Content | February 5, 2018

5 Common Problems You May Come Across When Measuring Content

Any marketing professional worth their salt knows that content marketing is an effective technique that drives results. Yet, with businesses investing more and more money into content marketing, it’s vital that marketers learn how to measure their results.However, there is a problem with measuring content, and it all boils down to a mere lack of understanding.

Whilst it’s great news that 88% of marketers are integrating content into their marketing strategies, there are still concerns over effective measurement and getting the best ROI. In fact, research from the Content Marketing Institute suggests that 59% of marketers didn’t know or weren’t sure what a successful content marketing strategy looks like. This goes to show that producing great content is only half the battle.

Businesses also need to ensure content is serving a purpose rather than just getting lost in the abyss of wasted content on the web. Understanding how to measure the success of content marketing is the key to your business’ success. In this post, we’ll explore the most common problems businesses face when measuring content.

Problem #1: Getting started

When you adopt a new marketing strategy, it can feel overwhelming and measuring ROI becomes a potential nightmare. If you’re new to the world of content marketing, tracking website traffic is a great indicator of what’s working and what isn’t. Then, once you’ve been in the game for a while, you need to be tracking more than just your website traffic. At this point, the KPIs you need to pay attention to include:

  • Leads generated
  • Conversion rate
  • Direct sales

Measuring metrics allows you to prove that content marketing works, but it also gives you an invaluable insight into how you can improve your strategy. The most common problem with content measurement is that marketers merely use it to prove that content marketing works, yet the data is powerful and you can do far more with it.

Problem #2: Failing to set goals

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When businesses first embark on their content marketing journey, they often start by creating a company blog and signing up for each and every social media channel. Whilst the intentions are good, they often lack a clear-cut strategy, which means they don’t see the results that they want and eventually give up altogether. More often than not, this is because they haven’t actually set any goals, so it’s impossible to measure success.

It’s important to remember that success looks different to different people. Whether you’re using content to increase sales or to boost audience engagement, achieving your business goals will require a unique approach. If you aren’t clear about what your goals are, it becomes all too easy to track the wrong metrics.

For example, if lead generation is your only goal, merely analysing your social shares isn’t going to help you to achieve success. If you want to see how your content is working for lead generation, click-throughs and conversions will tell you what you need to know.

Of course, most businesses will have multiple goals, but identifying the most important one is critical if you want to create a results-driven strategy. If you prioritise your goals, these will form the backbone of your content marketing strategy and give you something to base your KPIs on.

Problem #3: Letting your data gather dust

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It’s not enough to merely set-up all of the sophisticated goal-tracking tools and analytics accounts. Once you’ve obtained the data, the journey is just beginning.

It’s surprising just how many people fall down at this hurdle, but your data is pointless if you’re not leveraging it in a way to improve your strategy. The best thing about tracking goals and measuring metrics is that it gives you the opportunity to improve your strategy.

Every time you create something new, let the data guide you. If something isn’t working, it’ll be highlighted in your data. This means that you can quickly adjust your strategy to give your customers what they really want.

Content marketing is fast paced and it seems to be constantly evolving, so it’s important to try new things and your data will show you the best opportunities to do so. If you truly want to succeed at content marketing, you should always be moving forward. And by harnessing the power of your data, you’ll stand out for all the right reasons.

Problem #4: Giving up at the first sign of trouble

If your graphs and data are disheartening, there’s still time to turn it around. Even though it might not be what you want to see, this data will still prove to be insightful. If you’ve seen a dip in engagement, ask yourself why. At one point or another, most businesses will fall into a rut where they’re seeing a steady decline in engagement, but it’s important not to give up. Make time to conduct a weekly check-in so that you can stay on top of your data and find a way to improve.

Problem #5: Losing sight of the bigger picture

Remember, graphs don’t always show the full extent of your graft. Whilst it’s great to be able to track your content with data, it’s worth remembering that there are other elements to success that a number might not reflect. Things like increased customer retention and improved relationships won’t necessarily show up on a graph, so it’s important that you don’t get so bogged down with graphs and data that you’re too fearful to try new things. Being able to track and analyse metrics is powerful, but it’s also important that you don’t lose your creativity.

Fed up of problems?

If you’re struggling to make sense of your content marketing metrics, it might be worth talking to a professional. Find out more about our content marketing services today by giving us a call.

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