your content marketing strategy seems like an easy win. After all, measurement allows you to:

  • Understand how individual assets are performing
  • Learn which pieces of content naturally relate to one another
  • Test and validate where content should be placed in the buyer’s journey
  • Determine which metrics gauge the most accurate performance of content
  • Understand all possible paths to ROI/conversion to inform future content marketing plans

While knowing the benefits of a measurement plan is important, the power of optimization is realized in its approach.

Two-pronged measurement

To effectively create and deliver content, you need to design a plan that generates visibility into how content types perform within specific segments, channels, and positions in the buyer’s journey. We have chosen to break this plan into two parts.

First, determine the most relevant metrics for each piece of content, establish benchmarks/goals, and continuously measure performance against these marks — this allows you to understand the impact of each asset (as shown in “a”).

You also should look at your aggregate assets in each phase of the buyer’s journey (as shown in “b”). This data helps identify a return on your efforts by journey phase.

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Source: Content Marketing Institute

content marketing, content marketing plan, content strategy, performance measurement, Uncategorized

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