Do you know if your content marketing strategy is effective? Are you evaluating and measuring the outcome of your content instead of taking a shot aimlessly?
For content marketing strategies to be effective, it takes more than just creating amazing content. It’s also about understanding your audience, measuring the right elements, benchmarking against the competition and tweaking your content approach to get the desired results.
In today’s blog, we have outlined five ways to effectively evaluate your content marketing strategies and bring it up to the next level.
1. Use data analytics to your advantage
Ever since the prevalence of Big Data, data analytics have opened up a whole new and improved web reporting tools for more valuable insights about a business.
Data can be collected through various forms. With Google Analytics, you can check important elements such as bounce rate, click-through rate and page views per visit to better understand your audience, pinpoint their needs and figure out if your content is keeping them engaged.
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If you’re using Buffer to measure your social media efforts, it would help not to depend too much on vanity metrics such as Facebook page likes or Twitter followers. These numbers may give you the impression that your social media presence is flourishing but it won’t reflect the right data if part of your goal is increasing engagement with your customers. You might want to look at measurements such as your tweets and retweets ratio to determine if your content is shared extensively.
2. Audience Response
While content marketers can utilize audience demographics to create a picture on what your typical audience is like, asking your readers’ feedback will give a better insight on the effectiveness of your content strategies.
Asking your audience’s real sentiments with your brand, product or services is a more straightforward way to interact with them emotionally and drive up your engagement with them. Their response can pave the way for some amazing new content ideas that you might want to include on your content editorial calendar. This will also ensure that your topics are always fresh, relevant, and keeps your readers better engaged.
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3. Consistency is the key
The surest way to fail at your content marketing strategy is not having a solid plan on how to sustain it in the long-term. Oftentimes, we’ve seen brands who were very driven at the launch of their content marketing campaign but give up in the middle upon realizing it takes too much work and resources.
Search engines give more preference to pages that consistently produce fresh content and have a good history. You would be losing potential traffic if you don’t come up with, and publish new content regularly.
If you don’t know what content to produce next, you can return to your brand mission and core message and list all possible topics you can use. If time is an issue, and you find yourself not having enough time for content production, then outsource this task to freelance or contract content strategists and content writers.
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4. Competitive Analysis
One way to define your content marketing campaign for your brand is to assess your competition’s content marketing performance. The insight you can learn from them will create an overview of the type of techniques and content activities that works (or what didn’t) for your competitors within your industry and use the best techniques for your own strategies.
By performing a competitor analysis, it can help you create compelling content strategies that allows you to compete and outperform your competitors.
5. Sales Conversion
Content marketing is not about producing content for content’s sake. It should serve its ultimate purpose which is to drive more business for your company. Your content is not effective if it’s not getting traction in terms of conversion.
I’m not suggesting though that your content strategies should be one big sales pitch; it should sell without promoting aggressively. While traditional sales tactics focused more on pushing message to the audience, effective content marketing is focused on attracting targeted audience to pull them down to the sales funnel.
Insert a call-to-action (CTA) that tells your readers what you want them to do next. It doesn’t have to a blatant “Buy Me” but it can be anything from downloading your free ebook, signing up for your webinar or clicking the coupon code button.
The path from the content to the final buying process should be quick and short as much as possible. When your reader is required to log in to an app to do it, or fill in a lengthy sales forms, it’s highly likely they will abandon your page. Make it effortless for them to buy from you.
Content marketing can play an important role in boosting the sales pipeline for a company as it can potentially convert visitors into buyers. To make it more effective, you need to integrate customer insights into your content marketing strategies. Doing so will help increase audience engagement and make a breakthrough with your content marketing strategies.