Measuring the success of a content marketing strategy

How can you measure the success of a content marketing strategy?

Bear in mind the financial goal of a content marketing strategy is to sell goods and services.

However unless your website is an eCommerce site that directly sells goods (or services) your website is where the sale starts, not where the sales completes.

But bearing in mind there is a need to make sales, you want to measure content marketing outputs (or results) that move people towards a sale.

A brief list of those outputs are:

  • Visitors: The number of visitors who arrive on your website, especially via organic search traffic (as those are the highest quality visitors).
  • Engagement: The number of shares and comments your blog posts receive, assuming they’re real customer and prospect engagement and not spam comments (which occur more than any of us like).
  • Website conversions: I distinguish website conversions from sales conversion because for most small businesses the website conversion generates a lead, not a sale. Very few of us buy consulting services, or roofing services, or auto repair services, etc directly while browsing a website. What we do is make an initial contact.

Visitors and website conversions are easy to measure with Google Analytics provided you’ve setup conversion goals properly.

Measuring website engagement is less straight forward and right now is probably best done with a social media updating tool such as buffer. You promote your posts via buffer (or hootsuite or something else – I personally find buffer easy to use) and it tracks social media activity. I know of no tool (yet) that easily reports of blog post engagement on your website. If you know of a good tool for that, please let me know what it is.

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