The Problem with “Vanity Metrics”
Continue reading “Measuring What Matters: Content Metrics That Actually Tell You Something”
Measuring What Matters: Content Metrics That Actually Tell You Something
Tag: marketing analytics
The Content Marketing Metrics That Actually Matter (And the Ones to Ignore)
Most content marketers are measuring the wrong things. Here’s how to tell the difference.
By Linda Pophal, MA, SPHR · Strategic Communications, LLC
Content marketing metrics are the quantitative and qualitative measures used to evaluate whether a content program is achieving its intended business objectives. They include audience growth, lead generation, search visibility, and revenue attribution. The distinction between meaningful metrics and vanity metrics is critical: vanity metrics (page views, social media likes, follower counts) may look impressive but reveal little about business impact, while meaningful metrics connect content activity directly to outcomes that matter to the organization.
Every content marketer I’ve worked with has felt the pull of the vanity metric. The blog post that got 2,000 views. The LinkedIn post with 150 likes. The social media following that crossed a round number.
These numbers feel like progress. They’re easy to report. But they’re often meaningless.
Continue reading “The Content Marketing Metrics That Actually Matter (And the Ones to Ignore)”
Keeping Your Awareness and Engagement Efforts Focused
We’ve written before about the sales funnel—the process through which potential customers become aware of, engage with and, hopefully, ultimately become actual customers of your company. The first part of this funnel is typically referred to as “awareness.” This is the stage at which the market—as you’ve defined it—becomes aware of your product or service. They may never be interested in making a purchase or even learning more about you, but they are aware you exist and have entered this first section of your funnel.
At the heart of the sales process is the drive to move potential customers through the funnel from awareness to action—i.e., making a purchase. A lot of resources are put into measuring the losses at each stage of the funnel and figuring out the sources of that attrition and how to reduce it. Unfortunately, a lot of these resources may be wasted. Continue reading “Keeping Your Awareness and Engagement Efforts Focused”
Three Big Buckets of Effective Social Media Strategy
It’s hard to succeed at anything if you’re not focused. Whether you’re golfing, driving, taking an exam or giving a presentation, losing focus on your objective can be disastrous. The same is true of your social media activity. Granted social media marketing is a longer-term activity than golfing or giving a presentation, but the importance of focus is no less important. In particular, we’ve selected three key elements marketers should keep their focus on when engaging in social media. Continue reading “Three Big Buckets of Effective Social Media Strategy”
Our Top 5 Content Marketing Predictions for 2019
It’s hard to believe another year is winding down. It’s the old “toilet paper roll theory” (a not-so-scientific way of explaining relativity). Time may pass more quickly (at least perceptually) for me, than for the university students I teach, for instance. For them a year represents about 1/20th of their lifetime. For me, well, you get the point!At any rate, as another year is almost behind us, it’s time for two annual traditions: making predictions for what the new year may hold and making resolutions.
Here’s a look at our top predictions for 2019.
Continue reading “Our Top 5 Content Marketing Predictions for 2019”
What Are the “Right” Metrics to Measure Marketing Effectiveness?
Over time, I’ve come to realize two things about my love for marketing:
- I’m addicted to response. There’s nothing I like better than developing strategies and tactics, implementing them and seeing how well they worked. The higher the numbers, the greater the rush. The lower the numbers, the greater my need to boost them.
- I’m comfortable with—even driven by—the ambiguity of marketing. There are no truly “right” answers to a lot of the questions that marketers ask, and I’m okay with that.
One of the questions that there isn’t a “right” answer to is a question that is posed frequently these days. “What are the ‘right’ metrics to measure marketing effectiveness?” Continue reading “What Are the “Right” Metrics to Measure Marketing Effectiveness?”
Common Marketing Research Mistakes
I was interviewed recently by a major business publication about common marketing research mistakes that businesses make. As someone who has been involved in marketing research – conducting research, contracting with vendors to conduct research, writing about and teaching market research courses – I was able to share a number of examples of things I’ve seen (and sometimes that I’ve done myself!). Continue reading “Common Marketing Research Mistakes”