Join Dayna Rothman for an in-depth discussion in this video Tracking with early-stage metrics, part of Content Marketing Foundations (2015).
- Once you have define your measurement goals, now you have to start tracking with early stage metrics. Early stage content is primarily for brand awareness and education. So, the metrics that you track for your early stage content will reflect that. So, let's go over exactly what you can look at for your early stage content. First, look at traffic to your site. You can track this using Google Analytics, you can track an increase and a decrease in traffic overall, you can track referring sources, as in, how are people getting to the various pieces of content? Exit pages, where are people going after they read your content? Bounce time, how often people are bouncing away from your page and how long that takes, and then what the top content assets are.
You can actually track: what are the top content assets that people are going to? Next, you can track content downloads You can track this in your marketing automation tool or your content management system. This is when somebody either downloads a content PDF via a click or a form. Or it could be views if content is not in a downloadable file. This will help you determine how engaging your content is. How often do people actually wanna download it and read it? Social engagement is also a very important early stage metric that you should be tracking.
You should be looking at social shares, how often are people sharing the different content you're posting? How often are people liking your content on social channels? How often are they commenting and actually engaging with the content? Then social follower increase can also be a good indicator of whether or not your content is engaging your audience. Now that you know what you should be tracking for your early stage content, make sure you track these metrics on each and every piece of content that you create Then, you can test and iterate over time.
The course explores creating a content plan, choosing content types, and developing an editorial calendar. It also explains how to write, edit, and design content, as well as choose the right mix of content and curate it for maximum impact, and closes with tips on measuring the impact of your content marketing efforts.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is content marketing?
- Hiring a content marketing team
- Creating buyer personas
- Developing a brand voice
- Setting goals
- Creating a content plan
- Writing, editing, designing, and curating content
- Promoting content on various channels
- Tracking performance