#704: Content Marketing ROI: How to Measure Your Content Marketing Campaign Performance Episode 5


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Google Analytics' Goals section has a section dedicated to helping you track these modules. You'll want to track the number of downloads your piece receives, as well as how well-liked it is by your readers. Conduct surveys among your readers to find out what they think about your content and suggest ideas for future entries. It's a good idea to collect reader feedback regularly, as directly as possible. Set up separate landing pages for each of your content pieces. You'll need to track metrics like page views and conversions separately. Your whitepapers and eBooks will likely be written with different goals in mind than your foundational content strategy.

Be sure to reevaluate what goals you're setting and why you're doing it. "Usefulness" is an ambiguous quality here. The more useful your content is, the better job it will do at keeping your customers happy. You'll need to collect user feedback in a number of different ways. Google Support employs these tactics effectively on multiple levels. Email marketing can be used to promote and improve the interactivity of your content campaign.

You'll also want to look at engagement factors within the email itself. Segment this traffic out and look at factors like time spent on page and conversion rates in Google Analytics. Measuring and analyzing the quality and effects of your content marketing campaign isn't exactly straightforward. Measuring effectively depends on having a clear vision and specific goals. But if you can nail your conversion rate optimization, you can then begin to scale your business.

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