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
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
5 Off-Page Methods to Improve Your Page's Position on Google

5 Off-Page Methods to Improve Your Page's Position on Google

On-page SEO is one of the things that is on the mind of every website owner out there, and there is a good reason for that. It is one of the key factors based on which Google will rank your website, along with other factors, such as backlinks, or the quality of your content.

Joan Selby
Joan Selby 20 April 2017
Read more
The W.E.I.R.D. Writing Technique

The W.E.I.R.D. Writing Technique

Read about the writing technique I stumbled upon while thinking about content marketing. I hope it can help!

Oscar Waterworth
Oscar Waterworth 18 April 2017
Read more
Keeping Your Brand Up with the Trend of Digital Storytelling

Keeping Your Brand Up with the Trend of Digital Storytelling

One of the hottest trends for business is storytelling. Storytelling is becoming a vital part of any company’s marketing strategy. Here are some tips for turning your social media strategy into a social storytelling strategy.

Elizabeth Victor
Elizabeth Victor 18 April 2017
Read more