5 Key Metrics For Measuring the Success of Your Content Marketing

Are you publishing content, but unsure how to measure success?

It’s easy to get lost in a sea of data when it comes to content marketing.

If you’re tracking everything from page views and time on page, to comments, likes, and shares, you’ll quickly feel overwhelmed and begin to wonder if publishing content is worth the effort.

Your best bet for effectively measuring the impact and results of your content marketing is to focus on these 5 metrics:

1. FIRST POINT OF CONTACT

Firstly, building an email list should be your number one priority if you want to track how visitors become customers. Managing your contacts and analysing subscriber activity will allow you to identify how, why, and when prospects decide to buy.

To capture leads, you need to offer gifts such as free guides, checklists, reports, and white papers. You can also use contact forms, converting people to subscribers by offering free assessments, consultations, or quotes.

Therefore, one of the most important metrics you should measure is the First Point of Contact. The First Point of Contact is the specific URL that your new subscriber opts-in from.

For example, let’s say you’re a Financial Advisor, and you write an article titled “5 Tips for Doctors Who Want To Get The Best Home Loan Deal”. Anyone that opts-in from this page should have this article attributed to their First Point of Contact.

Similarly, you might offer a free content download, such as a “Home Loan Preparation Checklist.” Again, new subscribers who download this checklist will have it attributed to their first point of contact.

Keeping track of this metric will help you determine which content is converting readers to leads. It will also help you understand exactly what your subscriber is interested in, allowing you to offer a more relevant and personalised experience.

In the first example above, it is highly likely that the new subscriber is a Doctor, so you can tailor your message to speak directly to the problems, challenges, and goals that a Doctor might be facing.

2. SOURCE OF DISCOVERY

Another important metric that you need to track is the Source of Discovery. Source of Discovery is a measurement of how the website visitor found your site.

We’ll talk more about how to track this later, but first, it’s important to understand why we need to measure this. Tracking the source of your website visitors helps you to determine which social and advertising channels are driving traffic to your website, and which clicks convert to new subscribers.

For example, you might discover that a lot of your traffic is coming from your Facebook Posts. You might then dig a little deeper and see that videos on Facebook are producing a lot of traffic. You can then use this knowledge to increase the number of videos you publish on Facebook.

Perhaps you notice while a lot of traffic is coming from Facebook, not a great deal of those visitors are converting into subscribers or customers. However, you might see that a large percentage of people who find who through Google Search become subscribers, which would suggest you should put more time into ranking higher on Google.

The insights will vary from business to business, and what works for one person may not work for you. The only way to gain relevant, valuable data is to publish content and track your results.

3. PROFILE BUILDING

How many pieces of content do you think a visitor or subscriber needs to consume before engaging with your business?

According to the Demand Gen Report, 2016, 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. 

This goes back to the adage of ‘trying to marry someone on the first date.’ A mistake that a lot of people make is trying to close a new subscriber immediately. You wouldn’t propose on the first date, and digital marketing is the same. Subscribers usually need to consume at least three pieces of content before they even consider engaging with your business.

Therefore, we need to keep track of what content each subscriber is consuming, so we can begin to promote unseen content, manage relationships more effectively, and analyse buying behaviour.

By tracking each subscriber’s consumption metrics, you will start to notice patterns. For example, there might be three pieces of content that are always consumed before a subscriber engages with you or makes a purchase.

You can use this knowledge to refine your email marketing campaigns, and you can improve your sales conversations by building the content that converts into the sales process.

There are plenty of awesome tools (see below) that you can use to measure this, and the data is incredibly valuable.

4. TRAFFIC & SUBSCRIBER GROWTH

Traffic and Subscriber Growth is also an important metric, as this is going to help you determine how often you should be publishing content.

For example, you might notice that your traffic and subscribers increase by 3X when you publish content twice a week, as opposed to once a week. You can then calculate the value of a subscriber and determine whether it’s worth it for your business to publish content twice a week.

Keeping track of your traffic and subscriber numbers relative to the frequency and type of content you publish is essential for refining and improving your content marketing strategy. It will also help you identify which types of content are resonating with your audience, allowing you to refine and optimise your publishing strategy.

5. SALES

You need to justify your investment in creating content with sales, so tracking how your content converts to a dollar value is essential.

However, it’s also important to focus on how you measure sales and attribute the result of a sale to specific content – that way, you can start to track the ROI from each piece of content.

Let’s say a subscriber converts to a paying customer, and makes a $1000 purchase. You should then revisit the subscriber’s profile and attribute a dollar value to each piece of content they have consumed. Additionally, you should also attribute a value to the First Point of Contact.

Here are a few important points about measuring sales and content together:

1. Content is compounding – this means that the ROI from a single piece of content will INCREASE over time. This is why timeless content is so valuable.

2. Not every piece of content will be a winner – some of your content won’t attract any subscribers or sales, and may even fall flat when it comes to traffic and engagement. It’s important to keep in mind that a) your best performing content will easily make up for the duds, and b) each piece of content helps you learn more about what works and what doesn’t.

3. Don’t expect quick, immediate results – producing content is a long game, and most people need more than a few weeks or months getting to know you and your company before marketing a purchase. So don’t worry if the sales and subscribers start off slow – keep producing content, and soon enough the wheel will turn.

Okay, so we’ve established the key metrics that will determine the effectiveness of your content marketing.

But how do we keep track of everything?

These four tools are all super handy, so if you’re not using them already, make sure you check them out.

1. GOOGLE ANALYTICS

This one’s pretty obvious. No doubt most people have heard of Google Analytics and probably use it as a default. Google Analytics is going to help you keep track of page visits and traffic sources, so it’s a great one for keeping track of First Point of Contact and Source of Discovery.

2. BITLY OR GOOGLE URL SHORTENER

If you’re publishing content on several social media platforms (and you should be!) then Bitly or Google URL shortener are handy tools you can use.

Creating unique URLs for each platform and piece of content will give you an additional source of data that will enable you to track clicks and views easily. This will give you some handy data regarding Source of Discovery. 

Google’s Campaign URL Builder is also a more advanced tool you can use to track custom campaigns in Google Analytics.

3. CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOFTWARE

Customer Relationship Management (CRM) Software such as HubSpotInfusionsoft, and Salesforce, is an essential part of digital marketing today. These all-in-one sales, email marketing, and customer management platforms will help you keep track of all the important metrics discussed above. They are also equipped to help you build some powerful Subscriber Profiles that show you exactly what content and web pages your leads have consumed.

You can connect all these tools with Google Sheets, which will enable you to store and collate all your data in one place. They do come at a cost, so if you’re looking for a more affordable solution, consider using HubSpot’s free features and pairing that with Email Marketing Software (see below).

4. EMAIL SERVICE PROVIDER (ESP) SOFTWARE

An Email Service Provider (ESP) is a type of software that allows you to manage your email marketing strategy. Software like Active Campaign and Drip are incredibly powerful and can be used to build customers profiles and track subscriber activity.

Converting a website visitor to an email subscriber is the first step towards profile building, so building an email list should be your number one priority. Active Campaign and Drip allow you to build automated workflows that will deliver specific content to subscribers based on their Source of Discovery and their First Point of Contact. 

Tracking how each contact becomes a subscriber and what content they opted-in for will allow you to deliver personalised, relevant content that will increase your chances of becoming a valuable source of information. From there, you can continue to nurture your contacts until they either become customers or decide you’re not the best fit.

Active Campaign & Drip subscriptions start off at very affordable prices and will provide a huge return on investment when used effectively. They also allow you to build custom forms that you can publish on your website, making it easy to automate your opt-in process.

If you have any questions about content marketing or measuring the results of your marketing strategy, then feel free to leave a comment below and I’ll help you out.

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5 Ways Australian Physiotherapists Can Create Relevant Content & Win More Business

Before the internet, word of mouth was enough for most private medical practitioners to keep their business going. Referrals were and still are a powerful tool for building your profile and attracting new clients.

But times are changing, and competition is increasing.

With a model that relies on repeat business, the real challenge for physiotherapists is to get new clients through the door on their own accord, and that’s exactly where a lot of private practitioners struggle. After all, they’re medical pros, not marketers.

In private practice, your reputation is everything

The truth is, most prospective clients have already made up their minds about you by the time they walk into your office.

Maybe they heard about you from a friend, or maybe they saw your website or Facebook page after a quick online search.

This is a powerful insight: it means they’ve already formed an opinion about you based on what they’ve heard or, more likely, seen online.

Therefore, the key to winning over new clients is making your online image as clear, focused and compelling as you can. It has to be a true reflection of your business, your expertise, and the value you bring to the table.

This means creating content that educates and provides value to your target market. It’s your chance to establish your authority in your field, and show them why you are the best choice for their needs.

And there’s also a hidden benefit: by establishing your expertise in a specific area, it gives you the ability to charge above market rates for your services. Consuming your content allows a prospective client to SEE that you have the knowledge and ability to solve their specific problems.

The more targeted your content is, the better

It’s time to leverage your specialisation, your skills and your experience, to show clients exactly how you can help them with their problems, all before they’ve set foot in your office.

That’s where the content you publish online comes in.

The key to effective content marketing comes from narrowing your expertise to a specific area or need.

Let’s say, for example, a large segment of your clients are footballers. How many private practitioners cater specifically to football-related injuries or issues?

By presenting yourself as an expert in this area, you’ve just caught the attention of every footballer, coach or parent who is involved in the sport.

And by sharing real, practical and useful advice with no strings attached, you’ve not only demonstrated your expertise, but you’ve also shown that you are credible, trustworthy, and above all, that you genuinely care about your clients.

That goes a long way in building relationships and increases your chances of turning potential clients into paying customers.

Now, let’s get into some precise strategies you can use to make this work.

 

5 Content Marketing Strategies For Australian Physiotherapists

 

1. Get the Timing Right

Timing is everything, so keep competition starting dates and large events in mind when you are publishing content. For example, the Melbourne Marathon Festival is typically held in October. With this in mind, you could begin publishing marathon-related content in August, offering advice on how to prepare to run in the event.

Similarly, football and netball seasons kick off in early April, so you could target this time of year for publishing content aimed at footballers and netballers. Players and coaches are likely keeping an eye out for content that will give them an edge, so offering tips on how to avoid and prevent injuries will be well received. 

Articles on things like stretching techniques for increasing flexibility, the benefits of sauna for recovery and endurance, and preseason recovery programs will also experience high engagement.

2. Target Specific Sports

Whether it’s the beginning of winter or the beginning of summer, creating content that is specific to a particular sport is another great strategy for reaching potential clients. You can create multiple pieces of content with a one-sport focus, such as ‘The Best Boots For Soccer Players’, ‘How Netballers Can Prevent Injury on Rain Affected Surfaces’, or ‘5 Ways Cricketers Can Stay Hydrated in the Field.”

Publishing content that is sport-specific will allow you to advertise to a narrowly focused group, increasing your chances of engagement and building authority across different sporting codes.

3. Target Specific Weather Conditions & Seasons

Another way you can narrow your focus is by combining a segment of your client base with the current season. For example, providing winter-specific advice for runners offers a relevant topic to a subset of your customer base. This will allow you to create a ‘niche’ focused piece of content, making you highly relevant and increasing your chances of engagement.

It’s important to provide value with actionable, practical advice that will answer any common questions your prospects might have. For example, the winter months usually mean that people are running on wet or damp surfaces. Content that advises runners on which running shoes or foot support are best for wet surfaces, what post-run recovery regimens work best, and what precautions to take to remain safe during winter will be relevant and valuable.

4. Create Specific Programs & Checklists

Creating specific programs and checklists that your prospects can download is an important strategy you should be utilising.

For example, you could publish the program as a downloadable PDF, where prospects need to enter their email to receive the program. This allows you to build your email list, giving you the opportunity to continue a dialogue and build relationships with prospects.

You could create a step by step injury prevention program aimed at footballers. Prospects would have to exchange their email to download the program. Downloadable content is essential for building your email list, and it also positions you as an authority within your target market.

5. Target Specific Age Groups

Another great strategy is to focus on delivering content targeted at specific age groups. Different age groups usually face different challenges when it comes to work and physical activity, so narrowing your focus to age groups is a great way to create relevant content.

For example, over 35’s mostly engage in physical activity for the health benefits, so providing advice on how to achieve optimal health while enjoying physical activity will be relevant.

You could also create content aimed at over 35’s who work full-time and sit at a desk all day. Some of these people are probably suffering from back soreness, so advice on the best standing desks, stretching techniques for back health, and advice on how to avoid problems caused by sitting all day will be helpful.

 

It’s worth noting that publishing valuable content is only one phase of content marketing. You also need a clear strategy in place for turning readers into prospects or clients. There’s no point putting all your effort into creating content if you have no way to capture leads or make a sale.

The best advice for getting the most out of your content is having an opt-in strategy attached to each piece of content. This can be in the form of an offer (such as a free consultation), or a content download (such as the injury prevention program mentioned above). This way, you’re incentivising each reader to exchange their email for more value, which allows you to generate leads and build relationships prospects.

If you’re not already producing content and building an email list, then now is the time to get started.

Good luck!

Why The First 2 Weeks of An Email Subscriber’s Journey is Critical (And How To Make The Most of It)

How many times have you signed up to an email list, only to find that the business doesn’t even email you?

You stumble across something that looks interesting, excitedly plug in your email, hit submit, and then… nothing!

You’d be surprised at how many businesses let this opportunity slip with their email marketing.

According to Adestra’s Email Marketing Industry Census 2018, only 44% of businesses send out an automated email when somebody subscribes to their list.

Even more surprising, just 18% send an automated email when somebody downloads content (such as a white paper, product info, guide, ebook, or lead magnet).

These numbers should be a lot higher because sending a welcome email and starting a dialogue at the highest point of interest is critical.  

This article will:

  1. Explain why it’s crucial to email new subscribers.
  2. Tell you what to say to your new subscribers to nurture them from lead to customer.
  3. Show you how to structure your Welcome Series to optimise your results.

So, let’s get into it!

When it comes to Email Marketing, why is it so important to email subscribers when they first sign up?

When somebody gives you their email address and signs up to your list, their interest is at its highest point.

They have given you their email because they either, a) want the lead magnet you are offering or b) enjoyed your content and want to hear more from you.

This is why it’s so important to engage with them when they first sign up – they want to hear from you! If you neglect new subscribers, they will quickly lose interest and become another dead email on your list.

If you follow up on their initial positive experience (that made them subscribe in the first place) with another positive experience, you start to build a relationship.

The more value you give to your subscribers in the first two weeks, the stronger the relationship gets, and the more likely they are to listen to a sales conversation.

So, how do you take advantage of a new subscriber’s interest and start building a relationship?

The key to making the most of your email marketing strategy is implementing an epic Welcome Series Sequence. A Welcome Series is a sequence of automated emails that you send out to new subscribers. The aim is to provide more value while getting to know your subscriber on a personal level.

 

The Perfect ‘Welcome Email’ Subject Line

There are two things you need to include in the subject line of your welcome email:

  1. The subscriber’s name
  2. The words “thank you”.

From HubSpot’s Ultimate List of Marketing Statistics:

Email subject lines that include the words “thank you” have the highest above-average engagement levels. (Adestra, 2015).

Emails that included the first name of the recipient in their subject line have higher click-through rates than emails that do not. (HubSpot, 2014).

 

How To Structure Your Welcome Series

An effective Welcome Series should contain anywhere from 4-7 emails that are spread out over the course of 1-2 weeks.

For more advanced campaigns, you can also create multiple Welcome Series sequences that are personalised depending on the subscriber’s First Point of Contact and Source of Discovery. [I explain in-depth both First Point of Contact and Source of Discovery in our 34-page Content Marketing Guide. If you’d like a copy, send me an email at brandon@contentjet.com.au]

EMAIL 1: Welcome + Thank-You Message

Use this email to thank the person for subscribing to your email list. Remember to use the subscriber’s name and ‘thank you’ in the subject line to help maximise your open-rate.

You also want to use this email as a teaser for the next 4 emails. Tell them what they can expect over the next week or two, and let them know why they should be opening every email.

It’s important to create a sense of excitement and let your customer know there’s plenty of value on the way so that they will be anticipating your next email.

 

EMAIL 2: Present the Problem + Introduce the Benefits of Solution [Cliffhanger: Solution]

Use this email to make the subscriber aware of the problem. Highlight the pain points and try to paint a picture that reflects their current experience.

For example, we might say,

“It’s tough to get a constant flow of traffic and leads to your website. Today’s digital world is noisy, and people’s attention span is shorter than ever.

The good news is, there is a solution – Content Marketing!

By offering value in the form of content that educates or entertains, you can capture some of that limited attention and get traffic flowing to your website.

If you’re producing content regularly, then you’re going to see a steady increase in traffic and leads, while also building authority in your industry.

What’s more, there are a few specific strategies you can implement to ensure that you’re not wasting your time creating content.

Tomorrow, I’ll talk more about the method that works and how you can use it to increase your traffic, so keep an eye out for the email.”

 

EMAIL 3: Solution + Introduce Product/Service [Cliffhanger: Proof]

Now it’s time to introduce your product or service and talk about how your solution can help solve the problem your subscriber is dealing with. Give them a full rundown of how your product or service works, and why they need it.

Finish the email off with a primer for your next email, with something like:

“P.S. Tomorrow, I’ll show you how we helped 4 businesses achieve amazing results with this solution. Make sure you check out the email!”

 

EMAIL 4: Testimonials/Social Proof [Cliffhanger: Special Offer]

So you’ve made the subscriber aware of the problem, related to their current frustrations, and introduced your solution. Now, we need to prove that it works!

This email should be packed with testimonials and reviews from past clients that help your subscribers gain trust in you and your business. If subscribers can see that your solution works they will be more likely to purchase your product when you send Email 5.

In Email 5, you’ll be giving your subscribers a special one-time offer, so finish off Email 4 with a teaser letting them know that a special offer is on the way!

 

EMAIL 5: Special Offer + New Workflow Discovery

This email is where you present your unique, one-time-only offer to your new subscribers. It might be discount or free consultation that is only available for 24 hours. Your subscribers who have opened every email and found value in your content are going to be more likely to buy than if you simply emailed them and said: “buy my stuff!”

You can also use this last email for ‘New Workflow Discovery’. The power of email automation and segmentation means we can begin to offer more personalised content for each subscriber.

Therefore, you can end the email with a question that will help you offer relevant content moving forward.

For example, let’s say you’re a Physiotherapist – you might end the last email with a CTA like this:

“Moving forward, I’d love to offer you more relevant content that will bring you value, so please click on the link below that best describes you:

[Male, 15-25 years old]
[Male, 26-40 years old]
[Male, 40+ years old]
[Female, 40+ years old]
[Female, 40+ years old]
[Female, 40+ years old]”

Those who click ‘Male, 26-40 years old’ would then be placed in an automated workflow that sends content that is relevant to that demographic, such as advice on how to keep fit while raising a family, or how to workout while working a full-time job.

The question is designed to help you learn more about your subscribers, so the more specific you can be, the better.

 

BONUS TIP: Another great idea for your email marketing strategy is to work some of your best content into the Welcome Series. For example, include a CTA to your best, most relevant content in each email, to further the relationship by providing added value.

If you’re not already collecting emails and communicating with new subscribers via a welcome series, I highly recommend implementing it. You’ll quickly reap the rewards from beginning a dialogue with prospects and authentically providing value.