Here's how you can get the full picture of your content marketing plan's results using consumption, engagement, and conversion metrics. Contented king . This refrain has been circulating in businesses and marketing offices for years, and its fundamental truth remains intact. What changes are the methods, strategies, and formats, but people are still interested in stories, information, and ideas that can either entertain them or be helpful . In short, content remains a very effective lever for companies wishing to: Increase visits Generate leads Improve visibility and positioning on search engines Increase conversions Cultivate brand awareness Improve the performance of email campaigns Address and development of brand identity . To do all of this, content obviously takes investment, time and creativity, or you risk pushing irrelevant products into circulation with little or no effectiveness. What are companies saying about it?
Is the content perceived as effective? The State of Content Marketing2019 created by Zazzle Media tells us that in 2018 companies had a fundamental problem: the lack of clarity on the results to be achieved, despite the near universal awareness of the need for content marketing. That uncertainty seemed to have been overcome in 2019, when 96% of marketers said they perceived content marketing to be effective for their brand. The point we want to address in this blog post is tangential: what are the metrics you can Image Masking Service use to determine the effectiveness of a content strategy? Content Marketing Metrics Most companies face this difficulty, wondering how they can demonstrate the ROI of their plan? So let's take a look at some metrics to consider when measuring the effectiveness of a strategy. They can be grouped into three sets , each broken down by usage channels. Consumption indicators These are the basic, purely quantitative metrics that give you an idea of how much content is being used and by how many people .
Let's just say these are the metrics you should start with because they answer the most pressing questions. Google Analytics Users : Provides the total number of unique visitors to a particular site or blog page. Pageviews : Records the total number of times a particular page is viewed. Unique Pageviews : Records pageviews generated by the same user during the same session. You can then cross-reference these metrics with other parameters: Localization : If you have a blog in Spanish, it helps you understand if the traffic is coming from Spain or South America. This fact will guide your future strategies, leading you to favor aspects for South America rather than Europe, or vice versa. Channel : to understand where your content visits are coming from and understand what to improve and integrate. Mobile : to understand if your audience uses your content more from desktop or mobile. The results will then guide certain structural aspects (the length of the content), or its layout or format. Segmentation also helps you split traffic results by content type, so you can compare blog traffic with your website traffic and get an idea of the proportions between the two to see if there is a worrying under or over-performance of the blog compared to the site. .