So, we’ve developed a content strategy, compiled a topic, implemented a content plan, but how to track the results of achieving business goals? Using various metrics. Their final list depends on the business goals set, the features of the implemented promotion strategy in general and content in particular, the selected content formats and platforms for its placement, and the features of your company’s internal business processes. In our experience, the most common metrics are: changes in traffic during the implementation of the content strategy.
For example, you have a commercial website, Email List and after implementing a certain part of the content plan, the number of visitors to this site has increased noticeably; engagement indicators for each channel: likes, bookmarks, reposts, subscriber growth, etc.; a change in the bounce rate means that your traffic has become more targeted and work is being done in the right direction; mentions of the brand in different sources: quoting, copying part of the materials, etc.; and, of course, an increase in the number of applications, orders and transactions. Current content marketing tools Content strategy for complex B2B products: how to create to sell Among the variety of content marketing tools, in our opinion, first of all it is worth paying attention to: corporate blog. It helps to grow a website’s audience, increase search results and create content marketing funnels; email newsletters, since with their help you can segment the audience and convey the necessary information to the right user; Zen and Promo Pages. Now they post materials on more than 50,000 resources and are shown to the user in the first positions of Yandex; thematic sites like vc.ru and habr, which find a target audience on blogs among thousands of authors; social networks: using them, you can build a strong community and develop brand advocates; messengers.
They quickly and without intermediaries transmit to users the most important and relevant news. Useful material on the topic: Chatbot that sells: how to automate a sales funnel The main thing is to act. No matter how unstable the situation in your field may be, a certain “fading” of competitors can only play into your hands if you are able to competently stand out from their background. Content marketing is the tool that can help with this. Our experts will share how to implement it and use it in such a way that you can see results within a reasonable time frame.
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