How Effective Are Your Business’s Content Marketing Efforts?
It would be great if there was a single formula that could produce breakthrough results every time, but that is an impossible dream. Different industries and niches rely on varying types of content to create an atmosphere of relatability and trust with their audiences. Ultimately, there is no one-size-fits-all solution.
Due to these factors, content marketing requires trial and error. If you fail to try a variety of strategies and attempt to force engagement, you won’t succeed. In that instance, it becomes not only more difficult to reach the right audience with your content, but nearly impossible to find the right avenue to the types of conversions you want to achieve.
The good news is that business owners can learn from other professionals who have discovered how to create successful content marketing campaigns in their fields. Some of the lessons they’ve learned are adaptable to almost any industry, and these are the areas we’ll focus on in this post. Keep reading to find out what you can do to improve your content marketing results.
Influencing Customer Behavior
One of the key metrics for determining your success in content marketing lies in how well your content influences what people do after interacting with your content. Are you getting the right kinds of conversions? Are you are hitting all your goals in terms of list growth, call-to-action engagement, social interactions, and sales (just to name a few metrics)?
If you answered, “no,” to any of the above, chances are you aren’t delivering content that is engaging enough to hold your audience’s attention. It might be time to re-evaluate how you develop and present your content. You might need to move in a different direction, or try a new strategy within a certain content area. For instance, maybe it’s time to re-assess the types of posts you publish on your blog, or the subject lines in your emails need an upgrade to influence opens.
Set Measurable Goals…And Measure Them!
You can’t just publish content and move on; it’s imperative that you consistently assess the effectiveness of your content. If you know what works and what doesn’t, you can either work to improve the weak areas or eliminate them and use the time and resources spent on them to further effective pursuits.
If, for example, you’re having a hard time getting new followers on Facebook, but your Pinterest audience is on fire, you could shift your focus away from Facebook and inundate with more pins, or you could try to identify the elements in your pins that get the most engagement and see if they also work on Facebook, Twitter, or another platform.
Stay on Top of Your Analytics
With so many reliable analytics tools available, there is no excuse for not knowing exactly how well your content is being received. This will also help you determine how to spend your marketing budget, and what types of content to spend the most time developing. Some of the most important metrics to track include:
Blogs – Determine which posts get the most engagement, then going forward, focus on topics that matter to your audience.
Email – Track your open, click-through, and conversion rates to see what segment(s) of your list respond best to your messaging. From there, you can then deliver specialized content to the ones who respond most favorably to your emails.
Landing Pages – We recommend split testing multiple pages and examining each detail to determine what motivates readers to scroll through, follow your CTAs, or click through for whatever conversion you wish to achieve.
Social Media Engagement – If you’re going to spend time and money on developing a social media presence for your business, you should monitor your engagement levels and determine which social content is resonating with followers.
Ad Performance – Closely monitor all CPC and other paid ads, and drop the ones that fare poorly. Take note of the elements that seem to appeal to the widest audience and create more content around those findings.
Content marketing is all about creating a winning strategy, producing high-quality, relevant content, and conducting regular assessments of your results. It may be necessary to refocus until you find the content that resonate best with your ideal customer. The effort that you make to do that, though, will wind up netting you some huge returns if your persistence can keep up with a swiftly changing market.
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