In order to determine whether your content marketing campaigns are successful, you need to work out what you are trying to achieve. Set a goal such as links to content, social shares, revenue, traffic or transactions, for example. Once you’ve set this out, it’s easier to work out how well your content is performing.
- Google Analytics
Google Analytics is a free tool that you can use to determine the success of your content marketing campaigns. It’s easy to use and it gives you access to a range of data such as which content pieces are performing very well and which pieces aren’t performing very well. Once you’ve analysed your content that isn’t performing well, you may be able to come up with ways to improve your content to bring them in line with the higher performing pieces on your site.
You could also look at bounce rates. If you have a blog and your bounce rate is quite high (around 80% – 90%), you could look at ways to bring this down. Sometimes, simple website design changes will help decrease the bounce rate on your site.
- Buzz Sumo
Another tool that you can use to measure the success of your content marketing campaigns is Buzz Sumo. There are free, paid for and premium versions of this tool – obviously the more you spend, the more functionality you will get. This tool gives you access to engagement rates. You can put your domain name into the tool and it will show you which the strongest performing pieces of content are. This is based on social shares as opposed to links. You can also set up media monitoring in Buzz Sumo so that you will be notified when any website mentions your brand name.