Article

Vicky Shelton-smith
Vicky Shelton-smith 1 December 2014

There's No Need To Fear The 'M' Word

B2B marketers certainly know the importance of content, but many still face the challenge of the big M word: Measurement

B2B marketers certainly know the importance of content, but many still face the challenge of the big M word: measurement. An article last week on Marketing Land highlighted this, and suggested three ways of moving from simply creating content to demonstrating content performance in 2015: 


1. Target Demand
In order to receive better converting site visitors, you’ll need to target demand using data, combined with an understanding of your audience. So as well as defining the customer and their needs, it also requires quantitative research – using reliable analytics that tell you what your target audience is searching for.

Read More Digital Marketing Articles on Digital Doughnut

2. Content Optimisation
Of course, Google is becoming smarter as the years go by, but that doesn’t mean you should stop optimising your content at the time of creation. This will ensure it’s being found for the search terms your audience enters. Simple on-page optimisation tactics helps tell Google and other search engines what your content is really about.

3. Measure Results
It’s vital to know how effective your content is. How will you know if it’s working otherwise? In order to do this, you will need to set KPIs (Key Performance Indicators) for every distribution channel. Make sure the analytics are measuring not just the KPIs, but also how each channel is contributing to leads and conversions.

Failing to measure content performance can result in a number of things – from targeting the wrong audience to creating content that is unengaging and useless to anyone who reads it. Are you going to make 2015 the year that you understand how your all-important content is performing and how it’s helping you reach your business goals?

Original post here.

 

Read More Digital Marketing Articles on Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Personalize Your Marketing Using 15 AI-Powered Prompts

Personalize Your Marketing Using 15 AI-Powered Prompts

Personalization has undoubtedly become one of the key elements that marketers shouldn’t ignore or underestimate any longer. With consumers increasingly expecting tailored experiences, the ability to customize...

Georges Fallah
Georges Fallah 30 May 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
Craft the Winning Experience: A Deep Dive into Customer Experience (CX)

Craft the Winning Experience: A Deep Dive into Customer Experience (CX)

Understanding Customer Experience (CX) is crucial for business success. This blog explores CX, trending questions, and the Future of CX. Learn how to craft exceptional experiences that keep customers coming back for...

Sukhdev Singh
Sukhdev Singh 5 June 2024
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more