What method should you This time it’s for real. Your company has taken the plunge.
She decided to bet on content: launch a blog and invest the resources needed to do real content marketing. The kind that drives traffic, brings in hundreds of leads, and turns the average customer into a hardcore fan.
Joy, happiness What method should you and gladness
The only downside: you’re now asked to prove it was a good idea. To show measurable and relevant results.
And you’re slowly starting to think that maybe they were right, all those resigned marketers who kept telling you that ” measuring content marketing results isn’t that easy . “
Oh, you’ve read all the articles promising you ” 30 KPIs to measure your marketing” or ” 5 essential tools for your reporting .” But you don’t feel any further ahead.
In this article, I would like to give you some tips to help you do this.
How ?
- Let’s start by quickly describing the two situations where it is almost impossible to measure results… plus some ways out.
- Then, by introducing you to the OKR method, which really lends itself well to the exercise.
Does the program suit you? Then let’s go!
The two situations where you will have a hard time measuring the results
No, not because measuring content results is difficult per se, but because there is simply nothing to measure here.
Situation #1: You produced content… for the pleasure of producing content
Content marketing seemed like a great idea. You brainstormed as a team to come up with as many ideas as possible, you divided up the topics, you tried to fax lists produce as many as possible, you published them, and… well, nothing.
The sound of the wind. And one or two occasional visitors.
In short, you produced content for the sake of producing content. But that’s not how content marketing works.
The “Marketing” in “Content Marketing” means you’re supposed to have a strategy. Not just produce content.
This means, among other things, analyzing:
- topics that your audience actually cares about (not just “the ones you’re thinking about” or “the ones you’d like to speak about”);
- the competition already in organize events and meetings place;
- the consumption habits of your targets;
- the content formats, distribution channels and promotional tactics that are most likely to reach this same target;
- the conversion paths to put in place once visitors have read your content (Newsletter? Micro-conversion? Lead nurturing? Gated content?).
Without a strategy, you’re starting with a serious handicap. Oh, sure, it might work, and you might very well get results. Just like there are text services probably people who can practice archery blindfolded. But honestly, wouldn’t you rather go for it blindfolded?
Solution: Take the time to formalize the content strategy
- Define the types of results you expect and the volumes of results you want to achieve.
- Summarize your offering, its strengths, weaknesses and value for your typical customer.
- Formalize the profile of your typical customer, their content consumption habits and online browsing habits.