Guest Post: Measuring Your Content Campaign

Guest Post: Measuring Your Content Campaign

These days the tools to measure digital marketing campaigns are developing almost  as quickly as the marketing campaigns themselves, which means that you can truly see how your content is working for you. The trick is knowing where to start. TAKE IT PERSONALLY No matter how sophisticated analytic technology becomes, there will always be ambiguity when it comes to measuring your online marketing force. You likely can’t compare your statistics with Nike, but you can determine if your presence – and sales – are increasing as a result of your content initiatives. START STRONG Before you start measuring growth, determine your starting point and set some relevant goals. Do you want your social media interactions to convert into 5x more sales? Do you want viewers to visit one more page per visit? Do you want to double your database through newsletter sign-up? Do you want 60% of leads to be driven by social media? There are no hard and fast rules about which statistics will be right for you. Take the time to consider company organization, departmental goals, marketing resources and appropriate timeframes up front to establish a solid base for your plan and your analysis. WHY WAIT? Once you’ve started to deploy your content campaign, you can get straight to measuring. The sooner you start seeing patterns (and success!) the sooner you can adjust your campaign to capitalize. One of the best things about content marketing is that you can always make updates along the way. Focus on these three big elements to cover a solid foundation in your analysis. 1. Social Growth “Engagement boils down to interactions between individuals and content.” Evan LePage, Hootsuite It all comes down to reaching more people and engaging them in your brand. Traditionally, reach would have been measured purely in followers, and engagement in likes, comments and shares, however different value can be attributed to different forms of engagement. When analysing your social presence, ask yourself if your audience is truly invested in your content. Are they personally promoting your brand within their own social circles? Are they following you on all platforms, or are there tendencies towards certain accounts? Are they ultimately interested in spending money? Hootsuite suggests several analytics tools, such as Topsy, PeerIndex, and their own uberVU, to help determine who your most valuable followers are. As you start to see where your key engagement is coming from, adapt your investment of time and money accordingly. Are certain accounts stronger? Are certain times more prosperous? Does organic online engagement (ie: actually communicating with your fans) drive traffic? And last, but certainly not least, where are viewers accessing your content? If you still need inspiration to make your web presence mobile-friendly, keep an eye on how many people are viewing your content...

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Mastering Facebook

Mastering Facebook

In an increasingly digital world, where new communication platforms are developed daily, Facebook remains a powerful marketing tool. Why? Well, besides the total measure-ability, low cost and high ROI, Facebook reaches your target audience when they are most susceptible: down time. Facebook users are browsing things that genuinely interest them and building connections with people they care about. Vancouver-based social media management company Hootsuite calls it a relationship network, identifying this as the ideal foundation on which brands can make meaningful, personal connections with their target markets. After all, that’s what the relaxed, open-minded and engaged viewer on the other end is searching for. But Facebook has a multifaceted reputation: one of proven success and constant (frustrating) policy changes. Take the 20% text rule that restricts text appearing in image posts, for instance. The common opinion is that this policy is ridiculous, but these resented restrictions aren’t going anywhere any time soon, so you’d be better off learning how to work around them while your competition gets bent out of shape. For starters, study Facebook’s advertising guidelines regularly. They may not be riveting, but it will be incredibly helpful when it comes to understanding the grounds on which to build your Facebook campaign. And just like our favourite PGA pros grinding it out this week at Augusta, there is a lot more science and preparation than meets the eye when it comes to “Master”-ing the social media game. Staying a Step Ahead As the rules and regulations of Facebook change for advertisers, so do the options of how to share content. We have come a long way from the original status updates and it’s as important as ever to stay ahead of the curve. 1. Videos This one may not come as a surprise. We all know that video content is becoming increasingly valuable to viewers. But did you know that over 1 million videos are viewed on Facebook each day? Or that the average Facebook user watched 75% more videos this year than last year? (Source: Amy Porterfield). Short video clips fit perfectly into the browsing nature of the Facebook platform, offering a great avenue to viral content. And with the new autoplay function causing videos to begin without pressing play, they are more eye-catching than ever before. 2. Video Playlists Facebook has also given users the option of building a personalized video playlist – an individualized portfolio of videos that reflect each user’s own tastes and trends. This means being able to share more engaging videos in a streamlined format, and encouraging fans to spread them in a more user-friendly format. 3. Craft Multi-Product Ads You’ve likely started to see multi-product ads in your News Feed lately. The new interactive ad boxes scroll left and right, showing various companies or...

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