[BLOG] How to measure the effectiveness of your content marketing efforts

[BLOG] How to measure the effectiveness of your content marketing efforts

THE THIRD POST IN OUR CONTENT MARKETING BLOG SERIES, SARAH ROSENBERG, HEAD OF MARKETING AT PHACILITATE PROVIDES SOME TIPS ON HOW TO MEASURE THE SUCCESS OF YOUR CONTENT MARKETING
Content marketing activities today are strategically targeted, planned and executed. But many people don’t know where to start when it comes to measuring the success of their content marketing efforts. It’s a complex process, and one that you probably won’t get right first time.  

Metrics are vast and varied. Particularly in cell and gene therapy, you’re marketing complex solutions in a highly regulated industry. Plus, with a long sales cycle, you cannot simply define the success of a content marketing piece by a sale.  

Whether you are currently defining your content marketing strategy, or you are already publishing content but don’t have clear goals and measurement processes in place, this blog post will help you.  

Before we dive into the individual key performance indicators (KPIs), let’s get started with a breakdown of the steps you should be taking during your initial planning process:
  1. Define goals for your content by asking yourself what you want to achieve by producing and distributing a particular content piece. Goals include brand awareness, engagement, education and lead generation. With stakeholders across sales, marketing and leadership it might be all three! Be realistic about what the potential outcomes could be though and what journey you expect the reader/viewer to make.   
  2. Set KPIs for each of your goals. For instance, if your goal is to increase engagement, time spent on page and pages per session would be good KPIs so start with. 
  3. Determine what tools you’ll use to measure your KPIs. Google Analytics, Hootsuite and Semrush can all provide great insights on performance.  
  4. Decide on the frequency that you will measure your efforts and adapt regularly.  

Measuring performance at each stage of the customer journey 

In my previous blog post, I spoke about the Customer Value Journey (CVJ). I referred to the Customer Journey Matrix and demonstrated how the type of content you produce depends on which stage of the journey your prospects are at. We’re now going to zone in on some of the measurement KPIs outlined in the matrix for three of the most important stages of your CVJ.  

Awareness 

If no one is landing on your website, your content won’t get seen, regardless of how good the content is. This is a common challenge for marketers in advanced therapies, and why it is even more critical that you have the tools in place to measure the wins that you do get.  

To interpret data on traffic, you’ll need Google Analytics plugged to your website. From this, you’ll gather insights on traffic related metrics. We define this as “views” in the table above, but to break this down further you are looking at metrics such as users, page views and unique page views.  

Traffic is a good way of measuring the popularity of your content, but it doesn’t reveal much about its performance. That’s where other KPIs in the awareness stage such as social interactions come in handy too.  

Engagement  

Engaging digital content has become essential. To understand if people are engaging with your content, you’ll need to track how long they are spending on your site. Time on page is the key metric to measure here. It’s a great way to understand if your content is hitting the spot as it indicates how prospects are interacting with your content. If you lack engagement, you’ll struggle to move prospects further along the customer journey.  

Conversions  

It’s up to you to determine what you consider to be a conversion and therefore a metric of success. For some businesses this is a webinar registration or newsletter subscriber and for others it’s a conversation that a prospect has with a member of the sales team. Tracking conversions will help you understand which content pieces lead to prospects committing their time or money to your brand.   

Conversions are a big indicator of content marketing success. When speaking with cell and gene therapy marketers, it was clear to me that a high quantity of conversions was not a desired outcome. High quality conversations between the right people was what mattered most.   

Closing thoughts  

With many companies now heavily investing in content marketing, there is an increasing pressure that comes with it to prove that it is generating results. While the above will give you some direction on what metrics are worth tracking, it’s important to remember that the work does not stop there. The final stage in this whole process is to translate these insights into action. Implement, measure, analyse and repeat!  

And as Peter Drucker once said, “If you can’t measure it, you can’t manage it.” 

If we can help you master content creation and measurement, let us know by emailing us here