You’ve released your content into the wild. Blogs, ebooks, social media, case studies — it’s all out there.
You have a strategy, but is it working? Are you engaging the right people? Is your content resonating with them? Is each content channel or property delivering your expected results? Did your last campaign fall flat and now you’re not confident the next one will hit? Or does it need a major overhaul before it launches next week?
Lots of questions. Without defined metrics and content analytics tools to monitor content performance data, content leaders won’t have any answers (a.k.a. Spray and pray).
Content marketing measurement is one of the more difficult jobs for a marketer. Today, you’re not just tasked with trying to create content that generates meaningful business results. You’re also expected to prove that your content IS generating meaningful business results.
We feel your frustration. We got into the content marketing software business to help content leaders keep things simple. It all starts with reliable, easy-to-follow processes and accessible, easy-to-understand content analytics data.
Content Marketing Reporting Should Tell a Complete Story
DivvyHQ’s content marketing analytics module gives you robust, pre-configured dashboards that bring multiple streams of marketing data into one platform. Think of it as a visually pleasing, real-time presentation that tells the story of how your content is performing. DivvyHQ’s content performance tracking is an ideal fit for marketers and content teams who:
- No longer want to aggregate performance data from multiple sources
- Don’t have access or ability (or desire) to create reports within enterprise analytics solutions
- Need to understand which content assets, topics and keywords are performing in regards to channel and audience segments
- Want to share reports with executives automatically
Turn Your Data Into Insights You Can Use
Why Do Content Marketing Metrics Matter?
Let’s be frank. Content marketing is hard. Doing it well over a long period of time takes significant resources and creativity. Those resources won’t be available for long if results don’t happen. But therein lies the key issue. Unlike advertising tactics, content assets may take months to gain traction. That traction may go unnoticed and be deemed inconsequential if not tracked properly.
So how do you measure content marketing effectiveness? Well you first need to define what success looks like and dictate which metrics will paint that picture. It could be something as simple as: You wanted eyeballs on that new product announcement, and the page view numbers show you nailed it.
But how can you be sure that all those page views are worth anything? And if page views aren’t applicable, which metric should you measure success against instead? Product PDF downloads? Submissions of a product inquiry form? Views of the product video?
Defining and tracking these things for each content program, channels, property or campaign is important. These metrics matter to your bottom line, period.
Working With Content Marketing KPIs
Why do KPIs matter? Robert Rose, Chief Strategist for Content Marketing Institute, says it best.
“In today’s world, we have pressures on us to show the results of content marketing. If we only look at our content efforts as a replacement for advertising and measure it under that model, we will ultimately fail. A successful content marketing approach is more expensive than advertising. But because its goal is to provide multiple lines of integrated value across the business, the investment can be justified. But the investment isn’t in content. It’s in the result of the content – the subscribed audience.”
To ensure your content marketing investment is justified, here are some keys to identifying and tracking KPIs:
- Assign KPIs based on the predetermined objective for each content asset or campaign
- Sync content marketing goals with organizational objectives to ensure marketing delivers optimal value
- Centralize intelligence in an easy-to-use interface to aid decision making, and to ensure content planning decisions are insight-fueled
DivvyHQ simplifies each of these areas. When content initiatives are forced to start with clear goals and KPIs, the result is a truer story of content marketing performance, presented from a confidence-inspiring command center.
Centralize Your Content Marketing Analytics With DivvyHQ
DivvyHQ’s content analytics package presents data from all your analytics sources in one place.