Measuring Content Marketing Performance Across the Customer Journey

We’ve been talking a lot about content marketing performance and measurement recently, but today we’re going to tackle one of the common misconceptions about content marketing: that the blog is the place for measuring your content marketing performance.

Content is a deliberately vague word, but all too often it’s equated with blog content. Good content marketers take (at least partial) ownership over all of the digital messaging pushed out by their organizations. This is due in large part to the shifting nature of marketing in today’s digital age.

Content Marketing Performance for the Whole Customer Journey

While most people think of marketing as taking place before the sale, today’s marketers know that the subscription economy and cautious, well-researched buyers are rewriting the rules of marketing. That’s why people like Gary DeAsi of tandemseven insist that the customer journey is the new marketing funnel:

“Today, a lot of marketers are starting to realize that the finish line needs to be extended further yet again – the end goal is still not reached at the point-of-sale with a new closed [….] customer, but rather [through] long-term, brand advocacy.”

From the moment a consumer is aware of your brand to the moment that customer leaves for another brand, marketing has a role to play. That’s because, as DeAsi notes, the goal of retaining lifelong customers means that relationship requires more thought and care than in the past. Consumers have more choices and are better informed than ever before, making the job of customer acquisition and retention more difficult.

Now that marketing is responsible for helping to shape and understand the customer journey, all of the digital touchpoints along the way should receive the same content marketing performance attention as your blog.

Why Other Content Matters

Beyond the blog, companies have many pages online, including:

  • Landing pages
  • Product information pages
  • FAQs
  • Self-service pages
  • Training pages

While your blog may have dozens of individual pages, these other forms of content can range in number from hundreds to tens of thousands, depending on the complexity of your website and your line of business.

Each of these forms of content plays a unique role in the customer journey. By including them in your content marketing performance analysis, you’re taking stock of your customer’s experience at every critical touchpoint.

Furthermore, since these forms of content are often not thought of as marketing content, they tend not to receive the same care as blogs or lead magnets may. That’s a mistake. These forms of content can provide a veritable gold mine of data and insights when they’re included in your content marketing performance analysis.

Take, for example, an FAQ page that gets way more traffic than any of your blog posts. It may present a new topic for your blog in order to educate your customers about the product earlier in the journey. Or, it may inform your training team’s content, which seems to be lacking information that’s in demand for many customers.

Beyond ideas for generating new content, the insights gained through content performance analysis on your FAQ page can also show you the prime pages on which to place targeted offers to encourage further engagement, upsells, or cross-sells.

While this approach will expand the meaning of “content strategy” for many marketing departments, in the long run it will help create a cohesive customer journey with clearly defined goals for every type of content.

How to Measure Non-Blog Content

Any of the content connected to your company’s domain can be tracked and monitored, just like your blog, using Google Analytics. And, just like your blog, there should be clear goals for each type of content that you’ve laid out before you begin your content performance analysis.

Once you’ve created your goals for each type of content, you’ll need to identify the associated Google Analytics Dimensions. From there, you can determine the Key Performance Indicators (KPIs) that will help you evaluate the success of your content.

If you’re looking to incorporate more types of content into your content marketing performance reports, or you’re just getting started with content strategy, Ambitny’s comprehensive Content Measurement Handbook can help guide you. In it, you’ll learn how to define your content goals and measure them accurately in Google Analytics.

The Content Measurement Handbook is available today—check it out here.