Content Marketing Results July 2011
With one month in to our Content Marketing Strategy, I’m happy to report our results and share with you the plan that we are measuring our success against. Its always useful to have some outside monitoring and feedback, which is one of the reasons for posting.
I’m also hoping that people will find this useful for planning a content marketing strategy of their own.
Somethings good, somethings bad
Our goal for the first 3 months for our website has been to get at least 500 hits per month. As the site is shiny and new we understood that we wouldn’t be getting any help from Google searches. We wanted to use content that we could share amongst our audience and connections on Twitter to see how people were engaging with the site; we are driving our sales with direct marketing efforts so we haven’t been too focused upon getting leads from the website. We were more interested in how visitors use the site and build up a trusted resource base for content. This can then be developed in the future to ensure that our content marketing activities can be measure not in views but in tangible economic terms.
Good: Target was 500 hits, Result was 771 (between 1st July – 31st July)
Bad: Bounce rate for the site was 63.42%
Bouncing is fun, just not on websites
The bounce rate refers to people visiting the site and leaving on the same page they landed on. It can mean that they haven’t found what they are looking for. For us it means that although the time on site is strong at 2 minutes 42 seconds it means that people aren’t looking around further into the site. One of the early objectives we have set up for our content marketing is to have the content that we create lead to visitors joining the mailing list receiving a monthly digest of all our best content. Although there is a plug in that appears throughout the site, it hasn’t been calling visitors to action.
So what we are going to do is have a shiny button image made that will appear at the bottom of all the posts calling people to sign up to receive the digest.
So I’ll take the opportunity now and say if you want to receive the digest of the best content we produce, sign up now. We won’t spam and we won’t share or sell the information.
We planned to cover three specific topics that related to our video marketing service. Event video, video marketing and video distribution through online and social media channels. We found that a great many people we talked to didn’t quite understand the depth and breadth of what could be accomplished with video so these topics seemed the best place to start.
1. Online everything is built around keywords. It is not enough to think you know what people will search, you need to find out exactly what people are searching for. I guarantee you will meet with some surprises!
2. We optimised our 2 service pages around these keywords Event Video and Video Marketing. These are fairly competitive so we couldn’t allocate funds for paid for adverts. We created calls to action at the bottom of each page to ensure that any visitors wanting to get in touch could do so.
3. We established three milestones for the amount of traffic we wanted to generate through content marketing, breaking these down over 12 months to ensure we could stay on target at growing the site into something that could benefit us.
4. The next step was to select the tools that we could use to engage with our audience and create content hubs that could store visual, text and video content online. The goals of these activities was to build a web of information around the site itself to pull people towards it.
5. We didn’t want to simply broadcast our content but actually engage with people. We purposefully left Facebook out of our plans as we didn’t feel that it was relevant to the people we wanted to talk to. To ensure that we could update content consistently and also to focus on what people were saying we scheduled our content to post on the website and used Hoot Suite to schedule the tweets that would raise awareness.
6. The final step was to actually ‘do it’, not only creating our own content but sharing content that was relevant to our audience through Twitter and Linked In.
Content Marketing Summary
After one month we still have a long way to go. The content we are creating is obviously reaching the right audiences but there is always room to improve on optimising topics and styles.
As I outlined, we need to ensure that visitors are engaging with the content, exploring the site and ideally in a way we can add to our mailing list.
I plan to concentrate on building links to our content in the next month, arranging guest bloggers on our site as well as commenting on blogs and forums off our site. The goal here is to ensure that awareness grows around our content marketing efforts.