We all have a right and left side to our brain. What many of us don’t have is the ability to think ambidextrously. As a content marketer, I’m in the practice of using my creative right lobe to deliver content that converts. The only problem? Most of my clients are the opposite and need number-driven, logical breakdowns when it comes to results.
For a time, I found it difficult to correlate a blog to my clients’ bottom lines.
So how do I convince clients that a content marketing program is vital to their overall success and revenue?
Show them numbers that focus on what content brings to the table. You can do so too.
Here are five tried and true content marketing metrics you can present to your clients.
Conversation Domination As a marketer, we strive to help our client’s brands win the ultimate popularity contest. To do that, we elevate their businesses to the forefront and make them the talk of the town. Conversation domination—otherwise known as “share of voice”—demonstrates this.Share of voice is very similar to market share, but instead of monitoring the percentage of profits one company makes over its competitors, share of voice tracks the breakdown of customer attention and affection.Today, most marketers lump PPC, social media, and organic search into share of voice. You can easily monitor this important metric with tools like SEMRush, ahrefs, SpyFu, Google Adwords, and Analytics, and many others. Combined, these tools clearly show how your savvy content marketing strategy helps improve your client’s prominence in the market.
Non-organic Search Non-organic search, or branded search, works in tandem with share of voice. While there aren’t any tools that pinpoint your marketing’s effect on an eventual conversion, you can argue that elevated share of voice contributes to searches for your client’s company. So if customers search for Nike sneakers instead of running shoes, you know you’re raising awareness and getting your client’s brand out there.Monitor the branded search of your client’s company and report your findings with the help of tools like Google Analytics and SproutSocial. The latter even mines data from Twitter to help you understand your client’s social channels and customers on a whole new level.
Trust Signals How many times do you buy a product based on what strangers say about it on the internet? Well, what about if that product was endorsed by another brand you know and love? In the world of public relations and content outreach, trust signal building is invaluable.Working to get mentioned on websites that overlap with your client’s customer base not only builds strong links, but gets certifiable recommendations from brands with the power to convince prospective customers that the brand is trustworthy, credible, and valuable to their lives. If you can land a placement on an influential publication, it’s a huge accomplishment to brag about.
Links Links go along with trust signals. Thankfully, they’re very easy to track with the help of tools like Moz and Buzzsumo. The one thing that matters most besides quantity is the quality (domain authority) of those links. Websites like Forbes compared to small WordPress blogs are night and day different—and mean big or little returns for your client.As a general rule of thumb, any link to a website with a domain authority above 50 is considered a reputable and highly covetable referring domain; the closer to 100, the better. If you can get a few dozen or a hundred of those high quality links, make sure your client knows what a big deal this is for their SEO, traffic, and reach.
Engagement I can’t say enough about the power of tools like Mouseflow, which track mouse and finger movements on a page (better known as heat mapping). You can see how customers scroll and move around a web page, where they hover, and the point in which they abandon a website or jump to another page.There’s a lot of deduction within this heat mapping method, but being able to show your clients how their customers are engaging with the website you optimized and content you created is important—going far beyond the numbers like session times and page views from Google Analytics.
Customer Opinion Content marketing can be boiled down to how customers engage with a brand and what they think and say about it. To show your clients how you’re improving customer opinion (or customer sentiment), take screenshots of social pages, forums, and customer service commentary—both positive and negative—to show growth and an increase in brand awareness.Then, determine your metric. Maybe the number of comments, questions, and reviews has increased thanks to increased brand awareness? Maybe your reputation management has helped quell some of the negativity? Perhaps your fantastic content has inspired more customers to comment on posts and share them with others? Don’t just count likes, but look at the deeper engagement. That’s the important influence clients need to know you’re adding to their brand.
Quantifying the seemingly qualitative is daunting; after all, numbers are a clear way to prove your worth. But instead of typical ROI breakdowns and revenue reports, show your clients how your content marketing program benefits their brand by using the metrics above. These terms may be new and different to your clients, but they’re your proverbial proof to the pudding in more ways than one.
Join over 50,000 of your peers and subscribe to Relevance, your one stop shop for content promotion.
ideas or topics for us?
Do you have breaking news or inside info on content promotion and distribution? Click here to let us know.
The Content Promotion Manifesto ‒ Getting the Most Out of Your Content Marketing
Chad Pollitt explains why content production without planned promotion can be a recipe for lackluster results