Technology and digital content is everywhere in our life. We just need to identify the right set of metrics for content assessment with the help of cutting edge technological advances. According to Seth Rand, the CEO and founder of Rand Internet Marketing, “Google Analytics” is the best way to start your journey. But, there are many other software and analytic tools that they use for themselves and their clients.
Google Analytics first came as a web analytics service. It is now a household name, although many viable alternatives like Adobe Analytics, Clicky, Moz, Piwik, Mint, Kissmetrics, and Heap etc. exist in the market.
Customer relationship management software is another must-have for content marketers. Insightly, Salesforce, Silverpop, Pipedrive etc. are the major brands in this space. Additionally, automated marketing platforms like Pardot, HubSpots, Marketo, Eloqua etc. measure metrics such as sign-ups, downloads and trials, which are specifically important for B2B and B2C marketers.
SpyFu and KeywordSpy are two popular tools for keyword search analytics that learn your competitors’ profitable content and keywords. TweetReach is another effective social tracking software to observe the audience reached by your social initiatives.
There are several well accepted strategies to achieve a higher content marketing yield; work closely with marketing and sales to determine what’s worth tracking, evaluate your expenses, conduct external market research, drop poor content and focus more on customization, offer downloadable content in lieu of the email, and finally, pay attention to your leads.
In spite of all such knowledge and technology support, getting an idea of the bigger picture of your content is always a big challenge. Be extra careful to assess the financial impact of your content and never depend too much on the analytics. End of the day, if the content becomes calculative and mechanical, your audience will eventually sense it.
Please note that all content marketing components may not be assessed in terms of your valued bottom line. Try to evaluate individual content based on their influence to the buyer’s overall experience, not just in terms of sales.
Finally, it is all about patience and consistency. Pace yourself in a nice and steady way to apply your content marketing strategy and measure your return of investment carefully. It may be time-consuming, but your relationship with the audience and the quality of the content help develop customer’s loyalty. And that eventually yields a measurable return on your marketing investment.