One of the debates that continues to this day in the content marketing world is that of quality versus quantity. Quality proponents, like the author of this article in Forbes, argue that “quality trumps quantity and makes your brand more personable in the long run.” Quantity proponents are playing the odds, arguing that “more is more.”
The quality versus quantity debate is important in every marketing department because it determines how precious time and money are allocated. If this is the focal point around which your marketing department begins to develop its content strategy, though, your organization may be setting itself up for failure.
Measuring the Success of Content Marketing
For content marketing to succeed, marketers need to be asking when content is being delivered and why consumers/customers need it. In other words, content marketing should be rigorously mapped to the customer journey.
You can create the highest quality eBook, stuffed with custom branding, but if it doesn’t fulfill a role in the customer journey it won’t help transform consumers into customers and customers into lifelong fans.
Understanding the customer journey is therefore critical to your content marketing goals. Many companies create detailed customer journey maps. The most effective customer journey maps, according to tandemseven,
“are organized by customer stages (sometimes referred to as phases). Each stage represents a major goal your customer is trying to achieve in their overall journey. You should build a customer journey map with stages that represent your customer’s goal-oriented journey, not your internal process steps.”
The goal-oriented, customer-focused map will help you understand what customers need at every stage. This will help you determine why you’re producing a piece of content and when to deliver it to them.
By correlating your content to the customer journey goals, it also helps you become laser-focused on the KPIs and metrics that matter for your content’s performance. (Grab your copy of the Content Measurement Handbook for a step-by-step guide to setting up these metrics in Google Analytics).
Create Content with Purpose
When you create a blog post, why do your customers need that post? In other words, what role in the customer journey is it fulfilling? Is it creating awareness around your products for prospects? Is it educating your current customers? Or is it designed to convert cold leads into hot leads through sign-ups?
As you can see, within a single content type, there can be multiple whys. For each one, there can also be different whens (the different stages). So, even though you’ve published an educational post on your blog, it may not be best to just leave it there. Rather, your content may be more impactful if you include it in email outreach triggered by an event, such as buying a product or abandoning a cart.
Your purpose-driven content marketing plan will make the content you produce more impactful for you and your customers. The challenge, then, is to measure the effectiveness of this goal-oriented content marketing plan. To do so, you need to ask questions like:
- Are customers engaging with your content in the way you intend? (Not just visiting pages but clicking links or watching videos)
- Does your content cover the entire customer journey? (Gaps in content can send your customers looking towards competitors)
- When in the journey are customers finding your content? (Do prospects end up on your self-service pages before they’ve even reached out to you?)
Measurement Strategies to Unlock the When and Why
The answers to these questions lie in the data within Google Analytics. The effectiveness of your content marketing strategy can be deciphered if you understand how to interpret all of the data… and if you’ve ever looked at a GA Dashboard, you know there’s a lot to sift through.
That’s why we wrote the Content Measurement Handbook. We wanted to show you how to tie your content strategy goals to the customer journey and equip you with the content measurement know-how to turn Google Analytics into an insight-generating machine.
Grab your copy today and unlock the power of your content!