content marketing

How to Track Content Marketing Results

It can be incredibly hard to track content marketing results, as most people need 10 “touches” from you before they decide to buy. You might never know if one particular blog post or email was the deciding factor (you can ask, but people might not remember). That can be super frustrating – I know!

How to track content marketing results

You can determine if content marketing is working by looking at basic analytics and connecting the dots. But please know, that yes, content marketing is super effective and worth the effort.

Have a goal in place

First things first: Make sure you have a goal before you start. “Because all the cool kids are doing it” is not a goal. It’s FOMO.

One of our clients is using content marketing to bump up her search ranking on Google. She wants to appear on the first page of search results for certain keywords. Another client is using it to build a community around her brand. She has specific membership and social media follower numbers she wants to hit.

These are two completely different goals, but both are specific, measurable and doable.

Use Google Analytics

And that brings us to measurement. Google Analytics is your friend, especially when it comes to tracking content marketing results, so learn how to use it. (If you don’t have an account for your site, ask your web developer or an SEO expert to set it up for you.)

As you share content, you want to understand if it’s pushing people to your website. You also want to know if people are downloading content and reading your blog.

Look at:

  • How much traffic comes from social media channels
  • Which social media channel sends the most traffic to your website
  • What blog post topics get the most traffic

You also want to track social media and email marketing metrics, of course, which are embedded into those individual platforms.

How to track blogging

It really comes down to one factor: Are people reading your blog posts? You can find the answer in Google Analytics.

You likely won’t be able to track leads or sales directly from a blog – unless you have specific promos embedded in your blog posts. But that’s OK. What’s important is knowing what that they’re being read and what topics people are most interested in.

How to track email marketing

Are people opening your emails and clicking through to your website? Once they arrive on your website, what are people doing?

We do several email campaigns that are strictly promotional for one of our clients. We can absolutely see how effective they are at increasing sales, because people either buy or they don’t.

Unless you have specific calls-to-action – to sign up for a webinar or purchase a product – email newsletters are a little harder to track. It comes down to your goal. My goal with the Jansen Communications newsletter is to stay top-of-mind with people (and it works).

How to track downloadable content

The purpose of downloadable content is to generate leads. If it’s working, you’ll see that people are:

  • Downloading your content
  • Reading your lead nurturing emails
  • Contacting you to discuss a project
  • Buying products or membership (or something else) from you

Something to keep an eye on is the people who read all (or most) of your lead nurturing emails. You have their name and email address, so reach out  and ask what they learned or what their biggest challenge is. Start an organic conversation, and see where it leads!

Got questions about content marketing?

Shoot us a note!

Photo by rawpixwl from Unsplash

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