Content Marketing Metrics and Analytics Model [Infographic]
Jay Baer, co-author of “The NOW Revolution: 7 Shifts to Make Your Company Faster, Smarter and More Social”, says that there are 4 key content marketing metrics every content marketer needs to measure:
Consumption metrics,
Sharing metrics,
Lead metrics, and
Sales metrics.
He says that most marketers overvalue the first two and undervalue to the last two. But if you focus your content marketing metrics on behaviour (becoming a lead or becoming a customer), you’ll be measuring what’s most important.
This is not to say that thousands of Facebook likes and shares are meaningless. If those likes and shares end up driving people to your site where they become leads and customers, then those stats are very meaningful. BUT! Measuring likes and shares alone will give you an incomplete and inaccurate picture. If you want a really accurate picture, read how Marcus Sheridan, the Sales Lion, measures the ROI of his blog.
The challenging part about content marketing is that it takes time. Yes, it does. People are always trying to sell you on how quickly they wrote X or created Y… but a general rule of thumb is that, if you see the marketing message “In record time” or “Faster than you think”, chances are good a copywriter wrote that to convince you. (Says the copywriter.) Great content creation, promotion and marketing takes time. It’s a long game.
In some cases it can take a minimum of six months for a campaign to produce enough data to even analyse whether or not it’s working. That doesn’t mean you put your head down for six months and cross your fingers, but often you have to be willing to invest a lot of time and energy long before you know if it’s even working.
First, you need to determine upfront what your Key Performance Indicators (KPIs) will be, how they’re aligned with your business goals, and how you plan on tracking and growing them. Use these as a starting point to measure incremental success so even when you’re just getting started, you can assess whether or not your content marketing is headed in the right direction.
I love this infographic from Curata that breaks down the metrics you could be tracking by each stage of the buying cycle:
If you have found this infographic useful, do share it with your colleagues and friends.
Curated From:
www.Curata.com
https://www.tolulopeadeyemi.com/marketing/email-marketing/content-marketing-metrics-analytics-model/