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How to Measure a Content Marketing Program

Posted on 26th September, by Tom Williams in Content Marketing. No Comments

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How to Measure a Content Marketing Program

Many marketers don’t measure their results. Much of this is because many creative marketers have an aversion to numbers and data.

There are many challenges of measuring content marketing

  • Multi channel – content can flow freely from one channel to the next
  • Unlimited metrics – with digital we can choose from an umlimited nunber of metrics
  • Volume of data – the sheer volume of data is overwhelming
  • Frequency of data update / measurement – with some tools you can measure data in REAL time
  • Lacking of measurement fundamentals – measurement is largely not taught in schools

To run successful digital marketing campaigns, you need to measure both your inputs and outputs. Here are six measurement metrics you should consider.

Consumption: page views, downloads, social chatter… These are the starting point for companies but unfortunately it’s also the end point for many.

Sharing: likes, tweets, pins, +1′s email forwarding, inbound links

Lead generation: form completions, email subscriptions, blog subscriptions, blog comments, document downloads

Sales: Online sales, Offline sales. Some software can track the customer path to help you assign a dollar value to offline purchases

Thought leadership: Content performance over time, inbound links from other thought leaders, media requests for your insights, do you get requests to your content?

Loyalty: repeat customers, repeat readers, subscribers to newsletters and blogs

What you decide to measure will ultimately depend on your customer and the campaigns that you are running, but you should always consider these six metrics for any campaign.

Special thanks to Jon Wuebben at Content Launch for providing much of this great content at Content Marketing World 2013.

Related posts:

  2. Cut the Bull: Blog with a Purpose | Blogging from Content Marketing World
  3. What the Five(ish) | LIVE from Content Marketing World!
  4. Models of Content Marketing | Content Marketing World 2013

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