Tracking the Impact of Content Marketing
You can track the impact of content marketing on sales, and many companies are doing it with incredible accuracy. But, don’t expect results overnight. Remember, patience is a virtue.
The companies companies featured in this article, including Dell, L’Oreal, and Target took time to let their content seep through their communities of customers. That’s how you should consider your content when you begin to enact it in your business. What you are putting out there is important, but allowing it time to grow naturally, through your effort and your customers interests, work hand in hand. Your company is building a voice and personality with your content.
The first thing you must do is start creating content, that is first and foremost. This is the new way of marketing for an ever growing electronically connected marketplace. The longer you wait before starting, the more time competitors in your field have to connect with your target audience.
Second, do not rush your company out into the Internet with content, regardless of how good it might be. Allow yourself a steady pace, this will keep you from bombarding the social feeds. 93% of marketers use social media for business, and you don’t want to be just a point in that percentage - you want to be found! A well-paced start builds demand over time with anyone who is reading it. Further, it allows you to get a feel for what works and what doesn’t work for your company.
Finally, don’t take a one-size-fits-all approach. In the CMO.com article mentioned above, L’Oreal Americas CMO, Marc Speichert said, “What we realized is that we shouldn’t create just one piece of content that will be relevant to the majority of people. Instead we’re creating many different assets that address the specific needs of consumers.” For L’Oreal, that “implies a different content supply chain.”
Once you begin creating and publishing content you can begin to track the results. In the opening days and weeks there will be some guess work, but this is okay as it give you a chance to test different hypotheses. Your company will begin to devise a tried and true way to make an impression with your audience.
Your company is actively engaging as you try to find out who they are and what they want, which is equally important as the content itself. You can hear first hand what people like about your content, and what they don’t. You allow them an open source to communicate with you. Your company as a whole should understand why you decided to write about that one part of your new product, or why you shared important facts about your industry.
The more time you involve your team, the better your content gets. The open source of communication is something I would like to highlight again. You want your customers and visitors to feel like that have a say, or can get feedback without having to search Google for something. You want to make your content site a one stop shop so to speak. All of this relates back to taking time and being patient.
Everything should have a purpose in your content, even how you track it. One question you might ask is how long it lasts. You could find out by reviewing the analytics around a certain article days and weeks after its posted. Is it still getting views? From where? Which ties into another question. Is your content driving search traffic? Creating quality content sends signals to search engines that you are an authority on your topic. Are you being rewarded for your efforts?
The final question you might ask is whether your content is building trust. You could survey potential customers to find out. Trust is especially important if you’re marketing to millennials like me. We’re the generation born between 1980 and 2005. Millennials are nearly immune to traditional forms of advertising, but we do respond to content. In fact, recent research from Edelman Insights states that 51% of millennials will consult four or more sources of information when making brand purchases and eight out of ten will take action on behalf of their trusted brands.
At Crowd Hydrant, we help businesses create compelling content and deliver it to their audience. From blog articles to infographics and video, we supply the tools you’ll need to get noticed and build demand for your product or service.
If you'd like to take the next step, CONTACT US or call 513-318-8910 to schedule a Content Marketing and Social Media Assessment. We'll analyze what you're doing currently and make recommendations that will help you Own Your Niche.
About Nick Clark
Nick is recent graduate of Baldwin-Wallace College where he received a bachelor’s degree in English. As a Content Creator for Crowd Hydrant, he works with businesses to understand their needs and goals and then, writes engaging content for their blogs and websites. Nick also enjoys writing short stories and poetry. For more about Nick, connect with him on LinkedIn, Google+ or Twitter.
Image courtesy of twobee / FreeDigitalPhotos.net