How do you measure content marketing and validate that your work is bringing in the big bucks?
We all want more bang for our content buck, but unfortunately we’re not mind readers (sigh). Making your life as a marketer that little bit harder. You need to be able to tell what content is driving ROI. So how do you measure content marketing?
To improve your content and the channels you’re using to publish your content on, focus on these three key things:
- Event Tracking
1: Event Tracking
If you are not tracking your content assets and your business objectives via website goals then you can’t measure its performance and define its ROI.
Are you using event tracking on your website or app? No? Then you’re missing a massive trick! We have a handy guide on Events for you, using a chicken analogy.
What is Event Tracking?
Event tracking, according to Conversioner is:
“A method that is available in Google Analytics. It lets you record user interactions with various web elements like a menu system driven by Flash. You can do this by attaching a piece of code to an element in the website. When you do so, all activity on that element will be displayed and calculated as Events in the interface for the Analytics report”
As event tracking can track all your users interactions, from a content perspective that would be things like:
- video plays
- flicking through gallery images
- downloading ungated content
- sharing on social media
- or scroll reach (i.e reading your long form content)
How to set up event tracking?
For a more detailed description, check out the Event Tracking page on the Google Analytics developers page here: Event Tracking
When you have set up the tracking you will find all this lovely information in Behaviour/Events>Overview
One of the best things about having Event Tracking set up is that some of them will be goals for you, BUT, you can not create an Event Goal until you have the Event data inside your GA account. So you really, really need to have this set up. Those PDF downloads, video plays, and scrolling down the pages will not track themselves.
As we are on the topic of goals, split them into Macro Conversions eg the big hitting goals such as making a purchase or a lead from downloading content via a web form, and Micro Conversions eg the smaller interactions that lead up to the big goals such as reading your blog, watching a video, interacting with your live chat etc. we have written about this topic What Marketing Metrics Matter.
2: Advanced Segments in Google Analytics
If you have created events and goals you can find out how well your content marketing is impacting your bottom line. To really see the impact of your content, get familiar and start building Advanced Segments in Google Analytics.
- Does downloading un-gated content (eg PDF downloads) trigger goal completions?
- Do customers spend more money with you if they watch a video?
- If visitors read the blog, are they more engaged and more likely to return to your site?
- Do more women or men flick through my images? Etc etc
How do you make data insightful? Context!
How do you get context? By comparing your data sets over at least 2 of these time comparisons
So instead of saying 10 people downloaded content this month you could say 10 people downloaded content this month, compared to 8 people last month and 4 people from the same period last year. Those that downloaded the content completed x goals with a value of y.
3: Testing (testing and more testing!)
With solid data to measure progress, you should have an always test mindset.
You can test anything!
Words – little things can make a big difference. Do people convert more when you used the words “kids” or “children”.
Images – what style and placement of images work best for your customers and prospects?
There really are a million things you could test, but how do you work where you should test and in what order? Use Chris Goward’s PIE framework!
Potential: How much improvement can be made on the pages?
Importance: How valuable is the traffic to these pages and do they cost you a lot of money to get there?
Ease: How complicated will the test be to implement form both a technical and political viewpoint?
When you have your order, form a clear hypothesis to test. Your hypothesis should be measurable, have a goal of solving a conversion issues, and you are looking to gain some insights on how to improve moving forward.
Does changing the call to action from “Watch the video” to “See the solution” get more people to view your content? Does adding images to your blog engage users? Never stop testing folks!
Now it’s your turn!
What techniques are you going to use from this post first?
Will you set up event tracking to track your users interactions with your website?
Or are you ready to dive right into advanced segments?
Whatever technique you choose, there are a few free tools we’ve created to help you along the way here.