You’ve introduced a content marketing plan and been sticking to the editorial plan, publishing your blog posts and enewsletters. You’ve been directing traffic to your dedicated landing pages. You’ve been active on social media sites like Facebook and Twitter but you want to know if all of your content marketing efforts are paying off and prospects are engaging with your content.
We’ll a great advantage of publishing content online is that it can be tracked and measured and there are various free (and paid) tools that can help.
The most important piece of advice I can give is to ensure that you have Google Analytics enabled on your website. It’s free and can be added quite easily. You need to sign up to a Google account and Google provide you with a piece of code that your webmaster can add to the pages on your site (or blog).
With Google analytics added you can track visitors to specific webpages on your site, identify where those visitors have come from, how they moved through your site, any actions they took (downloaded an eBook), how long they stayed on your site, what pages are popular (or not) and the list goes on. The analysis of this information is very useful for tweaking your content marketing activities or identifying content for future development.
Google also allows you to set up alerts that can be emailed to you enabling you to track activity on key words or phrases, competitor activities, your own brand, URL or company name etc, highlighting conversations your content may have kicked off.
A tool with a similar purpose is Social Mention, this provides real time social media search results for key words or phrases important to you. Alternatively you could use Hootsuite which lets you monitor multiple social network pages from one platform.
Additional information can be found from social media sharing and bookmarking widgets such as “sharethis” or “Addthis” that you may have on your web or blog pages. Facebook, YouTube and Slideshare also offer statistics and counts and engagement feedback and don’t forget blog comments.
The truth is there are an ever increasing number of packages becoming available that let you track how your prospects and customers are engaging with your content and I’ve mentioned just a few. The key point to understand is don’t just measure for measurements sake. Determine the purpose of your content up front and use the appropriate platforms/packages to measure the interaction relevant to your goals and objectives. Remember that your visitors will be at differing stages within the buying cycle and you will need to consider different metrics for each of those stages.
At Rame Marketing we work with our clients on content driven strategies to help them to grow their business. If you’d like more information on how content marketing can help your business, read my FREE ebook: Content Marketing Fundamentals
We understand marketing strategy, content marketing and technical marketing and provide a number of content marketing services including: