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    Your Content Marketing Success Metrics: Traffic by Channel

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    Ibban Javid
    The document discusses key metrics for measuring the success of a content marketing strategy including traffic from channels like Google and social media, the number of new marketing-qualified leads generated, conversion rates on calls-to-action, and the number of new sales-qualified leads. It also discusses that marketing, sales, and public relations teams should understand content marketing and their roles. Specifically, it notes that sales interacts with prospects who have consumed content and public relations must understand how produced content fits the overall strategy. Finally, it defines top-of-funnel and middle-of-funnel content and their purposes in moving prospects through the awareness and evaluation stages.

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    Your Content Marketing Success Metrics: Traffic by Channel

    Uploaded by

    Ibban Javid
    29 views2 pages
    The document discusses key metrics for measuring the success of a content marketing strategy including traffic from channels like Google and social media, the number of new marketing-qualified leads generated, conversion rates on calls-to-action, and the number of new sales-qualified leads. It also discusses that marketing, sales, and public relations teams should understand content marketing and their roles. Specifically, it notes that sales interacts with prospects who have consumed content and public relations must understand how produced content fits the overall strategy. Finally, it defines top-of-funnel and middle-of-funnel content and their purposes in moving prospects through the awareness and evaluation stages.

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    ultimate-guide-to-digital-marketing-34

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    The document discusses key metrics for measuring the success of a content marketing strategy including traffic from channels like Google and social media, the number of new marketing-qualified leads generated, conversion rates on calls-to-action, and the number of new sales-qualified leads. It also discusses that marketing, sales, and public relations teams should understand content marketing and their roles. Specifically, it notes that sales interacts with prospects who have consumed content and public relations must understand how produced content fits the overall strategy. Finally, it defines top-of-funnel and middle-of-funnel content and their purposes in moving prospects through the awareness and evaluation stages.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    29 views2 pages

    Your Content Marketing Success Metrics: Traffic by Channel

    Uploaded by

    Ibban Javid
    The document discusses key metrics for measuring the success of a content marketing strategy including traffic from channels like Google and social media, the number of new marketing-qualified leads generated, conversion rates on calls-to-action, and the number of new sales-qualified leads. It also discusses that marketing, sales, and public relations teams should understand content marketing and their roles. Specifically, it notes that sales interacts with prospects who have consumed content and public relations must understand how produced content fits the overall strategy. Finally, it defines top-of-funnel and middle-of-funnel content and their purposes in moving prospects through the awareness and evaluation stages.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 2

    Chapter 02: Developing a Content

    Marketing Strategy

    Your Content Marketing Success Metrics


    How do measure the success of your content marketing tactics?

    Traffic by Channel

    At the top of the funnel, design your marketing to raise awareness for your
    business, brands, and products. Measure traffic from channels like Google,
    Facebook, and Twitter.

    Net New MQL’s

    Measure the number of leads generated in the middle of the funnel that
    require further nurturing before they are ready to make a purchase.

    Conversion Rate

    When content marketing is done correctly, it generates traffic to lead forms


    and product pages. Measure the conversion rate (Page Visits/Conversions) on
    lead forms, product pages, and other calls-to-action.

    Net New SQL’s

    Measure the number of leads consuming content at the bottom of the funnel
    (demos, customer stories, etc.), indicating they’re ready to buy.

    Relevant Roles in Content Marketing

    67
    Chapter 02: Developing a Content
    Marketing Strategy

    Who in your organization should be trained in email marketing?

    Three different departments should be proficient at and understand the role of


    email marketing.

    Marketing

    Content marketing is a foundational discipline affecting your search, social,


    email, and advertising. Every marketer involved in your digital strategy should
    be well versed in content marketing.

    Sales

    According to Harvard Business Review, the average buyer is 57% of the way
    through the sales process before they engage with a sales representative.

    Instead of contacting your sales team your prospects are consuming your
    content. Sales people who understand content marketing can work in
    conjunction with your marketing team to create content that closes deals.

    Public Relations

    The modern-day PR team must understand how the content they produce fits
    into the larger content, social, and search marketing strategy.

    The Lingo You’ll Use as a Content Marketer


    What are the terms you need to know as a content marketer?

    Top-of-Funnel (TOFU) Content

    Content designed to raise awareness for your business, brands and products.
    This content is delivered through a number of channels including blogs,
    podcasts and video hosting platforms like YouTube.

    Middle-of-Funnel (MOFU) Content

    Content designed to generate leads and move the prospect through the
    evaluation stage. Content in the middle of the funnel often takes the form of a
    Lead Magnet.

    68

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