Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Online Marketing : Action Over Reaction

6 keys to evaluating your content marketing efforts

January 2013 By Rob Yoegel
2
Get the Flash Player to see this rotator.
 

Every marketing program needs to be measured to uncover whether it's resonating with the right audience. From direct mail and direct response television (DRTV), to online display advertising and social media, it's become commonplace to say, "If you can't measure it, you shouldn't do it." The same holds true in content marketing.

It's not just about keeping score—putting together spreadsheets or dashboards with charts that show more website traffic or a lower bounce rate won't cut it. You need to take what you learn and integrate the results into a long-term game plan that helps drive engagement, business and virality.

3 Metrics That Matter
Author, speaker and content strategist Jay Baer does an incredible job describing four key metrics that every content marketer should measure. Baer focuses on analyzing content consumption, sharing, leads and sales.

What Baer suggests can be broken down further to metrics that drive "actions," rather than "reactions." Why is this important? Because the time you spend evaluating the performance of your content marketing efforts should provide the insights you need to identify and fix whatever is under-performing, as well as help make your successes even better.

Our team has taken Baer's suggestions and drives actions with the help of Google Analytics Conversion Goals. Here's an overview of three metrics we pay close attention to:

1. Goal completions by content type. (i.e., e-books, webinars, case studies, etc.). The content we create takes time and energy to produce. Looking at how well content pieces perform by type and title allows us to adjust where we focus our attention based on what visitors actually want to consume, rather than what we think they want.

2. Visits and goal completions by traffic source. Although we don't require registration for visitors to access everything we create, each asset that is "gated" gets its own landing page. We use some basic URL tracking parameters to source traffic from tens of thousands of visitors, which helps us understand where to spend more time and money to promote our content.

 
2

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: