If you already know how to create stellar content for your business’s marketing goals, but struggle to measure the results it brings in, this article is for you.
Lately, content marketing is gaining a lot of popularity amongst the marketing mavens and businesses alike. But, they often struggle to measure the results and thus optimize their strategy to befit improved profitability.
In case you’re too struggling with similar issues, we’ve jotted down a few ways you can use to assess your strategy. And accordingly, you can revise your marketing plan for better gains.
So, without any further ado, let’s dive right in.
Know the type of links
First things first, when you plan to use the content for creating a buzz for your business, it is imperative to include backlinks. Your link building company would suggest using a mix of different types of backlinks to create the best profile for your website. Essentially, backlinks coming from niche-relevant high-authority websites and influential domains where people make useful contributions receive better rewards from Google. For instance, guest posting, niche directories, and social media are pretty great for securing high-quality backlinks. Moreover, the choice of anchors for placing backlinks also affects the results of your marketing efforts. So, it is also necessary to learn about the types of anchors, along with the types of backlinks.
Assess the engagement
The next thing you can do is to assess the engagement that your content receives. This is where it gets a bit tricky. You cannot simply use metrics such as the likes and shares that your content receives, there’s a lot more to assessing engagement for any piece of content. For instance, the dwell time and bounce rate is a critical measure of how many people prefer going through your content. Sharing, placing comments, and putting up a like to your content stands secondary to these metrics. It is only after you come to know how your content is being treated by your target audience that you can optimize your content for better engagement.
Measure the referral traffic
It is needless to say that the sole purpose of any marketing practice is to bring potential customers to your business. One way is to optimize your on-page content (including content on all the digital platforms) to rank higher for relevant keywords. Alternatively, the backlinks that you secure from high-authority domains also help bring in traffic to your website- known as referral traffic. Simply measuring the total referral traffic may seem like a generic approach. Instead, you can measure the traffic from each referral link and assess which content is bringing in better results. In turn, this would help you optimize your content on each channel and ultimately improve the overall effectiveness of your efforts.
Seek editorial mentions
As already mentioned, backlinks help bring in organic as well as referral traffic to your website. But if your target audience remains unaware of your brand, you may still lack in terms of profitability no matter how hard you try. However, there are certain practices in content marketing that you can include in your link building package to help educate your audience about your brand. And one of the most effective practices is seeking editorial mentions. Simply put, if a well known online editor publishes your brand, say in a rank chart, your brand could receive the much-needed exposure.
To sum it, measuring the performance of your plan can help improve the effectiveness of your marketing efforts. And the ones mentioned above are sure to help you revise your content marketing plan.