Content Marketing is a robust term covering blogging, social posts, vlogging, web pages, podcasts, infographics, books, and well you get the idea, it covers a lot! According to the Content Marketing Institute, Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. So that means it’s the strategy of how all of your marketing works together to drive traffic (offline or online) and ultimately sales.
How to Measure It
Let’s say you have an awesome Content Marketing Plan that you think is achieving your goals, but you want to know it’s working, not hope it’s working, right? So how can you know it’s working? The answer is analytics, Google Analytics! Google Analytics can tell you whether your customers are coming from your social posts or from that video you posted on Youtube or Vimeo or if they looked at your website and then made a purchase at your physical storefront. Google Analytics provides a wealth of information all which can help you determine if your Content Marketing efforts are working and more importantly, help you determine the ROI.
What to do next?
Now you’re thinking geez… Another program I have to learn, but let me be the first to say it really isn’t as overwhelming as it seems! Google offers great courses on how to use Google Analytics! Alternatively, if you prefer a more focused classroom approach, check out our Google Analytics for Your Business Class Series which begins January 10, 2017 and will offer an in-depth, hands-on approach to learn how to use Google Analytics to monitor and assess your Content Marketing!
As always we welcome comments, suggestions, or questions below or at firstname.lastname@example.org