Dig Into Your Data To Maximize Content Impact
Have you ever found yourself wondering, “Is this content channel really worth it?” Content marketing takes time. It takes effort. It takes resources. It would be unusual for a business owner not to wonder every once in a while if their content marketing efforts are paying off.
The trouble is content marketing takes time. So how do you know if and when it’s time to pull the plug on a channel if you’re supposed to be giving your content time to gain some traction?
The answer is surprisingly simple: data.
It’s so easy to get wrapped up in the whats and hows of providing content (What do we provide? How are we going to do it?) that we can forget to check in and determine if we should provide a certain type of content. There is something to be said for stability and continuity, but continuing to manage a specific content channel just because you’ve always done so isn’t smart business sense….and believe it or not, content marketing is all about business.
Think of it as a return on investment (ROI) analysis. Are you getting your money’s worth from your content? The only way to answer that is to look at the data; specifically, your analytics.
Content Marketing Analytics
Content analytics provide qualitative data that can be used to guide marketing decisions. Google Analytics is the most well-known platform tool, but Facebook has its’ own analytics tools as does every other content channel. What you are looking for is content that drives conversions like newsletter sign-ups, contact page submissions, leads, etc. If the content doesn’t result in any of these actions being taken by the visitor, it’s not doing an effective job. Over time, you should be able to discern a pattern.
While an individual blog post may not result in a huge number of conversions maybe, in general, blog posts do convert. If so, great! You know that is a worthwhile investment and should plan to keep on doing what you’re doing. If the posts don’t convert, then maybe you should think about reducing the number of posts you make and spending your time and efforts on channels that have more impact on conversions – emails, newsletters, videos, podcasts, social media posts, live events/open houses, etc.
The possibilities are endless but they are also very much defined by your audience. What content is your audience gobbling up and what’s getting a pass? That is the fundamental question you need to answer and you can use analytics tools to find that answer. Check out our previous post on audience profiles to help you get to know your core audience.
Letting Go And Moving On
What if you really love creating a certain type of content, but it’s not bringing in the results you want? If you enjoy doing it and have the ability to continue to create that content, go ahead and keep doing it! There is absolutely no harm in putting more information out there! You never know what will pay off and when.
BUT, if you are struggling to create a specific kind of content AND it’s not generating any business for you, let it go! If this is a struggle for you, keep an eye out for our next post, Getting Over the Guilt: Why It’s Okay to Say Goodbye to Content That Isn’t Working For You.
In the meantime, contact Orlando Content Marketing if you need help developing or re-thinking your content marketing plan. We can help you analyze your existing content channels for effectiveness, identify untapped channels, and even create content to put on those channels!
Contact us to learn more about maximizing your content reach!