Content measurement is an important task that internet marketers must master in order to create content marketing campaigns that achieve desired results. content measurement measures how well content pieces and campaigns perform against planned goals. It also determines the content ROI, enables marketers to gauge which pieces of content are best serving its purpose, and determines whether or not their content is serving its purpose. With this in mind, content marketers should focus on four key areas of content measurement. These areas are:
Identify Your Customers. Before any content measurement can be successful, it must first identify your customers. For instance, some businesses develop web content to attract local customers. Others develop content to attract global visitors. Identifying your customers is a critical first step in content measurement because knowing who you’re trying to reach helps your business reach more potential customers.
Evaluate Goals. Once you’ve identified your customers, the next step in content measurement involves developing meaningful evaluation criteria to help you measure your success. Different evaluation criteria could include such factors as return on investment (ROI), conversion to sales, and other financial measures. Different goals will require different evaluation methods, so make sure to keep all your evaluation criteria in mind when developing content measurement strategies.
Define Audience. One of the most crucial factors in content measurement lies in defining an audience. For instance, it would be futile to measure the success of a campaign by measuring only the adults who were reached via a website. Likewise, a marketing campaign using knotch cip beads might have a very diverse audience, but each audience may have a different level of interest in a product or service. This is why it’s important to define and measure the audience for every type of content measurement.
Make Your Metrics Clear. Content measurement isn’t just about numbers, either. Good content evaluation should provide marketers with an understanding of what their audience consists of, how they view marketing tactics, how their interests differ from competitors’, and what type of marketing tactics will appeal to them more. All this is vital to effective content marketing because it makes it easier for marketers to use various types of content in various ways in order to reach as many people as possible. When content measurement is done well, marketers can easily measure the results of their marketing strategies and adjust their approach accordingly.
Use Good KPIs. When evaluating content measurement, marketers need to use good KPIs (keyword popularity indicators) to determine where the key elements of their brand reside. These KPIs can come in the form of customer lifetime value (CMS), acquisition cost, and ROI. Good KPIs will help marketers determine where to focus their marketing dollars and which content goals are most important to the company as a whole.
Be Careful With Sentiment. When evaluating content measurement, marketers should keep in mind that it is impossible to measure user sentiment accurately or, even more importantly, effectively. A good sentiment metric, according to experts in the field, is one that takes into consideration not only the number of page views, but the total number of words used and the frequency of those words. The metrics should also take into account overall tone of the page and the overall theme of the brand or business as a whole.
Measure Where You Are On The Ladder Of Success. Content performance metrics can also help marketers keep track of their content success, which is the ability to increase the number of unique visitors that the site has. This is measured by Google through the likes of search volume and organic search volume. Web content metrics are therefore very important not only for increasing site traffic, but also for tracking success in the online marketing game.
