Everything Marketers Need to Measure and Prove Content ROI | HubSpot
Via Scoop.it - Marketing Strategy and Business
Marketing content creators have a lot of potential content assets at their disposal. As each content asset is associated with different goals, each must also be measured by different metrics. Before you create a new piece of content, keep in mind what your goals for that content are so you can effectively tailor it to suit those needs and be sure you’re measuring its success as accurately as possible. 1) Ebooks/Whitepapers: An ebook or a whitepaper is a long-form piece of content, usually offered as more premium content used in lead generation or lead nurturing. Metrics to Track are: - Landing Page Visits… - Conversions/Submissions… - Conversion Rate… - Social Media Shares… 2) Live & Archived Webinars: Webinars are typically live, online presentations about a particular topic. Businesses can use them to educate attendees about a number of things, from industry best practices to the capabilities of their products/services. Metrics to Track are:
- Landing Page Visits… - Social Media Shares & Hashtag Engagement… - Registrations… - Live Attendees… - Submissions/Downloads… - Conversion Rate… 3) Business Blogging: Business blogging can contribute to a number of goals - establishment as an industry thought leader, improved search engine optimization, lead generation, social media reach, or lead nurturing. Metrics to Track are: - Page Views and Overall Traffic… - Keyword/Search Rankings… - Inbound Links… - Submissions/Conversions… - Comments and Social Media Shares… It makes sense that marketers should also analyze how their content assets work both individually and together to achieve their business’ bottom line: customers and revenue. Using closed-loop data, marketers should analyze which content assets are most successful in generating customers. [read full interesting article http://j.mp/yzAItQ] Curated by Giuseppe Mauriello
Via blog.hubspot.com
