The must-know content marketing statistics to benchmark your plans against this year
Content marketing is still very much at the heart of digital marketing, with content continuing to be a vital tactic for bringing in traffic and encouraging conversions.
However, content marketing has moved past blogs and now encompasses so much more. The industry is also more competitive than ever, with content being produced on masse, making it harder to ensure yours stands out.
In order to be successful at content marketing, you need to ensure that you’re taking into account more technical aspects – such as SEO – but also that you’re effectively battling for consumers’ attention. It is this battle that has led content to change at a rapid pace, with competition leading to increased levels of innovation.
This is why you need to stay on top of the latest trends and advances in the content marketing arena. With this in mind,…
Chart of the Week: 76% of marketers say their companies follow a strategic approach to marketing but not all of these have a documented content strategy.
The majority of marketers say that their organization takes a strategic approach to managing their content. According to new research from the Content Marketing Institute, 76% of marketers state that their company follows a strategic approach when it comes to content marketing.
Of those who said that this is the case, 97% said that they were involved in the strategic content management used by their company. This covered a number of areas, with 89% being involved in the creation of content and 84% having a say in the organization’s content marketing strategy, including thought leadership, owned media management and distribution channels.
Other areas of involvement in business’ strategy included the content…
5 Questions to help set, manage and review your content marketing effectiveness
As we accept that our consumers are learning about, and navigating through, more and more information about our brand, organisation, industries or topic areas as they research online, we're needing to deploy more sophisticated strategies in order we can earn attention, and importantly trust. This is what sits behind the drive of content marketing's rise to the forefront of the digital marketing agenda.
Content marketing is starting to mature, too. More and more reports, such as this from the Aberdeen Group, illustrate this, here too.
An easy start-point
Below is a simple matrix of ideas to help you set the KPIs or metrics based on what we've used on different projects. We're not saying "this is the way you must do it" or that you need to use all of these KPIs. Instead, we hope this is a useful framework…
A beginners checklist of content marketing metrics
Content marketing is an excellent tool for generating leads and creating conversions. However, even the most thoughtfully planned out content marketing campaigns are rarely a home run.
In order to get the most out of a content marketing campaign, you will have to make adjustments and improvements along the way. In order to determine where you should make these improvements, you'll need to monitor 10 important content marketing metrics I recommend. For other ways of structuring these in a frameworks see this article from Smart Insights on Content Marketing KPIs and this from the Content Marketing Institute on Content Marketing Metrics as part of a strategic approach to content marketing.
1. Bounce Rate
When a visitor clicks into one of your web pages and backs out without taking any further action, you have earned a bounce. A high bounce rate can indicate many things:
The content on…