Great Resources: How to Improve Brand Awareness
·How People Discover New Brands – MarketingProfs
Content Marketing Analytics that Matter: SEO
Here’s something fun that happens when you improve your brand awareness despite it being one of the challenging content metrics to achieve: you get free, inbound traffic, leads and sales. You do a lot of work upfront to make it happen, but suddenly it feels completely effortless… and free.
And you know what else brings great results like that?
A long-term, high-quality SEO strategy.
Here’s the beauty of content marketing: Yes, it takes a lot of work, dedication, and persistence until you see results. And there will be times when you’ll want to give up because it’s hard and you haven’t seen results yet. You’ll question your decision to commit to this and feel really, really frustrated.
But the beauty is that if you stick to it, not only will you build relationships with targeted potential customers, who’ll become raving fans that buy your products, but… you’ll also get free traffic through organic search results, which will significantly cut down your cost of lead and customer acquisition.
The more you stick with content marketing, the more chances you have to weave in keywords that will help you pop up in search engines. The more you build relationships with your audience, the longer they’ll stay on your site, the more pages they’ll check out on each visit, and the more sharing they’ll do on social media. That will signify to search engines that not only have you mastered SEO, but you’re also providing massive value, that’s worthy of high search engine ranking.
Stick with content marketing, prioritize SEO and provide value, and you’ll eventually see an increase in inbound traffic from search engines.
Pay Attention to These Content Marketing Analytics to Stay on Top of Your SEO
Every company that prioritizes content marketing cares about improving its bottom line by getting more and better leads and customers. Significantly reducing the cost of lead and customer acquisition over time is critical to a successful content marketing strategy.
That means you need to pay attention to the number of visitors coming to you organically – meaning, without any direct help from you. They simply type something in a search engine, your website shows up, and they click through.
It’s important to notice what kind of phrases get people to your site. Preferably, they’re searching for more than your name, like actual phrases related to your industry.
As mentioned, we also recommend paying attention to how long people who come through search engines stay on your site, and how many pages they view per visit on average. If they only stop by for a few seconds, it means they’re not the right visitors for you, and something needs to change – both because they won’t convert into leads and customers, and because if this keeps happening, Google will pay attention. If Google sees people leaving your site so fast on a regular basis, it might get the wrong idea that your site doesn’t provide enough value, which could hurt your search ranking.
In addition, pay attention to return visits and conversions from visitors who come through search engines. Remember, the most important content marketing metrics are those that focus on driving real business results.
Great Resources: How to Improve SEO
·KPIs (Key Performance Indicators) for SEO: Measuring SEO Success – Search Engine Land
Content Marketing Analytics that Matter: Sales
And so we come toward the end with the most important content metric for those in decision-making positions: the bottom line.
To emphasize a previous point, content marketing takes a lot of work, and therefore a lot of resources, such as time, money and creativity. Most companies that prioritize content marketing do that with the intention of seeing a big return on investment in terms of revenue.
Not all of that revenue will be generated right away. If you run a series of webinars with the intention to pitch a product or a service on the last one, chances are you’ll see some sales in the near future. But the majority of content marketing success takes longer than that.
It requires consistently building and nurturing relationships with your target audience, so that over time, they trust you and like you, buy from you and advocate for you.
Understand that it takes time, but track your journey, so you can make changes as you go.
Pay Attention to These Content Marketing Analytics to Stay on Top of Your Content-Driven Sales
To make sure your content marketing efforts are generating sales, you can start by simply tracking who comes to your company through your website, guest posts, webinars, etc – and buys a product. You can ask customers how they found you, or track your landing pages.
Another way is to cross-reference names from your email list.
But while you’re at it, pay attention to these leads on your email list – and those that fill out forms requesting for more information on your products. If your company initiates sales calls to these leads, track how many of these deals get closed. Then, track how much it cost you to get these leads and deals.
Compare all that to other methods you use to get sales, in order to see what works best for you and what you still need to optimize.
Great Resources: How to Improve Content-Driven Sales
·13 Ways to Increase Your Conversion Rate Right Now – ConversionXL
·18 Ways for Increasing Your Sales Funnel Conversion Rate – OptinMonster
·4 Quick Conversion Rate Tips that Increased Online Sales by $500,000 – Search Engine Journal
Which Content Marketing Analytics Should I Prioritize First?
Looking at this list of content marketing metrics, it’s easy to get overwhelmed. Most companies don’t have the necessary team and budget to pull everything off at once, and even if they do, their content marketing program might not be ready for it.
The best thing to do in this case?
Choose one or two metrics, set goals, work solely on them. Remember to set deadlines to evaluate how you’re doing and decide what to do next.
But how do you choose which metrics to prioritize first?
Understand your #1 goal for your content marketing program in the next year. Do you want to increase online sales, or do you prefer to get leads that you can pass to your sales team? Maybe you’re just starting out and want as many people as possible to know your name, so you can start getting press mentions and establish yourself as an authority in your field?
Whatever your #1 goal is, consider where you are right now with your program, and brainstorm the steps it would take to get to where you want to get.
Start with the first step. For example:
- If you’re unknown in your industry, work on increasing brand awareness and traffic.
- If you already created a lot of content for your site, but it’s not getting you results, consider improving your engagement, SEO or lead generation.
- If you’re regularly generating leads, consider spending the next year improving conversions into sales.
No matter where you are on your content marketing journey, dare to take risks. But track your progress, so you can analyze, improve as you go, and reach your content marketing goals.
It’s time to commit. Set a content marketing goal for the next year, and tell us in the comments which one or two content metrics you’ll be prioritizing. We’ll be cheering you on!