Engagement is more important than scope when working with content marketing. You have probably heard this many times, and it is of course true. But how do you measure engagement in the right way? And is there really a right way?
The Content Marketing Institute recently published an article by Andrew Raso, founder of Online Marketing Gurus, who goes through the basics of what is meant by ‘engagement’. By all means read it, but with a pinch of salt.
Andrew Raso argues, knowledgeably and with good examples, why one should measure conversion instead of scope, scrolling depth instead of session time and comments rather than divisions. He is right most of the time, but forgets one important detail – it is the big picture that counts!
Without scope, you cannot create engagement; without engagement you cannot create conversion; and without conversion, you cannot increase your sales. It’s as simple – and difficult – as that.
So, where should you start?
There are five types of metrics as every marketer knows, but they are easy to be careless with. They form the basis of how to measure the impact of content marketing. If you know them, you can measure the overall effectiveness of your marketing.
What content are your recipients consuming, and in what way? On what channels, in what format and at what times? How can you create content that is consumed more?
What kind of content are recipients sharing? When, where and how much they share? How do you change this over time and what can you do to encourage the sharing of your content?
3. Lead generation
How, when, and at what cost are recipients converted with the help of your content? How can you develop and improve conversion possibilities to achieve better and more cost-effective results?
How, when, and at what cost will your leads turn into paying customers? How can you speed up the process, make it more efficient or more measurable?
How and in what way does awareness and perception of your brand change over time with the help of your content? What content works best, and why? Can you, with help from the content, change or improve the image of your brand more effectively?
There are thousands and thousands of ways to measure the effectiveness of content marketing. Choose the way that suits your business. Although many experts want to simplify the process, it is always the big picture that counts. How many people does your content reach, what do they do with it and what does it lead to? If you can answer these questions then you can measure the impact of your content marketing.
Want to know more about how to measure the impact of content marketing? Download our latest guide.