The only metrics you need to consider while drafting content marketing strategy
Conversions is an umbrella term that encompasses multiple goals both lucrative and non-lucrative. Content marketing is mounted upon the foundation of conversions. Conversions are quantifiable goals.
Some good examples of content marketing-centric conversions can be
- White paper downloads
- Signing up for upcoming webinars
- Signing up for the newsletter
- Taking demo
- Downloading the case study
- Influencing visitors to follow the social media handles.
These are just a few conversions that I have listed out; there can be many more such conversions. Each conversion is tied to a goal and the result is analyzed by keeping tabs through analytical tools like Google Analytics. It allows the user to calibrate CRO (conversion rate optimization).
Social shares: Social shares are an awesome metric, which narrows down your analysis in quantifiable terms. The content has to be of a great deal of use to your target audience. If it meets or surpasses target audiences expectations, then there is no stopping it from getting shared or retweeted. For instance, Backlinko’s articles about link building and SEO practices are so resourceful that they have been shared thousands of times from their blog alone. Mention.com is a great resource for tracking brand mentions.
Engagement: speaking about metrics of content marketing strategy, it is impossible to miss engagements. Engagement is a crucial metric of a successful content marketing strategy. Engagements are in terms of reactions and comments, regardless of the platform. Webpage on StumbleUpon also gets likes and shares.
Engagement is an indicator of how good the campaign is going. People can express their thoughts in the comment section. Be it positive/negative. Negative experiences in the comment section are tackled strategically.
Although commenting on websites/blogs shouldn’t be left unsupervised, because comments that are found on a blog post is the indicator of how good the content is. People who are not in the habit of reading first take a glance at the comment section to determine the usefulness of the content. If the comment section is left unsupervised, then that paves the way for spamming. Spamming can result into a bad image for the website, and it can also affect poor bounce rates.
Bounce rate: Coming to the content for a blog or YouTube, bounce rate is an effective metric that will determine the success of the strategy in the long term.
Of course, everyone wants to create fruitful content for their target audience. But, contextual errors can sometimes be difficult to get rid of.
Your visitor who ended up on your landing page should in no way come looking for information that wasn’t what appeared in the title tag. The context needs to clear and concise in the title tag, or else the visitor will opt out as soon as he enters; which will result in poor bounce rate. Same goes for YouTube.
The latest trend for driving traffic to the blog post is through Instagram stories, where the followers are navigated through a series of stories depicting the context of what the content would be about, ultimately followers come to the last story where he finds swipe up, to be redirected to the blog post. This is a great strategy for driving traffic, however, one shouldn’t lose sight of the context.
This is a community blog by Kunjal Chawhan. Kunjal is a Digital Marketing Professional who helps brands with their Digital Marketing Strategies. The Inclick Community thanks Mr Chawhan for his efforts.
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