So you’ve put in a ton of work to plan, research, and create your content. How do you know if the content is achieving the desired effect? How do you know if your content is successful?
There are a few steps you can take in the beginning that make the tracking and measuring process much easier.
Google Analytics is a free analytics program that tracks and measures just about everything you might need. It’s also quite easy to use. If you have a Google account then it’s merely a matter of visiting the website, http://www.google.com/analytics/, signing in and following the steps to add a website and get your code. You’ll then follow the steps to paste the code into your website and voilà - instant access to essential information.
You can learn what keywords and posts or articles drive the most traffic, what links are clicked on, how people find your site and much more. Google isn’t the only option. There are other analytic service providers.
Review the Information
Once you have analytics installed it’s important to schedule time to review your results. You might review the data before each content marketing planning session. You can determine which pieces of content are generating the best results and strive to provide similar content.
Set Measurable Goals
We’ve discussed the importance of creating goals, both for your content marketing as a whole and for individual pieces of content. Quantifiable goals are much easier to measure. For example, a goal for content marketing might be to increase your email list by 10% in three months.
That’s a goal that’s easy to measure. You simply document how many subscribers you have now and at the end of three months you look to see if you’ve increased it by 10%. Hopefully, you’re looking at the data along the way and making adjustments to your content marketing as you go. That’s the power of having information at your fingertips. You can make adjustments to maximize the content that’s working for you.
The next step is to install some type of analytics program on your website – if you don’t already have one. Spend time reviewing the information that you have access to and learn how to use analytics.
Also, if you don’t have goals for your content marketing just yet, start considering what your priorities are and how you can use content to achieve success. For example, if you really want to build a large email list then that may be the primary focus of your content marketing efforts. Next time we’ll take a look at how to monetize your content.