According to some estimates, more than 700,000 hours of video are uploaded to YouTube and upwards of 200 million blog posts go live online every day. How does a brand compete with so much digital noise? For most, the answers lie in measuring key metrics.
The problem with conventional content marketing analytics is that there are now thousands of tools, companies and consultants devoted to measuring the success of content marketing strategies and campaigns down to the minutest detail.
Of course, it’s important to track certain metrics, but if the sheer volume of analytics in content marketing has you feeling overwhelmed, then here are a few simple yet effective ways to measure your campaigns.
- Purchasing behaviour
Increased sales are usually a good indication that your content marketing strategy is working. Conversely, a significant dip in sales could mean that you’re missing the mark. You can easily track buying behaviour by linking calls to action with specific products or services, and then monitoring those links with Google Analytics.
- Market position
You need to know where your content ranks against similar content created by your competitors. Counting followers and subscribers is a good place to start, but you will also want to find out how often your content is shared, how many comments it generates, how it ranks in search, and how these numbers compare to those of your competitors. If your content falls short, then it could be time for a fresh look at your marketing strategy.
- Emotional response
Shared posts and backlinks are valuable, but only if the sentiment attached to them is positive. When tracking these metrics, it’s important to go beyond the numbers. Measure positive mentions on social media and in blog comments, product reviews and emails to find out how customers feel about your brand and ways to help improve your connection to your audience.
- Brand awareness
Measuring awareness is especially important on social media, where algorithm changes mean fewer and fewer followers ever see your content. Simple surveys, polls and questionnaires can help you gauge brand awareness and show what kinds of content your audience finds most memorable.
Numbers are important in tracking content marketing campaigns, but there’s more to analytics than charts and graphs. By taking a closer look at some of these alternative measurements, you can help grow your business significantly.