Marketers are challenged every day to find ways to stand out from the crowd. Content Marketing is more than just creating a nice Instagram post. Content marketing is a powerful way for creating your brand mission, encouraging consideration of your product or service, and convert prospects into leads and customers.
In today, infographic content marketing agency Brandpoint brought an updated version of their content measurement tips. In the second edition of this infographic, they look into the three steps.
Brand awareness might be a concept which is complex to measure. Conversion can be defined by various methods and relates to the KPI (Key Performance Indicator) you define. But let’s look for a moment back to Awareness. Here it is all about exposing new people to your brand, product or services. 93% of online experience starts with a search engine. We can boost search engine visibility by publishing quality content and regularly optimizing it. Social Media is a brilliant content distributor and 60% of consumers interact on social media with the brands they buy from. Raising the bar for awareness can assist us to rank higher in search results, increase our website traffic and increase our social presence with more likes and fans.
Consideration means inspiring potential customers to engage with content by reading, commenting and sharing. On average, B2B buyers consume 10 pieces of content before making a purchase decision. The infographic advises us which content types accelerate consideration and lead generation. For example case studies, ebooks, whitepapers, newsletters or FAQ pages. Accomplishing here everything right will increase total page views, longer visit duration, lower bounce rate and content downloads. All for a more virtuous online presence.
The average reader spends 37 seconds reading a blog post. Interested users will spend more time with your content if it’s useful.
Conversion is something every marketer is hunting for. Nevertheless, the definition of conversation can be profoundly different depending on how the marketers define the KPI. If the potential customer is completing a form or talking to a salesperson we could consider it as conversion. Content marketing related conversion is 6x higher than other methods. We can read in the graphic that 80% of marketers prefer content marketing and storytelling against advertisement. In this step everybody is looking for contact information we gather and increased numbers of leads to our sales funnel.
As you can see you can measure at each step of our content marketing plan. For more on how to measure awareness, consideration, and conversion – check out the infographic: