Content marketing is one of the most significant trends to impact the world of marketing. It has totally disrupted the traditional marketing approach as digital transformation has flipped the buying cycle on its head.
Why? Because buyers today are in the driving seat; due to the wealth of information available online, they are able to access everything they need to know about products and services before even talking to a vendor.
Traditionally, brands focused on advertising and PR to control their corporate messages and influence brand perception. Today, however, brands must build a strong digital presence to ensure they are present at every step of the new buyer journey.
Brands need to value nurture every possible touchpoint with prospects and customers in order to nurture relationships. How can they do this? By providing content which is relevant and authentic and which stands out amongst all the content 'clutter' online.
Not only have marketers had to revise their overall approach to marketing, they also have to rethink the all important analysis and metrics. Gathering ROI has always been a challenge, and this won't change in the age of content marketing, but it’s the only way you’ll be able to make your content marketing strategy better and use it for achieving business goals.
Research shows the following:
- Only 46% of B2B marketers are satisfied that their marketing metrics are aligned with their content marketing goals.
- 65% are struggling to define what content is effective and what isn’t.
So how do we go about measuring the effectiveness of our content marketing strategy and ensuring that it is aligned to business goals? How can we demonstrate both the value and necessity for content marketing to key stakeholders?
I thoroughly recommend a read of this post by Marketing Insider Group which provides a comprehensive and structured approach. This will help you define your content marketing metrics which ultimately provide the grounds for successful data driven decision making.
Getting your content marketing analysis right isn’t just about finding out how successful your strategy is and validating it to stakeholders. It’s the only way you’ll be able to make your content marketing strategy better and use it for achieving business goals. Without the right metrics, you are making decisions in the dark, possibly without even realizing it. Only by knowing clearly where your content marketing is furthering your organization’s business goals, and where it is falling short or is misaligned, will you ever be able to turn your content into the powerhouse that drives business growth. Something you know it is capable of. Your metrics are what will tell the story of your content, illustrating where it works, how well, and why or why not. Content marketing metrics define the impact your strategy is making on business growth.