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Size matters: Why You Should Always Measure

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In 2014, content marketing saw a rise to fame that most pop stars could only dream of.

Almost a third of marketers (28%) have said they will be lowering their ad spend to make room for more content budget, and digital marketing is expected to take up about 35% of the overall marketing budget by 2016.

With so much being invested into digital content, marketers simply can’t afford not to take stock of how their choices are panning out. In short, the massive implications of everyone’s favourite three letters: ROI.

ROI is more than just vindication for a CMO’s decisions. The non-financial returns include quality branding, awareness, trust, and authority. The quantifiable figures that look good on graphs speak volumes about leads, bounce rates, time-on-site, click-throughs, sign-ups and more.

5 undeniable reasons  you should be measuring your content marketing results:

1. To track progress
Take your pick of your parents’ favourite sayings and apply here: Good things take time, Rome wasn’t built in a day, slow and steady wins the race.

Gaining traction with content marketing results can take some time, but if you embrace your inner tortoise you’ll be more likely to see results in the long run. Most experts suggest a six-month minimum, but the more time you put into it the better. Investing for just a quarter would be akin to doing a quarter of the work, so you naturally are only going to see minimal (if any) returns.

2. To improve 
Digital marketing is adept at making quick turns in strategy, which is why keeping an eye on the results can help guide those decisions, big or small. Perhaps some landing pages significantly outperform others or one call to action has a higher success rate than another? Tracking what’s not working so you can make improvements is just as important as measuring what is working (if not more so).

3. To seek further investment
When a company first introduces a content marketing budget, it can often be done a bit unwillingly. With years of investing in other areas, the mental agility required to change that mindset takes more than a well-practiced sales pitch. So once you have a budget for dabbling in content marketing, measuring the results will be vital when pushing for a bigger one next year. There are so many benefits to content marketing, looking at just one area with your measurement may mean you struggle to get a budget in the future. Make sure you are showing everything from sales to social reach, SEO impacts, follower growth, and so on. Put it in a context your audience is familiar with. For example, if they buy TV, don’t talk rankings – speak in terms of eyeballs and messaging- make your measurements relevant to the person.

There are so many benefits to content marketing, looking at just one area with your measurement may mean you struggle to get a budget in the future. Make sure you are showing everything from sales to social reach, SEO impacts, follower growth, and so on. Put it in a context your audience is familiar with. For example, if they buy TV, don’t talk rankings – speak in terms of eyeballs and messaging. Make your measurements relevant to your audience.

4. To learn

How well do you know your audience? Whether you’ve got files of data stacked away or you’re a little unsure about what to do next, there’s always something new to discover.

Measuring how long they remain on a certain page may lead you to clues on what they engage with – or lose interest in within seconds. Tracking how many people share your videos may lead to an idea about how to plant a seed of virality, and recording how many people click on your email campaigns and what they click on may help you get a better understanding of your existing database.

5. To understand what’s normal for your business
You’ll never know if a post has been particularly successful if you haven’t got your own bar to compare it to.

We’ve all seen content from the LAD Bible get thousands of social shares, but it’s likely those numbers will dwarf results from other companies regardless of whether you get 50 or 500 likes.

However, if you know you might win 50 likes on a normal day, 500 likes would feel like a jackpot. Find out what is standard for your business and set benchmarks for yourself to gradually expand your audience and increase these statistics.

Looking for memorable, perfectly curated content for your business? Get in touch with the team at Croud Australia.