Join C.C. Chapman for an in-depth discussion in this video Defining goals and measuring success, part of Introduction to Content Marketing.
As we get started, let's discuss how we're going to measure success of your content marketing programs. If you don't define up front how you're going to measure success, you can never know if you've actually obtained it. And first and foremost, something you need to realize is that content marketing is about a lot of different efforts. Sometimes it's about building buzz, where you're just looking for people to be talking about it, good or bad. Sometimes it's about making money. You're in business. You have to make money. That's okay. Sometimes, it's about building an email list or building awareness about a new product or service. So there's lots of different things that content marketing can be doing for you.
But what we're going to measure, the first thing we're going to do is define what success looks like for us. Right up front, say I want to get 10%, you know, bigger sales. Or I want to grow my email list by 100 subscribers. Perhaps, I want to get 100 views on this video we're going to produce. Whatever it is, define it with very tangible numbers so you know if you hit it or not. Because the second thing we're going to do is we're going to measure. If we actually reach those goals. If you haven't defined them up front, you can't measure 'em.
So take the time to have those goals very well set, and then measure them. Different companies can do different things. Ask your order entry system if it can track, you know, promotional codes that you can put into your video. Or does your email newsletter track where links go, and where they come from? Find out what you could do, and then measure that. The last step is what people forget. They always forget to do this. And that's to evaluate. Sure, everybody wants to talk about the great things, the good things, the things that went right. That's what we all want to focus on.
When you evaluate, you've gotta also focus on what didn't work. So that the next time, you can change your strategy. You know what, video wasn't the best. Maybe we should have done audio, maybe we should have done more photography. Figure out your outreach strategy, maybe that was where it broke. If you don't evaluate, you're never going to improve. And that's why we can put this in a circle, because the hope is that on your next effort, your next piece of content, your next big campaign, we're going to hope that you evaluated it enough, that you'll know if it's better, how you're going to improve it. Then, you can go forth and find more success for your content.
But up front, if you don't set up what you're going to measure, how you're going to define it and then evaluate how it worked out in the end, you're never, ever going to know if your efforts are worth it. So take the time upfront before you start creating content, to figure out how you're going to measure your success.
- Defining marketing goals and measuring success
- Integrating already established programs
- Getting leadership support
- Establishing an online footprint, starting with a blog
- Electing editors, community managers, and content creators
- Using an editorial calendar
- Writing for the web
- Understanding the importance of images, audio, and video