The TL;DR June 4, 2019
This week we’ll discuss content marketing metrics, marketing automation, and how consumers feel about ad personalization.
5 Better Metrics for Measuring Content Marketing:
Considering how time-consuming content marketing can be, it’s important to be able to measure it accurately. Here are 5 metrics for better content marketing – you can check out the full article here.
- Quality of leads: There are a thousand ways to get leads, but you want to make sure you’re getting good ones. To get the best leads, make sure you’re posting often and writing on a variety of topics that show your expertise in your field. As you figure out which content drives the best leads, start optimizing your content to get even more.
- Sales data: It can be difficult to track leads from reading an article to purchase, but it can be done – and doing so is incredibly important. Work with your sales team and find out how they track sales, then get your content marketing into that system.
- Email subscribers: If someone signs up to receive your emails, then you know they’re interested in what you have to offer. If you see an uptick in sign-ups after you start your strategy, you know it’s working.
- Open rates and click-through rates: Email open rates let you know if your subject lines do your content justice, and click-through rates help you see who is truly interested. If your open rate is high but your click-through rate is low, you might be putting too much good content in the email – or the email doesn’t properly deliver on the promise of the subject line.
- Average time on website page: Google Analytics let you see a lot of information on what people do on your site, and one of the metrics you have access to is time spent on page. If you notice that users aren’t spending the proper amount of time on posts that should take a while to read, you might need to spice up your content.
6 Marketing Automation Mistakes to Avoid:
Marketing automation is powerful, but there are many pitfalls to watch out for when creating a marketing automation program. Find out a few of them below. You can check out the full article here.
- Starting without a plan: You have to have a strategy in place before you start. If you don’t know your end goal, you’re going to struggle every step of the way. Make sure your program is designed to meet your needs and to appeal to the customer.
- Blasting irrelevant content: Sometimes the ease of marketing automation makes it a little too easy to spam the inboxes of your followers. Make sure you’re sending a reasonable amount of content to your audience, and make sure that content is relevant to them.
- Failing to integrate technology: If you’re going through the effort of setting up marketing automation, make sure you integrate it with your CRM system as well as any other tracking tools you’re using.
- Setting it and forgetting it: Once the campaign is running, it’s easy to let it fall on the back burner. You can’t do that – you must check in on it frequently and keep an eye on performance so that you can fix things if they start to go wrong.
- Not testing or optimizing: You’ll never know what works if you don’t test out a variety of techniques. Consider A/B testing of CTAs, testing different content modules, subject line styles, and more. The data you collect will be invaluable the next time you decide to do marketing automation.
- Fixating on the wrong metrics: There are a LOT of metrics to track out there. Make sure you are looking at more than just open rate – click-through rate and time spent on site offer important context around that open rate. While automation can help, always make sure to have a person digging into the numbers and looking for insights.