How to Assess the Performance of a Content Marketing Initiative

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How to Assess the Performance of a Content Marketing Initiative

It is ideal for a business to be interested in the achievement of its every investment made. Also, It is sensible that a business seek to know the degree of the achievement in any of its investment decision.

Then, as a rational investor in content marketing, it is logical- from the above- to probe the return of an investment in any content marketing campaign.

Reading through this write-up, it will reveal the basic yet simple procedure on how to know if a content marketing for promoting a business website is successful or otherwise.

Now, how is the success assessed

But wait, lest this article dive in the discussion proper without appropriate definition of what constitute the parameters of success in content marketing.

It will be good to keep in mind that every goal of a content marketing is driven by the organization's objectives. While some organizations strive to maximize their profit, some may be concerned with increase market share, and another may consider market dominance and so on. The goal of the content marketing that emanate from these objectives may include lead generation, brand awareness, lead nurturing, engagement, sales, and customer retention and loyalty among others. A bottom line is that the success of a content marketing depends on the motives of the organization and the corresponding goal of launching the initiatives.

Now, how is the success assessed and to what extent is the outcome achieved in a content marketing effort?. These are the questions to ask, to see how the business is faring in terms of its efficiency in digital marketing.

It is interesting to know that

First, it is imperative to understand that success of a content marketing is fundamentally premised on traffic or the influx of visitors to a website. In other words, whether a content marketing project is successful can be viewed through the traffic generated to a website. So, analyzing traffic is an approach to measuring the performance of a content marketing campaign. Traffic to web pages could be via a number of channels including social media, organic search, direct, email, referral, or paid campaigns. Analysis of traffic from each of these channels will give insight into the performance of a content marketing and, hence, the realization of its goals.

A practical way of demonstrating the analysis of traffic is through the use of tools; several of which are available on the internet for public consumption. The Analytical Tools offer access to variables that help to track content marketing performance of a website. There is Google Analytics, Buzzsumo, Mashshare, MailChimp, and Ahrefs among prominent examples of analytical tools. All a business needs to do is subscribe to a preferred product of analytical tool for an account.

It is interesting to know that during the signing up for an analytical tool of choice, a tracking code is usually generated. The code is to be enmeshed- manually- in the Text Editor of a business website. Such a code offers a link for seamless communication between the site and the analytics page. For other traffic sources such as email, the link created is properly labelled and tagged for the analytics to effect its action on the traffic from those channels. This implies that any activity observed on the landing web page is promptly reported on analytic page for record and subsequent analysis. In the rigorous dissection of each channel using an analytical tool, the focus would be on aspects of acquisition, behavior, and conversion of traffic from each channel.

Having obtained the quantitative data, the

On the analytical tool page, proper diagnosis of a channel, therefore, will show the part of the contents of the website in which particular traffic is engaged. Each of these part represents a metric of meeting a specific goal. There are consumption, email, social, sales, cost, creation, and site metrics. Even though the variables displayed are qualitative, they are automatically convertible to numerical values by the analytical tools. They are grouped as per the goal of a content marketing and are estimated as percentages. For instance, consumption metrics such as page views, video views, and average time on page, are taken into consideration when assessing brand awareness of a traffic channel.

The procedure to access the details of each channel on the Google Analytics, for example, is very straightforward. From the left pane, Acquisition tab is selected; and, on the new pane, the overview of all the channels is displayed on the click of the Overview tab. One is required to delve further into any individual channel by pressing on it. At this point there is complete information about the channel for onward analysis. To effect the analysis, the data are either exported or copied onto a new worksheet of Microsoft Excel for better view.

Having obtained the quantitative data, the next step in the determination of the workings of content marketing is to calculate the Return on Investment. This is obtained in the following systematic order:

How to Assess the Performance of a Content Marketing Initiative

1. Calculate the total cost: This is simply a product of the cost of content creator and the overhead factor; and the result is added to any additional costs in creating the contents.

2. Estimate the return on the traffic of a particular channel: The percentage of the metrics earlier obtained are multiplied together, and with the profit margin; and finally.

3. Calculate the Return on Investment: This is derived by subtracting the spending (the result of stage 1) from the return (the result of stage 2) and divide same with the spending (the result of stage 1).

A content marketing would be portrayed as being successful if Return on Investment is positive and greater than one. Therefore, the more the value of Return on Investment is greater than one, the more successful the content marketing campaign. In other words, in a lineup of traffic channels, the one with the highest figure of Return on Investment is the mostly successful among the content marketing channels.

Provided a business makes use of this procedure, there is less chance of making wrong judgement in the selection of channels to be included in the content marketing campaign. This implies that the chances of inadvertent committing resources on the "under-performing traffic channels" is unlikely. If, however, there is any need to expend on these “under-performing channels”, then, a complete overhaul of the web contents for a performance review and improvement will be appropriate.

This system saves businesses a great deal from undue wastage and provides a guide in efficient allocation of scarce resources for successful content marketing campaigns.

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