No marketer wants to be caught off guard when their CFO or CMO stops by their desk and asks for the ROI on recent marketing efforts.
If you’re like many other marketers, your latest work likely involves content – a substantial amount of it. As audiences demand more intimate connections with brands and information they can truly use (versus sales pitches), content marketing is becoming king.
A new infographic from BrandPoint breaks down the three steps to customer conversion and how to measure your impact at each point along the way. No matter where you are in your content marketing efforts, you’ll be equipped with hard data the next time your boss swings by.
Step #1: Awareness
How do you know people are seeing your content – or have even heard of you? Start by searching yourself online. If you aren’t showing up near the top of the search results page, your content isn’t working for you. Quality content with appropriate keywords will increase your rank in search results. In turn, you’ll see more people coming to your site. Pay special attention to the number of first-time, or unique, visitors. This number should continue increasing.
Lastly, take a look at your social media metrics. Assuming your content is distributed through your social networks, you should see steady increases in your likes, followers +1s, etc.
How to build awareness: Blog posts, news articles, press releases, social media content
Step #2: Consideration
Now that you’ve confirmed people know about your brand and content, it’s time to see what they do with that awareness. Take another look at your website and/or blog, this time examining:
- The total number of pages your visitors are viewing
- How long they spend on your site
- Your bounce rate (number of people who land on your site, then leave right away)
The first two should be increasing, while your bounce rate should be getting smaller, as people spend more time consuming – and hopefully, interacting with – your content.
Take another look at your social media metrics, too. Beyond increasing likes and follower numbers, you should see a growing number of shares, comments, retweets, video views and responses to questions you pose to your audience.
As consideration increases, search engines take notice and rank your content accordingly. Websites with more than 300 pages indexed by search engines see a 236% in traffic, and those with 400 to 1,000 indexed pages receive 600% more leads. So, yes, consideration is important!
How to drive consideration: Category-level Web page content, “long-tail” blog posts and news articles, white papers, newsletters, FAQs
Step #3: Conversion
The Holy Grail of ROI, conversions can be measured through increased sales or leads. To pinpoint what content was most effective, take a look at which pages are referring the most traffic to your inquiry forms, e-commerce areas or contact us or locations pages. Examine how much traffic is coming to your site from your social networks and where they’re landing first. Use your observations to plan future content accordingly.
How to achieve conversion: Take another look at #1 and #2. Inquiry or contact us forms help, too.
Want to talk more about measuring your efforts, or creating a powerful content marketing strategy? Drop us a line.