Content marketing is a marketing strategy that recognizes and accepts that most consumers can now tune out the “noise” of marketing messages they are bombarded with daily. It’s a strategy that entails creating and curating original, relevant content that your customers find helpful and valuable.
In other words, content marketing strategy is the art of communicating with potential customers without selling to them directly. Instead of simply selling your services and products, you provide prospective customers with information that can teach them something. If done correctly, you’ll be marketing without interfering with your customers’ lives, and you’ll be rewarded with their business, support, and loyalty in the end.
Important Role Of Content Marketing In The Current Digital Age
Content marketing strategy is used for attracting and cultivating a specific target audience with the ultimate goal of achieving genuine customer engagement. You should use content marketing to change and improve your customers’ attitudes toward your company in a positive way. You will gain your customers’ trust and loyalty by consistently providing them with helpful information.
It is essential because:
- It emphasizes the importance of owning rather than borrowing media.
- It aids in the development of your social media strategy.
- It helps your SEO ranking and results because search engines reward businesses that publish unique, quality content.
- It is a successful public relations strategy. Instead of just promoting your business, it can address issues that matter to your readers.
- It creates content that attracts inbound traffic and generates leads making it one of the Best SEO strategies.
How To Measure Content Performance?
Content marketing strategy is a long-term strategy to use. Typically, you won’t see a positive return on your content investment (ROI) for several months after it’s been published. Because of this long gestation period, it’s critical to keep track of content performance.
The best way to see if your content campaigns meet your brand’s Key Performance Indicators is to use simple, relevant content marketing metrics (KPIs). It’s also easier to see what content resonates or flounders with your users if you start measuring performance early.
Key Metrics to Measure Content Marketing Performance
To ensure that your content marketing campaign is deemed a success, keep track of the following key metrics:
- Shares On Social Media
Because social media is quickly becoming one of the most popular platforms for online communication, it should come as no surprise that keeping track of your social shares is crucial.
The vast majority of social media platforms have built-in analytics systems that will provide you with the necessary data, while others may require the use of third-party tools.
- Web Traffic
You need to know more about this traffic if you want a website to have a consistent influx of visitors. What is your primary traffic source? Is there anything that could be improved in terms of content marketing? Knowing where your traffic comes from and what types of content generate the most views can help you make changes if necessary.
Again, there are various tools available to assist you in viewing your traffic and its sources. Google Analytics may be the best option for most of you because it consistently provides the most accurate data on traffic sources, user behavior, and acquisitions.
- CTR (Click-Through-Rate)
Website clicks use the “Search Analytics” feature in Google Search Console. Although the CTR monitoring process may vary depending on the nature of your blog or website, the traditional way to track the correlation between impressions and actual website clicks is to use the “Search Analytics” feature in Google Search Console.
However, keep in mind that writing appealing meta titles and descriptions are critical to grasp the searcher’s attention. To do so, go to Search Console Dashboard > Search Analytics, check the boxes for Clicks, Impressions, and CTR, and then filter the results by Pages. Then scroll down until you see the table sorted by the most popular pages.
If you’re paying for PPC marketing campaigns, click-through rate (CTR) is one of the most important factors Google considers when determining a quality score. As a result, if people aren’t responding to your ad, it’s worth checking your ad settings, placements, and targeting.
- Post Engagement (Comments)
You can use genuine comments to craft content that is relevant to your audience’s needs, in addition to removing any spammy comments. If someone responds to your post with a comment, they likely found it useful. As a result, it’s a good idea to watch your comments and figure out why they’re being made.
Backlinks are more important than ever before, regardless of what you’ve been told. Strong backlinks will still serve you well from an Search Engine Optimization standpoint, even though the practice of how backlinks are obtained and validated has changed.
As a result, you should investigate what types of websites are linking to you and how you can ensure that your content is worthy of future citations. Google will display a list of linking domains and the locations of those links on your site.
Learning how to measure content marketing efforts will help you set more specific goals and gain actionable insights into achieving them.
When it comes to audience growth, engagement, and conversions, there are a lot of KPIs to consider, but they’re all easy to track in Google Analytics. Once you get started, you’ll discover a whole new way to improve your content and business.