So what’s it all worth? Keep your sleeves rolled up – this final checklist helps you to scientifically discover the weak spots in your content marketing so you can optimize your creativity and effort in reaching your communication goals.
How do you know what works?
Take control. You know your company and your marketing content best. Armed with this knowledge, set up a strategy. This is a high level view of your business’s marketing goals.
Make a list of your key performance indicators.
This should be measurable.
Ask the question: “What is the outcome I want, and how can it be quantified?”
Example answer: “Increase sales calls in the second quarter by 10%.”
2. Define your benchmarks and how you will track them.
Identify content-related objectives that support these goals.
Ask the question: “How does this tactic add value to your business’s marketing goals?“
Example answer: “Co-branding the third party payment system with consistent verbiage reduces the shopping cart abandon rate by 25%. Data is tracked using a goal funnel in Google Analytics.”
Implement your plan:
Set up your analytic tools, chief among them: Google Analytics. An overwhelming amount of data is presented. It can be time consuming to process, so it’s helpful to approach the system with your practical goals in mind. Create goal funnels to track user behavior through specific workflows on your site. Google Analytics interfaces with third party systems too, so you can glean additional feedback from external payment systems, newsletter email systems, and social media statistics.
Practice interacting with your analytic tools regularly so you get a feel for identifying patterns. Understand how to better track your feedback to generate meaningful reports that provide productive, actionable tasks. Set up Google Alerts to be notified about updates on brand mentions, new followers, and granular details about transaction activities.
Identify valuable metrics over fluff metrics (or “vanity metrics”). Statistics like the number of social media followers, “friends,” or “likes” ultimately fail to meet specific marketing objectives. Whereas, receiving comments – even complaints – conveys a deeper engagement and demonstrates your product and brand’s relevancy to your audience.
Create meaningful reports and actions.
The patterns you’ve identified from measuring and analyzing your data tell you a specific story. Every report you generate should produce actionable items that point you toward content optimization that supports reaching your marketing goals. Design your reports so the feedback is organized, results are easy to scan, and even fun to read so your team can appreciate the value of every recommendation.
Iterate: fail fast, learn, grow.
Schedule your analysis checklist into your content marketing schedule. The length of each cycle can be short (2 weeks). As an Agile process, you’ll be able to encourage experimentation and adopt improvements more quickly while following this guiding principle:
Create the best possible user path.
Thanks to the conference speakers for a jam-packed day of knowledge-sharing. I’ll continue to share my insights as we implement these tips over time, so let us know how your experience goes too. Good luck!
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