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How Do You Measure Content Marketing?

HOW DO YOU MEASURE CONTENT MARKETING? Content tactics can effectively move people through a conversion funnel by building awareness, supporting consideration and converting people into leads and customers, as well as product and brand advocates. 1. AWARENESS MEASURING AWARENESS SUCCESS: 1. Higher ranking in search engine results pages 2. Steady increase in website's "first time visitors" 3. Social metrics - such as likes, followers, +1s, upvotes, etc. Exposing new people to a brand, product or service Why is Awareness Important? A OF ONLINE EXPERIENCES 93% begin with a Search Engine 75% OF SEARCHERS do not move past the first page of results Quality content can increase the number of keywords for which a site can rank 1 Social Media is an excellent content distributor 15,100,000 3. go to social networking sites to read product reviews. 68% online consumers say they research via social media before making a purchase Associate your brand #trendingtopic of consumers Outcomes: Web site traffic Social followers Improved search engine rankings HOW TO GENERATE AWARENESS? CONTENT TACTICS INCLUDE BLOG POSTS NEWS ARTICLES PRESS RELEASES SOCIAL MEDIA CONTENT Search Engines Measuring consideration success: 2. CONSIDERATION 1. Increased total page views 2. Longer visit duration Inspiring potential customers to engage3B read, download, comment, share etc. 3. Lower bounce rate 4. Social metrics Such as video views, content shares, positive comments / interactions Why is consideration important? Search engines rank content based on relevance Trust Social Media 4. 1. Time spent on site per user 2. Amount and age of pertinent, original content 61% 65% of consumers feel better of social media users learn 3. Social chatter about site about products and services about a company that delivers custom content 4. Sites with 300+ indexed pages, traffic is increased by 236% 5. Sites with 400-1000 indexed pages received 600% more leads Outcomes: Informed decision making Favorable comparisons Lower bounce rates Social recommendations Brand trust HOW TO DRIVE CONSIDERATION? CONTENT TACTICS INCLUDE "CATEGORY LEVEL" WEBPAGE CONTENT "LONG TAIL BLOG POSTS & NEWS ARTICLES NEWSLETTERS FAQS WHITE PAPERS Many factors impact consideration MEASURING CONVERSION SUCCESS: 3. CONVERSION 1. Increased conversion rate measured by sales or leads 2. Track which content sources contribute to the conversion funnel 3. Social metrics When a customer makes a purchase, or fills out a form to be contacted - Track social media referrals from (Facebook, Twitter, Pinterest, etc.) 4. Measure subscriber vs. non-subscriber behavior Why Does Content Marketing Drive Conversions? of B2C companies Search Engines supports searches for specific products/services 77% have acquired a customer Social Media through Facebook 6. Amplifies traditional word of mouth Over 8. 39% of all customers come from search of B2B companies 41% have acquired a customer Grows organically with time unlike pay per click. through Facebook Outcomes: Sales or leads Knowing which tactics deliver ROI (marketing intelligence) After conversion Quality content "refills" the funnel. After conversion, people share their experiences with others on blogs, social media and community message boards. These discussions reference content, which builds links and positively impacts search and social media awareness. Sources: L http://www.searchenginejournal.com/10-stats-to-justify-seo/36762/ 2. http //blog hubspot.com/blog/tabid/6307bid/14416/100-Awesome-Marketing-Stats-Charts-Graphs- Data aspx 3 http://www.nielsen.com/us/ervnevwswire/2011/friends-following-and-feedback-how-were-using-social-media html 4 http://www.customcontentcouncit com/news/content-marketing-XE2X80X93-powertul-local-businesses 5. http://www.nielsen com/us/en/reports/2012/state-of-the-media-the-socal-media-report-2012 html presented by Brandpoint 6. http://www.marketingcharts.com/direct/search-engines-growing-source-of-customers-for-online-merchants-21781/ 7 http://bloghubspot.com/blog/tabid/6307/bid/31550/20-Fresh-Stats-About-the-State-of-Inbound-Marketing-in-2012 aspx 8. http://bloghubspot.com/blog/tabid/6307/bid/23778/42-Tweetable-Facts- to-Squash-Marketing-Fantasies aspx

How Do You Measure Content Marketing?

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This infographic provides a deeper look into how to measure content marketing success.

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