It’s 2017, and marketers, let’s be honest, we know by now that content is king. That point has been driven home and it is now tucked in bed with the lights off. We know we need it, we make a plan, we write, publish, design and edit and the cycle goes on and on. But is all your toil and labor actually paying off? Or are you just building a useless content mountain littered with keywords and stock images?
How do you know your content is working?
First and foremost – Track it!
Marketing automation software – this is probably the most important (and fun) tool you as a marketer can invest in. Effective software will not only help you to develop the right keywords, keep a regular schedule and automate your social media posting, but it should provide you with all the data you have ever dreamed of and more. Social media sites like Twitter, Facebook and LinkedIn provide their own analytics, and this is great, but there is one main problem – you are unable to see how that directly correlates to your business. With software like HubSpot (read more about how we use HubSpot at Brandigo) or Act-on, you are able to see what content brought in the most leads and from where.
HubSpot has some of the most advanced tracking software and once a contact has been turned into a lead – you are able to go back and see every touchpoint that contact had with your content and your website. Let’s say your sales team closes a $500,000 deal with Flowers2GO, you can then go back and see that two months ago, Brian from Flowers2GO was browsing through his Twitter feed and clicked on your blog post about segmentation, he then viewed 5 different pages on your website, and downloaded your whitepaper about The State of Small Business Growth in 2016, needless to say your blog on segmentation was the seed that grew a $500,000 flower.
Once you are able to track your content, you should be considering these 3 things;
1. How are you developing your content?
You should be thinking about measuring your content from the very beginning.
What problems are people having and how can you develop content that addresses those problems in a way that will draw people back to your site. There are numerous tools available that allow you to see what people are searching for. Use them. Google’s trend search tool, Quora, as well as LinkedIn can give you a feel for what questions people are asking at the moment.
2. Did you just get lucky the first time?
We’ve all read tips and tricks on how to repurpose content, and for a number of reasons this is beneficial, but it can also be used as a litmus test of sorts. If you’ve published your content at an optimal publishing time, and it received 5 clicks within the first hour, but no further interactions after 1 day, try publishing at a different time to see what level of engagement it receives. If your content continues to receive clicks and shares weeks after it was published, you know you’ve used the right hashtags, keywords and subject matter.
3. Is your content seductive?
Another way you are able to gauge your content is to track the actions your blog or infographic provokes people to take. It’s great if people like your content on Facebook, comment on it in LinkedIn, and retweet it on Twitter, but truly effective content should prompt that reader to click on a CTA – this can be downloading a whitepaper, subscribing to your blog, or filling out a Contact Us form.
Brandigo is a global brand strategy agency that helps to transform businesses into market leaders. We combine strategy, creative talent and business know-how for fresh, inspirational, personalized marketing and communication campaigns for businesses already in China, or those planning to enter. As a full service marketing agency with offices in Shanghai and Boston, we can create your brand’s Chinese messaging and strategy, produce compelling content, and plan and manage total marketing campaigns.
Contact us if you want to be the next guest blogger!