In order to have a solid content marketing plan, you want to stay on top of how your content is performing. You need to measure your efforts and track your results. Of course, first, you’ll want to decide what you want to achieve with your content marketing. For example, are you building your email list? Striving to boost credibility and authority? Driving traffic to your website? What are your content markeitng goals? Then, you need to identify the most important areas to measure for your business and which tools will accomplish this for you.
The first step is to identify the goals you have in mind for your content marketing. If you have clearly defined goals, this tells you what results you hope to achieve. These are the results you can measure to see if you’re meeting your goals or not.
There are three main areas of measurement – awareness, engagement, and conversion.
Awareness – Who knows about you and your coaching services?
Goals for measuring awareness track your reach online. They measure how many new people are coming into contact with your content. A few examples of these types of goals might be:
- X increase in traffic per stated period of time
- X social media likes and shares in a given time
- Number of new links built from authority websites.
- People recommending you to their friends
Engagement – Who’s talking about you?
In addition to who is seeing your content, you also need to measure how much your audience is interacting with and engaged with your content. You need to consider the best way to evaluate whether people are actually reading or consuming your content. For this you could look at:
- Social media shares and comments
- Comments on blog posts, YouTube videos, etc.
- Online reviews of your products or services
- Webinar enrollment and comments
- Time spent viewing or reading your content
These are metrics that would show you that your content is not only reaching a large audience, but having the desired effect upon them.
Conversion – Who’s buying from you? (Who is signing up for your email list? Who is hiring you to coach them?)
The last key area is conversion. In other words, are people taking the action that you want them to take, such as signing up for your email list or purchasing a product? For each campaign, create a goal for conversions and track links and tags to see which content is bringing you these conversions. You can also run split-tests, which are tests where you run two versions of the same content with only one slight difference, and see which performs better.
In all of your goal setting, goals should be as specific as possible. Identify specific numbers and milestones for each.
Templates and Tools for Tracking
There are a number of different tools you can use for tracking. Start by looking at the analytics tools that are already available in the programs you’re using. For example, most social media sites allow you to track some data, such as new followers and likes. MailChimp and other autoresponder programs provide detailed analytics to help you measure your email marketing campaign. For your website, there’s Google Analytics.
For the sake of organizing and putting together a “big picture” view of your progress, create tracking spreadsheets to comprehensively measure and direct your content creation.
You should have one comprehensive integrated content planning template where you can see everything that’s going on in one place. You should also make the content marketing results sheet mentioned earlier. Another important tracking sheet to create is an editorial calendar for your content creation and distribution. Other good tracking sheets to make include a social media strategy tracking sheet and a sheet for auditing your social media where you compare goals to results.
Some templates can be found at the following links:
Regular Tracking Reports
Tracking your content marketing is an ongoing job. You need to check regularly and this should be worked into your schedule. Set aside a time each week or whatever works for you to check your results. You may also want to schedule a big review on a less frequent basis, especially if you have many metrics to check. Your big review can be done to compare your results with long-term or overall goals.
An easy way to work this into your schedule is to get regular automated tracking reports. These reports would be sent directly to your email so that you don’t have to think about them. When you get your report, you can go over it. Check whatever software program you’re using because many of them offer these automated reports.
While all of this measuring and tracking may sound like too much, it really can be streamlined so that you look at your reports on a monthly (or even quarterly) basis, and then using that information, plan your future content. It’s simply a method of making sure that you’re reaching the people that you want to reach so that you can spend more time coaching and less time marketing!
If you want help getting started with content planning, topic brainstorming, or you’re looking for someone to write (or polish) your existing content, give me a call. I’d love to help! You can schedule a free consultation HERE. Or send me a quick email at annette @ renegadenurse . com.
To your success!