The famous US entrepreneur Jack Welch claimed that only those processes that can be measured numerically are subject to management. Despite the widespread opinion that marketing is more of a humanitarian concept, it is based on quite tangible quantitative parameters.
Evaluating the effectiveness of content marketing
However, there are a number of reasons why it is difficult to accurately measure the effectiveness of content. Here are some of them:
Cumulative delayed effect. It takes time for a person to decide to make a purchase after reading an advertisement.
A large target vnpay data package audience is not a guarantee of sales growth. Leads may be interested in an interesting and original product, but will not rush to purchase it for some of their own reasons.
A potential buyer is influenced by almost all channels. If a user is attracted by different lead generation methods, then it is very difficult to track the impact of a single channel.
It is necessary to create an end-to-end analytics system for monitoring upselling.
The analysis of all channels is not synchronized into a single complex.
The table summarizes the main indicators for assessing the effectiveness of content marketing. Any businessman should know them and be able to use them if he wants his company to prosper.
Tool KPI
Advertisements in the media Transitions, leads
SMM Leads, subscribers, reach, engagement
YouTube Number of views, rating symbols, subscribers, clicks
Event Marketing Registrations, participants, leads
Email Marketing Engagement, base size, leads
Special projects Number of registrations, leads
Blog Traffic, leads
Let's talk in more detail about each tool mentioned in the table: how to use them when analyzing static and dynamic indicators. The former show the effectiveness of a separate unit of content (video, message, article), and the latter take into account the change in the popularity of certain content over the reporting period.
Publications in the media