Measuring content provides you with an endless amount of insights to act on in the future. Learn how to optimize your strategy based on results gleamed from measuring content.
- The data collected from your content marketing campaigns…is only as useful as what you do with it.…So I want to show you how to use the information…you've collected from measuring content…to optimize your strategy based on what drove results…in past campaigns and what didn't.…As you're reviewing your data ask yourself…the following questions to help improve…how your company approaches content.…Based on the results you've achieved…should you be creating more content?…Never create content just for the sake of it.…Instead, if you notice a certain type of content…is performing well, like a particular video series,…consider increasing how often you're publishing the videos…to see if that impacts your results or not.…
Also analyze the topics covered in your content…to identify any patterns in terms of what subject matters…resonate most.…Increases in some content types…will be more beneficial than others.…What topics have yet to be explored by your company…and other in your industry?…Identify subject areas that haven't been…
Author
Brian Honigman
Released
6/22/2017- Benefits of content measurement
- Challenges to address
- Creating a campaign
- Choosing purpose-driven goals
- Setting a time frame
- Coordinating with other marketing efforts
- Investing in different content formats
- Aligning content with the buying process
- Calculating the cost of content
- Vanity vs. actionable metrics
- Setting up a reporting system
Skill Level Intermediate
Duration
Views
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Introduction
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Welcome1m 30s
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What is content marketing?2m 28s
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1. Why Measure
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Challenges to address3m 24s
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2. Create a Campaign
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Choose purpose-driven goals3m 15s
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Define the audience3m 13s
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Set a time frame2m 48s
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Benchmarking2m 30s
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3. Choose Content Format and Channel
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Research channel choices2m 15s
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Stages of the buying process2m 42s
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4. Pair Metrics
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Stages of the buying process2m 52s
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Pair goals and metrics2m 25s
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5. Set Up a Reporting System
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Invest in a mix of tools2m 31s
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Types of tools to consider3m 17s
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An attribution framework3m 16s
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Calculate ROI2m 59s
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Optimize your strategy2m 31s
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Conclusion
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Next steps54s
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Video: Optimize your strategy