Tip number 1. Define the purpose of each project
It is common knowledge, so we are brief. It is impossible to assess the effectiveness of the project, not knowing its purpose. Otherwise, what measure? Depending on the objectives defined and indicators that should be tracked.
Pulitstsi identifies three main objectives of content marketing:
Increased sales - content can increase traffic to the site, the volume of leads, the percentage of conversion, etc.
Savings - content may reduce the price of lead (cost-per-lead), the cost of customer service, etc.
Customer Satisfaction - the content can help us to increase the percentage retain customers, the quality of the life cycle of the client and so on.
Tip number 2. Monitor the implementation of the goals on 3 levels
For many companies, the most effective way to evaluate the effectiveness of content marketing - tracking and combining the results of individual projects rather than whole evaluation programs. Evaluate the effectiveness of the content strategy difficult. It is much easier to break it up into fractional parts and then merge them. In this approach, the effectiveness of the content is monitored at three levels. Data is provided to employees for which this information is most relevant.
Level 1. Indicators of the creators
The people creating content, need to know what works most effectively: so they can improve the results of your labor. Conclusions can be drawn based on the available to them detailed indicators.
For example, different blog may include:
- Traffic - the number of hits and unique visitors, bounce rate, time of examination;
- Source - Sites that direct to your website, the demographic characteristics of site visitors, search keywords that lead to the site;
- Dissemination of information website - retweets, Census.
These indicators can be tracked by individual records, on topics or channels (in this case across the blog).
Level 2. Indicators of managers
The person leading a group of content creators, interest rates higher.
In the case of a blog they may include:
- The volume of leads;
- The quality of leads;
- Price per lead (cost-per-lead);
- The percentage of conversion (for subscriptions, downloads and so on.);
- The share of the market, customer awareness about the product / company, quality reviews.
Level 3. Indicators of Directors
Senior management of the company are of little interest rates managerial level and virtually no interest indicators of content creators. They need to know how content affects the final development of the company.
In the case of a blog they want to know the content is influenced by:
- Revenues;
- Costs;
- Return on investment;
- The quality of the life cycle of the client;
- And other related parameters.
Tip number 3. Evaluate major programs by indexing
SAP - an international company providing solutions in the field of business management. There are thousands of marketers, and almost all of them are engaged in the creation of content. Together with the base of comparative market analysis SAP, participation in social networks and other content it generates huge and constantly growing library of the company. Michael Brenner identifies content that the maximum positive impact on the return on investment, and implementing best practices. Brenner believes that the assessment of the effectiveness of such a scale is extremely important, but track the results of each piece of content is impractical, especially when most of it is to be reoriented. "It can hardly be said that the success of the review should always be determined by the number of subsequent registrations, because its parts can be used in e-mails, blog posts or article on the site," - he said. Instead of tracking the performance of individual pieces of content, SAP has created an index, called "return to attract". It shows the level of involvement of customers to create content of a particular category or a specific market. The index was created by a team of multi-functional senior management and operational experts, analysts, marketers and IT experts.
The overall index is calculated on 13 indicators related to the content, including:
- Attendance site;
- Bounce;
- Duration of the examination;
- The level of content delivery;
- Level commenting.
Many companies believe that the decision to purchase is accepted by the "finishing touch". Suppose the buyer watched ads on TV, I saw billboards and then contextual advertising on the Internet and purchased goods. During monitoring, marketing all of the revenue attributed to the influence of contextual advertising. This approach is simple, but has its drawbacks. In this case, the impact of television advertising is not considered, although it may be that she has awakened to the original buyer interest. You can do otherwise. Experts analyze all the way to the customer purchase, identifying types of content and interactions that are most effectively attract and convince its potential customers. Every point of contact with the customer receives his assessment based on total revenues, and you know exactly what properties and types of content provide the largest return on investment.
Tip number 4. Fill in the gaps and do not miss the opportunity
Score for assessment - a waste of time. Need to evaluate the effectiveness of content marketing is to understand what should be improved and where it is necessary to direct resources. The assessment identifies the strengths of your strategy.
If your goal - lead generation, analysis can be quite simple:
- Step 1. Determine content that attracts traffic to the site of the highest quality;
- Step 2. Select appropriate topics, formats, and styles;
- Step 3. Test, using the elements in the new content.
Analyzing options census and other indicators of LinkedIn, many companies have come to the conclusion that the professional social network has significant potential. In terms of content distribution capabilities it develops very rapidly. You may have to pay far more attention to the dissemination of information and forming links in the network.
Thus, analyzing the ways customers to purchase one of the cloud solutions SAP, Brenner's team concluded that:
- At the end of the buying cycle of consumers interested in the content associated with a particular product. The company has a large number of this type of content;
- At the beginning of the buying cycle consumers interested in how cloud-based applications to help solve their problems. However, the company has provided very little of this type of content.
To fill the gap, Brenner conducted a series of interviews with clients about the problems that have been solved with the help of products SAP. Materials he posted a series of thematic blog entries.
Tip number 5. Invest in analysis
There are free programs to assess the impact of content.
The most popular of them, Google Analytics, provides:
- What kind of content on your site more often to upload, view, and distribute;
- Sources of traffic;
- Keywords that lead to the site.
If you are familiar with Google Analytics or other modern marketing automation software, that is enough. However, if you want to keep track of the details of site visitors, or to understand how content affects their willingness to make purchases, will have to fork out. If you are afraid of this prospect, consider that companies spend thousands of dollars annually in the content, and that the analysis of the results can help improve return on investment.
We are so fond of creativity that does not trouble to learn how it affects our customers. Monitoring programs are not a luxury. They can not hold in your hand or touch it, but the data can be used for improving the quality of content.
Useful to have in the office of a man who understands the tables can analyze the data and points to the best solutions. The company's staff must be professionals involved in the assessment and analysis. These employees do not have to be a university degree in statistics - the main thing that you have had a team of competent and efficient analysts.
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