fbpx
  • Tue. Sep 27th, 2022

#ContentWritingChat Recap: Measuring Content Marketing Success With Amanda Webb

May 17, 2022
#ContentWritingChat Recap: Measuring Content Marketing Success With Amanda Webb

You spend quite a bit of time, effort, and money when it comes to your content marketing efforts. So, don’t you want to make sure you’re seeing a return on your investment? Of course!

That’s why it’s crucial you take the time to measure your content marketing success so you can see what performs well and what doesn’t. This way, you’re able to focus on creating the content that’s going to generate the best results, allowing you to get more bang for your buck.

But how do you go about tracking this type of data? We’re breaking it all down for you in this month’s #ContentWritingChat. Let’s dive into the tips!

#ContentWritingChat Recap: Measuring Content Marketing Success With Amanda Webb

Welcome to another round of #ContentWritingChat, friends!

This month, we’re joined by Amanda Webb (@Spiderworking). She’s a digital marketer and will be sharing some tips on measuring content marketing success.

Be sure to give her a warm welcome! 😊 pic.twitter.com/313OvENGU3

— Express Writers | Your Content Writing Partner (@ExpWriters) May 3, 2022

Our guest host for this month was Amanda Webb. Amanda is a digital marketer who knows a thing or two about diving into your analytics to determine whether or not your content marketing efforts are paying off. After all, her mission is to help boost your ROI in business!

Q1: Why is it important to track the success of your content marketing efforts?

A1: Creating content takes time, a lot of time. Is that time being spent wisely? Are you spending time on the right thing?
You need to measure to know you aren’t wasting that time
PLUS most importantly, that you are delivering results for your or your client.#ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

As Amanda pointed out, it takes time to create great content. And because our time is precious, it’s important that we’re being smart about where we’re directing our attention. You wouldn’t want to continue investing a bunch of time into something that isn’t working out, would you? By measuring your content marketing success, you’re able to spend your time more wisely.

A1: By tracking the success of your #ContentMarketing, you’ll have a better understanding of what resonates with your audience. Then, you can create more of the content that WORKS. #ContentWritingChat

— Rachel | Mindset Coach + NLP Practitioner (@rachmoffett) May 3, 2022

When do a deep dive into your analytics to see how your content is performing, you’ll also gain a better understanding of what resonates with your target audience. This will allow you to create more of the content they want and enjoy.

A1. The first goal of content is to provide value for your target audience. Without measurement, you’re only guessing about whether or not you’re doing that. #ContentWritingChat

— Dana Lemaster (@DanaLemaster) May 3, 2022

Dana knows it’s all about providing value to your audience. But how will you know you’re providing value unless you actually review the data to see how people are responding to your content? You won’t! Tracking key metrics will allow you to create a more effective strategy moving forward.

A1: If content is king, why risk appointing the wrong content for your audience? Tracking helps determine what works, but it also helps a strategy evolve with the times.#ContentWritingChat

— Iron Horse (@ironhorseio) May 3, 2022

Don’t risk publishing the wrong content! Do the research to figure out what your audience wants to see from you and you’ll drive more traffic, engagement, and conversions.

Q2: How do you know which metrics are important to track? Should you track the same things for every piece of content or does it change with each content marketing campaign?

A2: Each piece of content needs a goal.
➙Is it designed to grow your audience?
➙Is it designed to improve brand awareness?
➙Is it designed to grow your email list?
➙Is it designed to sell?
When you know the goal measurement becomes easy.#ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

A2: Some metrics will be the same for every campaign.
✓You’ll want to know if you are reaching people.
✓You’ll want to know if the people you reach are consuming the content.
But after that, you’ll need different metrics depending on your goal.#ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

Always make sure to set goals for every piece of content you create. Amanda shared some great examples of common goals you might work toward, including building brand awareness, growing your email list, and increasing sales.

A2. Typically the most important metrics would be associated with your marketing goals as the most impactful with your audience. It may vary by campaign, especially if campaigns are being run for different objectives. #ContentWritingChat

— Andrew C. Belton, MBA (@AndrewCBelton) May 3, 2022

The metrics you track will always be tied back to your marketing goals. And as Andrew pointed out, this can vary by campaign depending on what the purpose of the campaign is.

A2: Determining which metrics to track ultimately goes back to the goals you’ve set for your content/campaign. This can change from time to time.

However, it’s always smart to track traffic, engagement, conversions, etc. #ContentWritingChat

— Rachel | Mindset Coach + NLP Practitioner (@rachmoffett) May 3, 2022

A few metrics that are always smart to track include: traffic, engagement, and conversions. Those are things we all want to see as creators.

A2: For me anything that starts a conversation and/or gets a sales conversion are important metrics for me. #ContentWritingChat https://t.co/cC79EUy7UT

— Carlarjenkins (@carlarjenkins) May 3, 2022

For Carla, it’s all about tracking conversations and conversions. Both are crucial metrics to pay attention to when you’re a business owner or marketer.

Q3: What about vanity metrics? Are they worth tracking?

A3: Everything can be a vanity metric even leads & sales.
You can get 100s of leads but they’re not good if they don’t convert.
You can get 6 figures in sales but is only relevant if you didn’t spend 7 figures to get there. #ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

A3: Things that are traditionally considered vanity metrics matter too.
Audience growth can be important, if you don’t have an audience no one knows about you.
But it’s not relevant on its own. Ensuring the audience is full of the right people is.#ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

Amanda offered some great insights on vanity metrics. And as she said, audience growth is great to track, but you want to make sure you’re building an audience of the right people if you want to see long-term success.

A3: Vanity metrics are useful if you are trying to gain buy-in. However, never let vanity metrics detract from your primary tracking and reporting.#ContentWritingChat

— Iron Horse (@ironhorseio) May 3, 2022

Just make sure the vanity metrics aren’t distracting you from the main goals of the campaigns you’re running.

Q4: When do you measure content marketing success? Weekly, monthly, quarterly?

A4: If you’re launching a new piece of content, strategy or campaign, monitor it daily.
This can tell you if there’s something wrong & give you an idea of the response.

Don’t act on a small data sample, wait at least a week before you draw any conclusions. #ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

A4: For ongoing content or strategies measure weekly or at the very least monthly. It will help you determine the direction of future campaigns. #ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

It’s clear that Amanda sees the benefit in regularly tracking key data for content marketing success. She suggests monitoring new content or campaigns on a daily basis. For more long-term strategies, she suggests monitoring data on a weekly or monthly basis. Doing this allows you to tweak your strategy as needed.

A4. I typically do a quick weekly review just to get a sense of how things are going as I promote the content and then monthly and quarterly I’ll do a deeper dive where I’ll identify trends and take it into consideration regarding the overall strategy. #contentwritingchat

— Andrew C. Belton, MBA (@AndrewCBelton) May 3, 2022

Andrew likes to do a weekly review to get a sense of how his content is performing. He also does monthly and quarterly reviews, which allow him to go deep into his analytics and gain a better understanding of how his content is performing.

Q5: What are your go-to tools for tracking the success of your content marketing efforts?

A5: Google Analytics are your best friend.
Make sure you set up goals if you are still using Universal Analytics.
If you’ve made the move to GA4 set up Events and Conversions#ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

A5: I use Toggl to track the time I spend on marketing content and promotion: https://t.co/aiG6E9GU7Y
Time is money (or so they say) so it’s important to monitor how much time content is taking.#ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

Amanda shared a few great tool suggestions, including Google Analytics, which is a staple for any content creator. She also recommends using a time tracker like Toggl. This allow you to see how much time you’re spending on marketing tasks.

A5. My go-to tools are Google Analytics and Hootsuite. I like to receive regular automated reports. #ContentWritingChat

— Andrew C. Belton, MBA (@AndrewCBelton) May 3, 2022

Andrew’s favorites include Google Analytics and Hootsuite. If you use a third-party social media scheduling tool like Hootsuite, their analytics will be so helpful in measuring content marketing success.

A5: #GoogleAnalytics #Later and #FBBusinessSuite are my top 3 tracking tools. #ContentWritingChat https://t.co/6OW5rgW35H

— Carlarjenkins (@carlarjenkins) May 3, 2022

For Carla, it’s all about Google Analytics, Later, and Facebook Business Suite. These are worth checking out if you haven’t already.

a5
➡ each platform gives us a set of analytics that can be sufficient for us to track the success of your content marketing.

also, consider having a data analyst in your team.#contentwritingchat

— joana rita sousa 🦄 💩💎 (she/her/ela/a) (@JoanaRSSousa) May 3, 2022

And don’t forget! There are built-in analytics for many of the platforms we use on a daily basis. For instance, Twitter has analytics that provide a wealth of information about your content and your account growth.

Q6: What do you do when you’re not seeing your desired results? What strategic actions can you take to drive more traffic, engagement, and sales?

A6: If you’re not seeing the results you expected devise a theory for why this may be and then test it.
For example:
➙Is it the headline? Test different headlines
➙Is it too long? Test a shorter version
➙Is the call to action wrong? Test a different CTA#ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

A6: Don’t be afraid to give something up if it’s not working. But gather a decent sample size before you make that decision.
Decide in advance what that sample is.
⏱It could be time: A week, a month, a quarter
👀It could be views: 100, 1k or 10k #ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

A6: Before you axe something look for the ‘Covert Benefits’. These are results that don’t lead directly to sales but provide other benefits.
Eg; New clients always mention my Digital Coffee show, it doesn’t drive direct sales but it builds trust so people buy.#ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

Sometimes the content you worked so hard to create doesn’t perform as well as you’d hoped. It happens to the best of us and is no reason to be discouraged. Instead, follow Amanda’s advice. Figure out why your content is working by tweaking different elements to see if anything changes. You can swap your headline or test different CTAs to see what works best.

There’s no shame in abandoning a content format or strategy that isn’t working for you. Just make sure you’ve allowed ample time to measure your success to see if there are any benefits before moving onto something else.

A6. For published content, creating new fresh copy and images can be effective, as well as adjusting the times that the content is shared on social. For newer content, implement the elements above that you’ve seen previous success with. #ContentWritingChat

— Andrew C. Belton, MBA (@AndrewCBelton) May 3, 2022

Updating copy and adding new images can go a long way to refresh your content and drive more interest. And as Andrew said, something as simple as changing your posting schedule on social media can make a huge difference when it comes to driving impressions and engagement.

Q7: When is it worth putting advertising dollars behind a piece of content to generate more attention for it?

A7: If your content isn’t working, don’t immediately put money behind it.
If it’s not working organically, chances are it won’t work in an ad and it will be expensive to promote it.

Instead, rework it until it performs and then put ad spend behind it.#ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

A7: Put ad spend behind sales content so that the audience you have built and nurtured will see it. They are the people most likely to buy.
But always test that sales content (you can do that within the ads interfaces).#ContentWritingChat

— Amanda Webb – Digital Marketer 👩‍💻 (@Spiderworking) May 3, 2022

Amanda’s advice is to not put money behind a piece of content that isn’t performing well organically. She suggests making some tweaks to boost performance before putting a portion of your advertising budget behind it. She also said it’s smart to put money behind sales content so you can increase conversions.

Want to join the next #ContentWritingChat? It happens on the first Tuesday of every month at 10 AM Central. Just follow @ExpWriters to stay updated.

The post #ContentWritingChat Recap: Measuring Content Marketing Success With Amanda Webb appeared first on Express Writers.

This content was originally published here.