01 Apr The Macro and Micro Measurements of Content Marketing
An effective content marketing strategy is important for a brand’s overall online image and reputation. With valuable content, a brand can become a helpful source of information for individuals looking to find answers to questions they may have related to the brand’s industry.
If your marketing team does not have way to measure the success of the content marketing strategy, they will miss out on the opportunity to gather beneficial audience and customer data. Without an understanding of the outcome of the content marketing strategy, your brand will be unable to adjust its content to meet the interests of the consumer.
When setting goals for your campaign evaluation, you should be ready to look for conversions on both a smaller and larger scale – called micro and macro conversions.
To put it simply, a macro conversion is a sale, the end goal is to get someone to visit your website and purchase a product. A micro conversion can be anything that happens on the way to the purchase. These focus on building a relationship with the customer that ultimately lead to the sale (macro conversion).
Micro conversions include:
- Likes and follows on social media (Facebook, Twitter, Instagram, LinkedIn)
- Page Views
- Joining the email list
- Downloading a file or creating an online account
- Reading a web page or blog
- Clicking on a link
- Number of visitors
- Rating a product
- Singing up for a newsletter
- Viewing a video
Tools to Measure Success of the Content Marketing Strategy
Social engagement includes blog comments, likes, shares, tweens, pins, forwards, and inbound links.
- Facebook for Business – provides managers with valuable insight about their Facebook pages. Facebook Page Insights show you how you can improve the way you market and reach the people who like your page. Facebook provides metrics on how many people have liked your page, how many people saw your page and your post, how many people clicked, liked, commented on or shared your page or post.
- Instagram – You can track stats including the volume of photos shared, the number of likes and comments, and overall reach.
- Twitter – You can measure engagement and learn how to make your tweets more successful. You can also explore follower interests, locations, and demographics of your followers.
You can measure the impact of content marketing on lead generation with Google Analytics, which provides you with landing page reports and allows you to focus on leads generated to better align your metrics with the core business goals.
Lead generation can be analyzed with email subscriptions, conversion rates, form completion and downloads.
You can learn valuable information about your customers by using quizzes, surveys, email signups, and purchases.
The conversion rate is the number of visitors that come to your site and actually buy something. You can calculate it on your own by plugging in the numbers to this formula:
number of leads collected / total traffic to site x 100 = conversion rate.
You can also use an analysis program to measure your campaign’s progress in all areas. By tracking conversions from emails, you can adjust your content marketing plan so you have assurance that you are providing content that is of interest to your readers.
Brand awareness can be measured with website traffic, page views, video views, document views, downloads, social conversation, and referral links.
A page view is equal to one visitor loading one web page. If a person were to load a page 10 times in a row, Google analytics would register it as 10 page views. This is why unique page views are important for analytics because a unique page view disregards the multiple page loads.
You can set goals in Google Analytics, these are based on the number of views and visits a page receives. You can assign a monetary value to your goals and the total amount of goal completions is reported as the Goal Value. There are four types of goals:
- Destination – This is the location of a page load
- Duration – This is the amount of time a user’s session lasts.
- Pages Per Session – This is the number of pages or screens a user views during a session.
- Event – An event is an action a user takes during a session.
New and Returning Visitors
New vs Returning Visitor: This shows you the difference in behavior between a user who has never been to your site before and a user who is returning to your site.
Time to Purchase
This shows the amount of time from a user’s first visit to your site before the user actually purchased something.
This is the broad term to define the amount of “stuff” that occurs on your website including a combination of page views, visitors, etc.
eCommerce tracking allows you to correlate sales data with website traffic and usage. It is important that you know which landing pages are driving sales and which are not. This will help you better understand the performance of your content marketing campaign.
Measuring with Google Analytics
Google Analytics are free and you can measure a variety of metrics to evaluate your content marketing strategy. Google Analytics include:
- Page Views
- Unique Page Views
- Average Time on Page
- New vs Returning Users
- Goal Completions
- Goal Conversion Rates
Measuring with an Email Service Provider
You can measure the effectiveness of your email content with your email service provider. These analytics include:
- Open rates
- Newsletter subscribers
- Subscriber growth
Measuring with a Marketing Platform
Using a website like HubSpot to manage your social media is convenient because you can now manage all of your pages in one place. These websites also provide you with analytics about all of your accounts. These analytics include:
- Likes, Shares, Comments
- Overall reach
- Page performance
- Competitor performance
You can use a platform like HubSpot to manage all of your social media accounts and track social engagement in one place. The HubSpot Tracking Code will help you monitor how well your website is generating traffic and leads, what you can do to improve your website traffic, and sophisticated lead intelligence that enables you to turn more website leads into customers.
With the right knowledge and tools for measuring the effectiveness of your content marketing strategy you can optimize your content to make sure your audiences receive information that aligns with their interests. With a successful evaluation, your content marketing strategy will increase awareness of your brand and lead you to success!