As search engine algorithms progress, content marketing is one of the most integral parts of an SEO Campaign. Content marketing requires monthly investment, time, and commitment. Budget allocation is increasing as businesses understand that content is the most effective way to reach new customers. For example, B2B marketers who rate themselves to be most effective allocate, on average, at least 37% of their budget to content. In contrast, those who feel they are least capable allocate just 16%.
Producing content at a high level, over a long period, is difficult. Stale content can lead to a drop in traffic and leads if you use your blog to generate sales. Great content, on the other hand, can take a company’s trajectory from good to great in a matter of months. Being seen as a thought leader in your industry is a great way to drive sales, and be a respected voice in the industry.
Does your business track KPIs? Here are important KPIs that can be aligned with your business goals, help you identify any weaknesses within your content marketing strategy, and keep your content from going stale!
How are your monthly content efforts working towards traffic growth? How much traffic does each piece of content drive?
Traffic can demonstrate many things:
- Do your content pieces require more content distribution to drive traffic and social media promotion?
- Is your content of a high quality? Are metrics (readability, for example) perfected?
- How long do users spend reading your content?
- How long do users stay on your site?
- What is your bounce rate?
What is the average page time?
This consumption metric can tell you a lot about your design and content quality. However, before applying any Google Analytics metrics, make sure that you fully understand their function and what they measure, as there can be many misunderstandings for small business owners.
What are the exit pages?
Identify problematic content, in order to change it. Check where your visitors go, and where they drop off. You may need to change your internal navigation.
Content Marketing & SEO items you need to check to have optimized content
- Domains are referring to your site.
If you publish infographics and a lot of engaging content, as well as guest posts, as part of your content marketing, they should drive backlinks to your website.
- Content events.
Some of the most popular events to track:
- Content downloads—like white papers
- Video views and plays
- Social media button shares and clicks
- Image gallery clicks
Sharing metrics are essential for both social media marketing and content marketing performance tracking.
- Goal and Event Completions.
Assign a goal with each visitor in mind—especially if you want them to subscribe or buy your product.
Inbound marketing is a funnel. As a business owner, you need to assess the buyer journey through every conversion funnel. Content marketing KPIs don’t have to be static. You can create conversion funnels utilizing HotJar analytics software, which enables you to see see which content does not provide a good click through rate on your website.
- Leads and sales generated from the event completion.
When you track the above funnel, you can follow how the leads were generated through the final stage of the pipeline. By assigning a referral source to your content piece, you can later identify which customers perform an action after reading.
By perfectly synchronizing your content marketing KPIs, you will know exactly which pieces of content are lead magnets, driving sales for your business as a result. Remember: a professional inbound marketing expert can help track each dollar spent through content marketing.
Keeping Your Content Fresh
It might seem like you’ve used every angle to talk about a certain topic. Holidays are great to put a fresh spin on an old topic, as they can help deliver upbeat, relevant articles. A great example of holiday generated content is that of the content on BuzzFeed. “Ten Things Every SEO is Asked During Family Holidays” is a great example of a piece of content that drives traffic and also get a few laughs. SEO is a confusing and constantly developing industry, but those outside of SEO have a hard time grasping what people actually do. This piece of content would be evergreen, since holidays come year after year. We can even use the time of year, or the season, if no major holidays are coming up.
Covering news topics from your industry can be a great way to produce quality content. A marketing company, for example, could write an article about the money spent during March Madness, and how much money these marketing efforts generate. Articles on trending topics can lead to a large amount of sharing and social interaction. The only problem with these posts is that unless the trending event happens yearly, this piece of content isn’t as evergreen as other articles might be.
Another great idea may be collaborating with companies you are not in direct competition with. In the SEO industry for example, this post about SEO’s Halloween costumes created feelings of good will between the companies involved.
Don’t do exactly what your competition is doing content-wise—unless you are going to do it much better! It can also be a great idea to involve other people within your business in your content production. New voices can keep readers interested, even if you’ve covered the subject matter in some capacity before.
With this growing commitment to content marketing, content and performance analytics have become an integral part of marketing audits and reporting. Keep on chugging!