This is how we measure content marketing success

Doug Crescenzi
Aug 28, 2017 · 3 min read

We have a tendency nowadays to overcomplicate marketing. We try to measure everything. As a result, we abstract meaningless insights from a hodgepodge of confounding variables.

Perhaps we do this because of the overabundance of “sophisticated” digital tools available today. Or, maybe it’s because our thought leaders are constantly touting new and esoteric KPIs that we “need” to be measuring.

The reality is, measuring content marketing performance isn’t complicated. It’s intuitive, straightforward and distinct.

With that being said, achieving success with content marketing takes time.

The following speaks to the three phases of success we measure for a client when we institute our end-to-end content marketing strategy.

Phase 1: Credibility and Authority

First things first, we have to establish or further credibility and authority associated with our client’s brand. We do this by creating and sharing digital materials that are valuable and free (e.g., blog articles, social media posts, videos, email workflows, etc). Doing so requires a keen understanding of our client’s audience and the problems they face (we have a thorough Discovery process that helps us with this).

We then generate content that speaks to these problems and provides insight into how to address them. For instance, content that speaks to “lessons learned” or that breaks down “process driven solutions” are particularly effective. They prove understanding and are relatable.

As more quality content is generated and shared over time, our client eventually becomes a reliable and knowledgeable thought leader in their space. It becomes evident that they not only have a deep understanding, but that they also are passionate about advancing their community further. All of this is happening while at the same time they are inspiring interest in their products and services without explicitly promoting their brand.

Phase 2: Audience Growth & Engagement

After we’ve established credibility and authority, our client will begin to see more engagement. Engagement is key.

When it comes to engagement, we focus on the questions and comments a client receives from their audience or those who want to take part in a meaningful dialogue. “Shares” and “likes” are nice too, but not nearly as important. Questions and comments are a strong signal that the content is valuable, thought-provoking and resonating with the audience.

There are certainly quantitative metrics associated with measuring engagement, but qualitative data is more important. For instance, are they asking good questions? Are they communicating with one another? Where are they employed? What are there job titles? Are they furthering the dialogue and introducing more value?

Phase 3: Lead Generation & Conversions

Now that our client’s audience has grown and they’re actively engaging with the content, we’ll begin to see an increase in qualified leads and conversions.

This is when the magic happens. We’re now able to institute a content-conversion feedback loop where data and insights from the converting customers helps to inform future content decisions. At the same time, data and insights from the content helps to inform customer experience decisions (i.e., calls-to-actions, FAQs, upsell opportunities, etc).

Getting to this point takes time. It doesn’t happen overnight. For our clients to be successful and see a return on their content investment, they have to be willing to invest and commit to the strategy.

Take Away

It’s critical for the primary stakeholders involved in any content strategy to define how to measure success at the onset. Doing so mitigates ambiguity and helps ensure everyone is on the same page.

Additionally, it’s important to keep things simple and intuitive. There’s no reason to overcomplicate things with overwhelming amounts of data.

Lastly, measuring content marketing success with a phased approach provides a clear roadmap. It’s evident what must be accomplished and what goals must be satisfied in order for future objectives to be reached.

☞ Interested in learning more about our done-for-you content service?

We're a women-owned business that helps B2B organizations turn great ideas into software.

)

Doug Crescenzi

Written by

Upstate Interactive
Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade