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15 Content Marketing Metrics Your Platform Must Track

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11 B2B Content Ideas to Fuel your Marketing (with Examples)


You’ve probably read a million articles about content marketing by now, but with 88 percent of B2B marketers using the process every day and another 76 percent planning to in the future, you’d better start taking content marketing seriously. Your competitors are using it, and you don’t want to fall behind.

But it’s not enough to use content marketing. You have to use it properly.

Otherwise, what’s the point? But using it properly requires you to measure your content marketing’s success in a meaningful way.

Tracking the success of your content marketing not only measures how effective it is but tells you what you need to improve. But by what metrics do you measure the success of your marketing?

More than 60% of marketers surveyed ranked “leads” as the most important KPI for measuring the success of their content marketing program. However, while leads are important, they don’t always give you the specific data you need to make your campaigns better.

The key is to find metrics that will lead to actual results and improve your ROI. The more ROI you get from your marketing efforts, the more successful you will be as you get more out of doing less.

Let your marketing drive your traffic and sales!

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This guide will look at metrics that will measure the success of your content marketing. We will specifically be looking for metrics that give you data-driven methods to improve and increase your ROI.

Social shares

Social media is a significant hub for content marketing, and how often your content is shared is an excellent way to keep track of how engaged your audience is with your content. Most social media platforms have analytics that give you much of this information, but you may want to dive deeper.

A tool like BuzzSumo can help you identify which topics and articles are being shared the most, giving context to what is being shared and why. Of course, what tools you use and what data you gather depends on the goals of your content marketing campaign but what content is being shared is a fast way to estimate your success on the platform.

Assisted conversions

Assisted conversions can be found in Google Analytics and give you an idea of which channels a prospective client used before taking whatever action you want them to take. The closer to zero the analytic is, the better.

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You are looking for someone consuming the least amount of your content while still performing the wanted action. This metric shows that the piece of content they consumed, specifically, drove them to your site to give you a better sense of how your marketing is working.

SERP ranking

SERP stands for social engines research page and measures how well Google thinks your content responds to a customer’s search question. This ranking is, of course, vitally important as most people are not going to be looking specifically for your content when they search Google for something.

Your SERP ranking can be broken down into several specific categories depending on your marketing goals and give you an idea of what content is driving the top of your funnel. In addition, because this metric tracks the connection between a potential client’s query and your content, it gives you a better idea of what your customers are searching for.

Pageviews

A pageview is a basic but valuable metric that tells you how often your page has been viewed. Although it does not tell you what action the customer took after viewing the page, it does give you some measure of how engaging the content is.

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You can look at how often your page was viewed or the average time people spend viewing your content. Either way, it gives you a place to start when wondering about the effectiveness of your content marketing.

Unique pageviews

Like pageviews, this is a fundamental metric to understand how often your content is being engaged; however, unlike ordinary pageviews, this tells you only when you are attracting new visitors. So, although customer retention is more important, you still want to find out when you get unique views.

Presumably, an increase in unique pageviews means your new content marketing project is engaging. As new people visit your content, you have a hope of converting them into regular customers.

Customer retention

While you always want to be adding new customers, it is even more important to keep your old ones coming back. Retaining old customers is much cheaper than getting new ones, so to get a good ROI, you want as high of a customer retention rate as you can get.

By looking at this metric, you’ll get an idea of how often a customer visits your content and how much time passes before they return. This information will help you decide when to add new content to keep your old customer coming back.

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Sales cycle velocity

It stands to reason that if your content marketing is working the way it is supposed to, you should see a reduction in your “time to sale.” But, again, you can use analytics to track this or have your sales team catalog when first contact happens to when a sale occurs and compare that to your average “time to sale.”

Pages per session

Pages per session track how many pages a viewer looks at in a given session. By looking at this number over time, you can understand how enraging your content is.

If your pages per session stay high, your content is being successful at engaging customers. If low, it might be time to switch up your content marketing campaign.

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CTR (click-through-rate)

CTR lets you know how your keywords and meta descriptions get people to click on your content. After all, your content marketing can’t succeed if no one can find it.

Creating meta titles and engaging descriptions is a skillet all on its own. If your CTR is low, you need to find someone who is better at getting people invested in your product.

Customer sentiment

The most accurate test of how people feel about you is what they’re saying about your product on social media. Many apps can find any mention of your brand’s name and alert you to what is said.

A true test of how well your content marketing is working is if it’s actually changing your audience’s perspective. If you can see your audience’s esteem grow in real-time, you’ll know your project has your desired effect.

Traffic sources

Traffic sources let you know where the traffic to your website is coming from, whether it’s referrals, direct, or from searches. Traffic sources ignore any traffic you are getting from paid ads so that you better understand how your content marketing is driving traffic.

The analytic also give you an idea of what channel people are taking to your website. Whether they’re fending you by word of mouth or keywords are good enough that people are finding you through a Google search.

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Bounce rate

Looking at the negatives gives you as much information as the positives. For example, bounce rate lets you know how many people left your site without interacting.

Your engagement may be high, but if your bounce rate is also high, people are coming to your site but not following through. When this happens, you need to retool your marketing measure to take what action you’d like people to take more straightforward.

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Post engagements

How and if a person reacts to your content reveals how successful your marketing campaign is. Comments let you know that your customer cared enough about what you created to say something.

What your customers say helps you redefine what your marketing campaign will look like. Similarly, a lack of comment may mean that your content isn’t creating enough of an impression to be commented on.

Pipeline contributions

It’s great to have people at the top of your funnel, but at some point, you want them to come down the pipeline and become customers. Looking at pipeline contributions metrics helps you know how your webinars and EBooks drive traffic to your site.

The whole purpose of content marketing is to drive traffic to your site, but if you aren’t converting them, you need to rethink your strategy. Knowing how well your pipeline contribution works lets you know if you need to rework your marketing efforts.

Page depth

Page depth lets you know how many pages people visited on a trip to your site. It also gives you an exciting way of analyzing the engagement produced by your content marketing.

Although, ultimately, you want your customer to buy your product or service, a high page depth can give you an indication that your content is creating curiosity about your product. Then you need to figure out how to convert that curiosity into sales.

How Welcome can help

Now that you’ve analyzed the metrics of your content marketing project, how do you take the next step? If you want to leverage‌ ‌real-time‌ ‌search‌ ‌data‌ ‌and‌ ‌recommendations‌ ‌that‌ ‌help‌ ‌inform‌ ‌your‌ ‌content‌ ‌strategy,‌ ‌optimize‌ ‌content‌ ‌so‌ ‌that‌ ‌it‌ ‌ranks‌ ‌well‌ ‌for‌ ‌search,‌ ‌and‌ ‌ensure‌ ‌it‌ ‌resonates‌ ‌with‌ ‌your‌ ‌audience, Welcome can help.‌‌‌ 

Ready to take your content marketing to the next level? Get started with a free Welcome account today!

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How is the Blockchain Shaping the Digital Marketing Automation Tools?

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How is the Blockchain Shaping the Digital Marketing Automation Tools?

It is no doubt that most of us are aware of what blockchain is and how it has shaped the future of digital marketing automation. If you are reading this article, then you might be wondering what exactly is the difference between blockchain and digital marketing automation?

What Exactly Is Blockchain? The blockchain is a decentralized ledger system that records transactions between two parties. A block stores information about previous transactions, so each block contains a link to its previous transaction’s record to prevent double-spending.

The users will have their copy of the record on their device so they can keep track of all the changes made in that particular chain by any member of the network.

The Blockchain Is Creating a New World

The blockchain is a new technology. It’s based on the idea of decentralization and peer-to-peer networks, which makes it different from traditional centralized systems. Blockchain technology uses a distributed ledger to store information, making it impossible for a hacker to modify the data stored on the network.

The blockchain can get used in many ways, including cryptocurrencies like Bitcoin or Ethereum. But it also has applications in other industries such as digital marketing automation tools where marketers need fast access to information about their customers or prospects without having to go through an intermediary (like Google Analytics).

Some companies have started using this technology as part of their product offerings by providing users with access to their data through APIs that they can use however they wish (for example: visualizing trends over time).

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How Digital Marketing Automation Tools Work

Digital marketing automation tools work by task automation like sending emails, creating landing pages, and tracking the performance of your marketing campaigns. These tools can help you save time and money by automating tasks.

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For example, let’s say you want to reach out to more leads on LinkedIn but you don’t have time to send them an email every day. With a digital marketing automation tool like HubSpot or Marketo, you can set up an autoresponder sequence that will send out emails automatically so all you have to do is check-in once in a while and make sure everything’s running smoothly.

Prepare for the Future of the Blockchain Marketing

As technology continues to evolve, the blockchain will play a pivotal role in digital marketing. This is because it offers a secure and reliable platform that marketers can use to communicate with their audience. In addition, it also provides better transparency than traditional marketing methods because of its decentralized nature.

Below are some of the ways that marketers can benefit from using blockchain:

  • Security: The blockchain offers greater security than traditional methods of digital marketing since it doesn’t rely on central servers or third parties.
  • Efficiency: Using blockchain technology means there’s no need for middlemen or intermediaries when conducting transactions online. This improves efficiency by cutting out unnecessary steps between two parties looking to transact business with one another; this saves both time and money for both parties involved!

Secure Digital Marketing Tool Designed on Blockchain

A digital marketing tool designed on blockchain will be more robust and secure. Blockchain technology is a decentralized, distributed ledger technology that helps in recording transactions between two parties efficiently.

It also ensures that the records cannot be tampered with once they get recorded. This means that if you buy a product from an e-commerce website and pay for it using cryptocurrency (a form of digital currency), then no one can hack into the system and change your transaction record to avoid paying you the money.

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In general, blockchain offers marketers several benefits:

  • It allows for better data sharing and storage than traditional databases
  • It offers enhanced security features because there is no single point of failure
  • It can help companies boost productivity by integrating both humans and machines

Blockchain Protocol That Ensures Safety, Security

Don’t worry, you can still use digital advertising. You just need to trust the blockchain protocol that runs it.

Ad-blocking software has made digital advertising ineffective already and will soon make all digital advertising completely ineffective. You see, if you are using ad-blocking software on your computer or mobile device, then you’re not seeing any of the ads being served to people who aren’t using ad blockers.

This means that advertisers must pay for each impression (or view) of their ads, even when those impressions do not get seen by anyone at all!

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By adopting a blockchain protocol for their digital advertising campaigns, marketers and publishers can verify which impressions are being seen by humans and prove whether or not they were delivered effectively before paying for them.

It is worth mentioning that the benefits can be multifold as is already visible from the other spaces like the cryptocurrency markets. Numerous traders are gaining from the rising cryptocurrency prices. So, digital markets too must watch out for this technology.

The entire industry benefits because everyone is working together instead of trying to scam each other through fake views on fake websites with fake content created solely for financial gain without any real value-added back into society whatsoever!

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Digital Technology Is Changing Everything

You probably already know that digital technology is changing everything. But what you may not realize is that blockchain is one of the biggest and most important digital technologies to come out in years.

Blockchain can be a difficult concept to grasp, but it’s worth learning about because it’s changing the way we do business, marketing, and advertising—even as we speak! The best place to start learning is by understanding what blockchain means. It’s essentially a decentralized database that allows information (such as financial transactions) to be stored on multiple computers rather than in one location. This makes it more secure than traditional databases which are usually stored on just one server or computer system.

Conclusion

As you can see, the blockchain is changing the way we interact with technology. It’s also changing how we experience marketing automation tools, and how they work. The future of digital marketing will be shaped by this new technology, which means marketers need to start exploring how it can be applied to their jobs now.

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