Content that Converts Part 3: Measuring the Success of Data-Driven Content
You’ve done a lot of the heavy lifting at this point- investing in data informed design to make your content contextually relevant and investing in distribution, or connections, to get your message into the hands of the right people. However, with that investment comes responsibility to find clarity into which efforts are driving success. Measuring success is likely the most critical piece of content marketing, but also the stage at which most marketers struggle or just flat out fail.
Today’s marketing leaders are being held accountable for driving revenue in a way that has redefined the meaning of what success in the industry looks like. Which means it’s more critical than ever before to make sure you have well-defined goals and the proper infrastructure in place to measure results.
This may mean knowing how much traffic a blog post drove to your website or it may mean understanding if your customers took a desired action. Analytics and attribution play a big role here. Content may not always cause someone to jump to purchase, but it may be moving them further along the path to purchase. It also may not be - it’s just as important to understand what’s not working so that you can adjust and optimize. That’s why you must make sure that analytics and tracking are involved in your content marketing practice.
Setting yourself up for success means making sure you have an infrastructure that can capture the data you need to understand your customers’ journeys and close the loop. For example, if you can tie online and offline activity to a particular unique ID for each customer in your CRM, then you can map all of the customer activity that happens along their journey with your brand, including exposure to specific pieces of content, giving you a better view of which content converts.
And I use the term “you” loosely. Remember that you don’t have to be the one digging into the numbers, but you do have to make sure you have the right infrastructure of people and resources that can.
The formula to develop content that converts is Context + Connections + Clarity. Use data to inform design and deliver contextually relevant experiences to your customers. Connect with your customers through thoughtful distribution strategies and find clarity for each piece of content by starting with your goals and measuring what’s working and what’s not. It won’t be easy, but if you can execute this framework and continually optimize your content marketing by repeating this cycle, you’ll deliver great experiences for your customers and outrun your competition.
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