With more than 90% of companies now doing some form of content marketing, the logical question is: how do you know if you’re doing it well?
In terms of “what” to measure, this infographic from Brandpoint recommends three broad areas to assess:
- • Awareness (e.g., search engine rank for target keywords, social metrics such as likes and followers);
- • Consideration (longer average visit duration, social shares); and
- • Conversion (increased conversion rate, growth in newsletter subscriptions).
In terms of “how” to measure success, CMOs utilizing a sophisticated web presence optimization framework for maximizing content marketing results will likely embrace tools for measuring competitive multi-channel marketing metrics—not just “are we making progress?” but also “how are we doing compared to our competitors?”
Among the other interesting statistics from the infographic:
- • 93% of “online experiences” (e.g., “considered purchases”) begin with search.
- • 75% of searchers won’t look beyond the first page of results.
- • Nearly two-thirds (65%) of prospective buyers learn about new products and services through social media.
- • 61% of people say they trust companies that deliver custom content.
- v39% of all customers come from search.
- • 77% of b2c companies have acquired a customer through Facebook (not surprising) as have 41% of all b2b companies (very surprising).
What are your takeaways?