The main objective of every company is that the investment they make has an efficient return on investment. For this, it is important to analyze the results obtained during a content marketing strategy. With this, it would be possible to determine the current position that the company has in the market against the competition.
Many people say that advertising on the web is much more efficient and profitable than traditional media. First, the scope that can be obtained is much more segmented according to variables. Secondly, making paid publications on the website is cheaper than making them on TV.
Now, to determine the real success that a website has, the results must be measured, but how to do it? Many companies do not know the number of people who transit through their portal, much less what web content is the most relevant. So, to know how to get this information, you have to follow the following basic steps:
Definition of objectives and KPIs
In the first place, all businesses want to use as little money as possible, so they need to make sure their goals are clear. This way, they can make sure that the strategy on the website is as efficient as possible.
Second, it is important to determine what you want to measure, whether it is the time the user spent inside a website, the number of people who entered, etc.
You’ll have to figure out which performance indicators are needed to get these results once that’s done.
Commonly used indicators
As for the indicators, some are more relevant than others. That is why below we will expose a summary of those that could easily help us identify the panorama of our website:
First of all, we have the web traffic that tells us how many people have been directed to our portal and, therefore, what reach was achieved with the published web content.
Secondly, there is the time spent by the user on the website and the increase in subscribers within it. With both, you can determine the relevance level of our content for users.
Third, there is direct or cross-selling, with which you can see if the purchase came from the website.
Finally, there is the SEO ranking, with which it is determined if the content exposed on the website is of quality not only for the followers of the brand but also for the Google search engine.
Analysis tools
Nowadays, in the competitive market in which we live, it is necessary to get results immediately. With these, a series of actions can be taken that optimize the company’s resources and have a better reach. There are different platforms from which we can get results in a few moments. Examples of these are Google Analytics (the most used), Facebook Insights, Buffer, and Twitter Analytics.
Only with the abovementioned tools can you get the largest source of information necessary to elaborate a good content marketing plan.
Conclusion
If you spend a lot of time and money on analysis and measuring results, you can get the information that businesses need to see if the content strategy they’ve been using is working well.