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7 Content Marketing Metrics to Consider for Continued Success

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7 Content Marketing Metrics to Consider for Continued Success

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No business can survive without customers. While customer retention is incredibly important, attracting new customers is essential to growing your business. Because of this, customer acquisition should be a top priority for business owners. This begs the question, how do you get new customers or clients in the literal or figurative door?

Traditionally, your sales team will engage with your potential customers, sending emails, making phone calls, and visiting them in person depending on the nature of your business. Though this approach is often effective, is it the most efficient use of your employees’ time?

Many successful businesses have decided that it would be better for the customers to come to them, rather than them go to the customers. One of the ways to do this is to take an inbound approach and implement a content marketing strategy.

This is a great move for most businesses, however, when you incorporate a content marketing campaign into your overall strategy, you’ll want to ensure you’re seeing a return on your investment.

Content marketing is a type of marketing where you create and share online content in order to spread awareness about what you do and create interest in working with or purchasing from your company.

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Earlier, we mentioned how salespeople will interact with potential customers multiple times. Why do they do this? These multiple contacts are so that when your potential customer is ready to be an actual customer, your business is top-of-mind.

Content marketing seeks to do the same thing, but more efficiently. By creating content in the form of blogs, videos, or social media posts, you can position your business as the “go-to expert” in your field. Essentially, you become the brand people find and think of when they are having a problem.

As important as this is, content marketing works in another important way. As a consumer, what do you do when you have a problem? If you’re like millions of other people, you ask Google how to fix that problem. You may not even know how to communicate what’s wrong, but Google magically knows and directs you to the answers you need.

When you engage in content marketing, you become the answer that your potential customer is searching for.

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Does it work? According to the Content Marketing Institute, content marketing leaders experience nearly eight times more site traffic than non-leaders.

Need more convincing? Demand Metric says that content marketing costs 62% less than outbound marketing, and generates three times as many leads.

What are content marketing metrics?

Is content marketing a good strategy to incorporate into your business? Probably. But, it takes time and energy to plan and resources to execute. Just like any other strategy, you would think to include, you’ll want to make sure that you’re seeing a healthy return on investment (ROI) for your effort.

In order to do that, you’ll need to become familiar with content marketing metrics. With these numbers, you’ll be able to determine if what you’re doing is making an impact as is, if you’ll need to tweak your approach, or if you’ll need to abandon it altogether in exchange for something else.

Content Marketing Success Metrics

While there are hundreds of specific metrics out there you could use to determine whether or not your content marketing efforts are making enough of an impact to justify their costs, there are a handful of metrics that are essential. Incorporating the following numbers into your content marketing metrics dashboard will give you a great understanding of your performance and effectiveness.

1. Traffic Sources

It’s wonderful to discover that people are consuming your content. But, how did they find out about it? A truly successful content marketing plan will attract new potential customers through engaging content. On the other hand, you may also be creating more engagement with past customers or on-the-fence potential customers. This is still good as it can create repeat business and help you stay top-of-mind.

Either way, it’s important to know how readers have made their way to your content. To find traffic sources to your blog or website, you can use a platform such as Google Analytics.

2. Impressions

How is your content doing? Does Google recognize that you are an “answer” to the searcher’s problems? Using Google Search Console, you can determine how many impressions your content has received. The more impressions, the more people you’ve reached.

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3. Click-through-rate (CTR)

Impressions or views of your content is important, however, without acknowledging your CTR or click-through rate, you won’t be able to fully understand whether or not your content is effective.

More people may be viewing or consuming your content, but is it moving them to action? Are they visiting your website? Are they learning more about your products? Understanding your click-through rate provides this insight.

4. Content Shares and Backlinks

You’re putting out good content (hopefully!), but is it good enough to share? The true test of your content is whether or not people find it useful or interesting enough to share with their own audiences.

Bonus, the more your content is shared, the more Google sees it as the “solution” and shows it to more people. If you’re posting on social media, shares are easy to determine. If you’re looking at blog content, you can use a tool such as BuzzSumo or Ahrefs.

5. Email Opt-in Rates

Click-through rates are important to know if your readers are taking action on your content by visiting your website. However, if they don’t buy right away, are they giving you the opportunity to capture their information and connect with them in the future?

When your content marketing is performing well and truly doing its job, readers will be comfortable sharing their contact information with you and eager to hear more of what you have to say, and potentially purchase your product or service in the future. Your email marketing software can give you this metric.

6. Bounce Rate

Ideally, once people land on your website, they’ll take the time to explore, digest some of your content, and buy. Sometimes though, you’ll see a high bounce rate because people have navigated away from your website immediately after they were directed there. This could be due to slow-loading, a poor user experience, or different content than they expected.

It’s important to know your bounce rate and then understand what’s causing it. This helps you avoid putting all the time and effort into creating quality content, only to find that something on your website is turning off potential customers.

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7. Keyword Rankings

A big part of content marketing is selecting the right keywords for your desired audience. Ultimately, the question is “what are your potential customers searching for on Google?” Once you’ve figured that out, you can incorporate those words into your content and ideally, be found more easily.

However, keywords change over time and you’ll need to make sure that you are being successful in your endeavors. Review the keyword rankings using SEMRush or Google Search Console and tweak your keywords or your content when it’s not performing well.

Content Marketing Dashboard

If you’re looking to keep your metrics and data organized, consider creating a content marketing dashboard with up-to-date visuals of the key metrics you want your team to track. When content marketers are clear on their goals, they are in a better position to meet and exceed them.

The ideal content marketing metrics for you to use will be determined by what your goals are with your content marketing strategy. If you are looking to increase brand awareness, you will utilize different metrics than if your primary goal is to increase sales of a specific product or increase turnout for your next event.

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MARKETING

8 Best Tactics to Lead a Team with Zero Experience

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8 Best Tactics to Lead a Team with Zero Experience

‘How to lead a team?’

This is a burning question for team leads, especially first-time managers.

The ultimate purpose of team leads is to encourage and help their team deliver peak performance while nurturing their skills. They need to establish clear expectations and supervise their team to achieve business goals efficiently.

However, developing effective leadership skills requires considerable experience. To lead a team with zero experience can be thus daunting and overwhelming.

If you are a first-time manager, you should embark on your journey by understanding your role and responsibilities. Taking small yet thoughtful steps will help you develop essential leadership skills.

In this post, we will share the eight best tactics that will help you lead a team with zero experience.

Key Tips to Lead a Team with No Experience

Here’s the comprehensive list of best tips and practices to help you lead a team successfully.

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#1: Admit Experience Limitations to Your Team

Helen Hayes once quoted –

“The expert at anything was once a beginner.”

These words accurately describe the fact that one cannot earn expertise overnight. It takes determination, time, and hard work to sail through the process.

So, if you want your team to thrive, you need to be honest with your team. Don’t conceal the fact that you lack leadership experience. Admitting experience limitations to your team will make them considerate of your situation. This will create a bond of understanding between you and your teammates.

Here are a few tips that’ll help you overcome your experience limitations.

  • Stay Focused: Unless you understand the client’s requirements, you won’t be able to guide your team. So, keep a sharp focus on everyday tasks.
  • Be Proactive: Participate actively in all the tasks to keep your team engaged and motivated.
  • Embrace Humility: Be open to listening to your team’s perspective. Embracing different viewpoints will help you deal with tricky situations with ease.

#2: Have the Confidence to Lead a Team

According to Gallup, managers that lead a team successfully have the following traits.

  • Ability to motivate and engage their team
  • Assertiveness to drive outcomes
  • Confidence to overcome adversity
  • Ability to build transparent relationships

Out of these traits, confidence is the most pivotal.

The reason? A leader’s confidence impacts their team’s confidence.

While it’s true that you lack experience, it doesn’t mean you can’t lead a team and make it big.

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Don’t let your experience impact your confidence.

Develop a constructive mindset to empower your team. Focus on improving your problem-solving skills and get involved with your team in the projects. Understand your teammates’ strengths and weaknesses to gauge their potential, thereby delegating tasks to the right people.

Show your human side and stay honest about everything to be approachable. If you commit a mistake, accept it openly in front of everyone. This will make your teammates comfortable working with you.

The key is to lead by example. This will help you stay confident and increase your chances of achieving desired business outcomes.

#3: Create Open Door Communication Policy

An open-door policy signifies a set of protocols encouraging employees to discuss their queries, challenges, or suggestions with their senior-level managers.

Since communication is a key to building efficient teams, an open-door policy can be a game-changer for you. It can help create and maintain a transparent and unbiased work environment by improving the communication between you and your team.

No wonder, leading companies like IBM follow an open-door policy to promote effective communication at the workplace.

Here are a few tips to consider.

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  • Communicate Expectations: Create a brief outline stating the communication rules. Further, educate your team about how it works and its benefits.
  • Set Boundaries: Providing a solid communication ground to your team is good, but without boundaries, it can lead to the loss of valuable time.

For instance, you can allow your employees to walk in the cabin at any instant. If this doesn’t seem feasible, you can standardize the process. Ask your team to book an appointment for the discussion.

#4: Reach Out to Experts for Assistance

Dealing with conflicts, doubts, and distractions may seem draining as you progress in your managerial journey.

Take the help of a mentor to cope with tricky situations.

An experienced mentor can help you develop decision-making skills while gaining a new perspective on leading a team. With their guidance, you can move on an upward trajectory and establish yourself as a strong leader.

Here are a few ways to connect to an experienced mentor for guidance.

  • Professional Network: Reach out to people in your professional network with expertise, experience, and industry knowledge.
  • Social Media: Leverage the power of social media channels like LinkedIn, Reddit, and Quora. These platforms have a plentitude of subject matter experts and industry leaders.
  • Comprehensive Platforms: Count on platforms like GrowthMentor and TheMuse to discover the best leaders from your industry.

Pro Tip: Become a part of the About Leaders community, where industry leaders share valuable advice and tips on positive leadership. Reading researched and well-written blog posts shared by experts on About Leaders will help you develop a leader-like mindset, thereby preparing you for success.

Besides, you can enroll in leadership-building courses by About Leaders, trusted by 30,000 international leaders.

#5: Set Clear and Realistic Expectations

Setting clear and realistic expectations for your team reduces the chances of project failure. It helps the team members understand their responsibilities and create a solid strategy to meet the expectations.

Here are a few tips for setting clear expectations.

  • Emphasize Goals: Define actionable objectives for each member. The goals should be specific, measurable, attainable, relevant, and time-bound (S.M.A.R.T).
  • Make Employees Accountable: Set milestones according to your team members’ skills and experiences. Set realistic deadlines to ensure successful project completion.
  • Track Your Team’s Progress: Keep a tab on your team’s progress by implementing productivity tracking tools like Trello and Toggl. These project management platforms can help you monitor your team’s performance, thereby boosting the chances of your success.
  • Share Timely and Honest Feedback: According to ClearCompany, daily feedback improves employees’ engagement by 3x. So, try offering feedback at the end of the day or at least in a week to boost team collaboration.  

#6: Provide Resources to Help Your Team

To be a good leader, you should support your team with a well-constructed tech stack. This will not just simplify and streamline their tasks but also increase their trust in you as a leader.  

For instance, if you are leading a team of sales reps, implementing customer relationship management (CRM) software can help your team collect customers’ data. This can boost their work efficiency and help them achieve their goals.

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The key here is to talk to the team and understand their challenges. Based on pain points, offer resources like task automation tools, communication platforms, and CRMs. This will help your team communicate, collaborate, and stay organized and efficient.

Pro Tip: Create a culture of learning and knowledge-sharing by organizing brainstorming sessions. Allow your team to collaborate once a week and discuss innovative ideas. You can even arrange monthly webinars or seminars by inviting guest speakers. This will foster a happy and productive environment, thereby keeping your team motivated.

#7: Ask For Feedback at the End of the Project

As a first-time manager, you should keep learning and improving your leadership skills.

Your team’s feedback on your leadership can help you lead with high effectiveness.

So, ask your team what went right and wrong during the task.

Here are a few crucial questions to consider:

  • In what ways can I improve team communication and time management?
  • Did I do justice to my role?
  • What skills can help me lead a team efficiently?
  • Do you consider me a fair and unbiased leader?
  • Do you trust me for our upcoming projects?

Encourage them to offer honest feedback on your role as a leader. This can help you understand your team’s perspective on your leadership style.

#8: Reward Your Team for a Good Job

Acknowledge and reward your team for a job well done.

This will let your team know their contribution and effort are highly valued and appreciated.

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What’s more? Appreciation can boost their morale and motivate them to perform even better in the future.

Notice the following screenshot of a survey conducted by O. C. Tanner. As you can see, it reveals that employee recognition is the most vital driver of great work.

Here are a few tips to reward your team.

  • Offer Time-Off: Allow your team to take some time off and unwind. This will promote a healthy work culture.
  • Share Thoughtful Gifts: Give small gifts such as chair massages, movie tickets, and more.
  • Offer Non-Monetary Gifts: Rewards don’t need to be monetary always. You can give them a quick shoutout in an email with kind words. This will make them feel valued.

Summing Up

Team management is a challenging task.

Lack of experience can make it further difficult for first-time team leads to justify their role. They need skills, a learning attitude, and patience to develop a good rapport with their teammates.

The shared tips can boost your confidence and help you establish yourself as a trustworthy leader. So, follow these tactics to find your footing as a manager.

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