I have been working with one of our clients for a few years on their search and social media campaigns. As we have recently made some significant changes to their website and overall marketing platform, I started to consider some new metrics to include in their monthly analytic dashboard. Metrics for content marketing, are key to understanding campaign performance!
- Performance of paid marking campaigns – Whether PPC or Facebook Ads
- General analytic data including time on the site and the number of new visitors
- Social media metrics that are provided in Facebook Insights including which posts generate a conversation or motivate someone to take an action
- What keywords are bringing in those searching, which ones generate the greatest traffic and which ones promote conversions
In general, the dashboard includes the whole 9-yards. Whatever the client needs to see to prove ROI, and more often than not, the general trends. With content marketing, I like to be able to see what motivates a action, whether that is an email, phone call or a spike in traffic on the site.
It’s not always easy to measure. In fact I don’t get to see the information on who calls the client, but I do get to see the emails that come in as well as watch the trends.
As we have been creating a new marketing campaign that will include radio ads, billboards, print campaigns as well as their PPC and social platforms, I thought that a content calendar might be helpful. The calendar I created for them shows the days and times content is posted. It’s a simple Excel calendar and the client loves it!
It doesn’t require much of my time to manage yet has left a big impression with my client. They really appreciate at a glance, seeing what is happening for their business. Their content calendar allows them to view the current month, however it could just as easily be used to plan content for the coming months. I created something specific for the client however here is a nice, free content calendar template.