Companies are almost always looking for new marketing trends and techniques to reach more consumers. The latest trend appears to be content marketing. Content marketing allows companies to connect with their audience making them more relatable. The problem with content marketing is, unlike traditional media campaigns that look mainly at sales, it is difficult to determine the success of a campaign. Everyone likes to see results, so how do you measure the impact of a content marketing campaign?
I recently came across an article on Ragan’s PR Daily that shared an infographic from BrandPoint revealing their recipe for measuring content marketing. There are three main categories: awareness, consideration and conversion. By achieving each step you are likely to see results. With each category there are different aspects to take into account to measure success. Below I have listed some of my favorite facts and tips.
Step 1: Awareness
The goal is to make your brand easy to find online. Some 93 percent of online experiences begin with a search engine, so check your ranking in search engine results. An increase will make your page, brand and product or service easier for consumers to find and prove the success of a campaign.
Step 2: Consideration
The goal is to inspire potential customers to engage with the brand. Roughly 65 percent of social media users learn about a product or service through their social media accounts. Take advantage of the many different platforms and create posts that will increase interaction. You want potential consumers to spend time viewing your page or posts.
Step 3: Conversion
The goal is to persuade the consumer to make a purchase. About 77 percent of B2C companies have acquired customers through Facebook. Keep track of social media referrals to note which is the most effective. Track which content sources contribute to the conversion step, and place more attention and focus on them.
View the full infographic below, and learn more about how to measure content marketing.
Infographic Courtesy of BrandPoint