Content marketing isn’t just about writing and publishing blog posts, videos and others. Measurable success is your key indicator that the online advertising strategy you are implementing is reaching your audience and converting them. Some digital agencies in Melbourne agree that a strategy with defined objectives is a must. Without these, you are just noise in an already noisy business environment.
Developing Brand Awareness
You want people to be aware of your brand; content marketing is at the heart of this goal. The content you publish, whether they are videos or blog posts, must be relatable to your intended audience. One of the ways to measure awareness is by conducting surveys. Another is by studying the data found in the analytics of social media sites and Google. The views, shares and click-throughs will give you a glimpse of engagement and awareness.
Increasing Website Traffic
Increasing website traffic is an objective focused on pushing visitors further into the cycle of your sales funnel. The content you publish entices visitors to explore your site more, nurture a relationship and warm the lead towards conversion. Analytics allows you to determine the effectiveness of your approach. The Referrals data in Google allows you to see the amount of visitors created by certain pieces of content. This data also includes landing pages where referral traffic is coming from.
Generating Leads and Converting
The primary goal of any content marketing strategy is to have qualified leads. You want to convert visitors that see your blog posts and videos; you want them to become paying consumers. The words you use and the stories you tell must connect with its viewers to make them effective. Powerful content elicits a certain response and action from its viewers.
These content marketing objectives enable you to plan a course of action and change directions if necessary. The goals you set will determine the future of your online advertising campaign. Plan carefully and analyse data to turn visitors into consumers.