A CMI study found that a third of organisations are doing a poor or average job of bringing metrics and goals together when running content campaigns. Here are four goals you can focus on.
Increase brand awareness
SEO expert Stuart Cooke believes that increasing brand awareness should be the first goal when creating a marketing strategy. Content can change the perception of your brand first and foremost, which is a jumping-off point for other aims and objectives.
You can measure brand awareness by keeping tabs on metrics such as follower growth on social media channels and web traffic growth.
Drive engagement
Content needs to reach an audience for it to have any value. Building brand awareness should work in tandem with engaging customers. You may want to focus on nurturing existing relationships to begin with. Loyal customers are more likely to purchase products and influence friends and family with organic word of mouth.
A few metrics to run the rule over to measure engagement include click-through rates and email growth. You can also see how campaigns are influencing engagement by looking at content shares and comments on blog posts.
Look to convert
InsaneGrowth marketing chief Jonathan Chan believes that even the best content can be rendered useless if it is not able to drive results. Making the leap from engagement to conversion is a crucial step for your content. An easy way to increase the chances of turning a visitor into a buyer is to include a strong call to action at the end of a blog or article.
Assess site structure
A recent study found that bounce rates are particularly high on the websites of local companies. If you are a small business struggling to extend a visitor’s session beyond an initial click, content can help.
ManyChat’s Fara Rosenzweig adds: “If visitors jump on your page and then hop right off, you’re not creating a digital experience that keeps them engaged on the page.”
To see how content can improve the experience you offer, take a look at the bounce rate, as well as time spent on site. You could also use heat maps to track how your current copy is being consumed. Remember, great content is a growth tool and is the best way to build a loyal, engaged audience.
