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What are the best content marketing metrics?

04.11.2015 by Adam //

Ask content marketers to discuss the benefits of their trade and you will, no doubt, be regaled with facts, statistics, and examples that clearly demonstrate how successful and discipline it can be. But ask him or her to quantify that success with a number, and the answers aren’t always as cut and dried.

Sustainable success rarely comes overnight, regardless of your marketing technique of choice. More likely, any gains will be the result of a slow, steady climb in the influence, visibility, credibility, and desirability of your business — benefits that content marketing is proven in its ability to establish and grow. But try telling that to an executive who urgently needs to justify a content budget with calculations that show a definitive financial impact.

Measurement comes at the end of this framework, but for many, it’s the beginning, middle, end (and everything in between) of your content marketing process… and it’s not easy.

As our content marketing research indicates, 33 percent of B2B marketers and 41 percent of B2C marketers cited the inability to measure as a significant challenge. In the video below, CMI consultants Carla Johnson, Michael Weiss, Ardath Albee, and Jay Baer discuss why this number is likely too low, and share some of their insights into what, specifically, content marketers need to be measuring.

Here are five metrics to effectively measure your content marketing efforts:

1. Brand Lift
Building buzz about your brand should be an ongoing goal of your content marketing efforts. The way consumers perceive your company is really important because there are many competitors gunning for the attention of your customer base. This metric tends to be more abstract, but that doesn’t diminish its importance.

2. Increased Traffic
When your content is created and then distributed to your audience, the hope is that this effort will drive traffic back to your web properties. Measuring an increase of organic traffic from the search engines to your website is a worthwhile method of determining whether the content you’re creating is engaging enough to draw traffic to your website.

3. Social Interactions
A metric that allows you to better understand whether your content is resonating with your online audience is the amount of quality social interactions each piece of content garners. By monitoring the gross amount of tweets, retweets, likes, shares, comments, mentions, and more, your business will be able to understand what content was well received, on what platforms and by what users.

4. On-Site Engagement
Once traffic is driven to your website from the variety of content you’ve distributed, take a look at the on-site engagement that that traffic generated. It is one thing to drive traffic to your website using content marketing, but if that traffic doesn’t do anything once they’ve visited your website then the traffic isn’t qualified, interested in your offerings or engaged enough to continue interacting.

5. Lead Generation and Subscriptions
One of the most valuable metrics to monitor when it comes to your content marketing efforts is if your lead generation efforts increased, as well as your subscriptions to your e-mail list or followers to your social media accounts.

 

 

Categories // Content Marketing

Top 10 common mistakes every start-up entrepreneur should avoid

04.10.2015 by Adam //

 

Making your own business from scratch is difficult. That’s why most entrepreneurs commit mistakes, especially those who are new.

To help you grow as an entrepreneur, I listed below 10 of the most common mistakes every start-up entrepreneur should avoid.

Here are the following:

1. Trying to build a product for everyone.
He, who tries to please everybody, pleases nobody.

2. Lack of focus.
All entrepreneurs are cursed with having too many ideas that are too tempting not to be executed. The point is to be able to put everything else aside and focus on one with best timing and most potential. Jack Dorsey mentioned somewhere that he had his Twitter idea almost a decade before he started it and put it in shelf – which is his way of clearing distractions.

3. Ignoring cash-flow.
As already mentioned in many answers confusing cash-flow or ignoring it is surest way to fail.

4. Quitting too early + not failing soon enough. 
Quitting and failing are 2 different things. Failing soon is about not wasting time (or failing in love) with features once you have enough evidence they aren’t going to make profit – you should seek that evidence all the time. Quitting on another hand is giving up to circumstances while knowing that what you are doing can work and will make you happy.

5. Wasting time on what competition does. 
Someone once famously tweeted: “If you spend all your time looking at your competition your product will end up looking like competitions ass.”

6. Picking the wrong co-founder and not having a shareholder’s agreement in place.
Talking or wishing and doing are to separate things, when you are motivated and excited everyone feels like a winner. All people tend to overestimate themselves, however once it comes to action many back off or find reasons and excuses to go for the easy and safe route. Making sure you aren’t giving equity to a “co-founder” before you get a proof is what shareholder’s agreements are made for.

7. Issuing equity too early.
Many people you hire early on may only a half-hearted commitment and ambitions on their own. Once I was going to offer small part of equity to an advisor and I had a chat about it with one experienced partner in a law firm, he told me: “Why would you need an advisor who does it for equity? Get people who are excited about your product and want to help out because of that excitement and belief in it, then after a year or more you can talk about equity.”
Same thing with stock options, the ideal time frame should be around 5 years, if you give it to someone after 1 year of working they can simply walk away and take a free ride while you’re working your ass off increasing the value of their stake.

8. Too many features – overcomplicating. 
Everybody knows why Apple was so successful. Here’s a quote from Albert Einstein that sums it up nicely: Any darn fool can make something complex it takes a genius to make something simple.
It’s the simplicity not complexity that sells (and makes it hard to build)

9. Not seeking or using customer feedback.
Well they may not tell you what you should build but they can surely tell what’s wrong – as Bill Gates once famously said.

10.  Underestimate the value of connection and networking.

Categories // Entrepreneurship

Top Content Marketing Tools that is very helpful

04.10.2015 by Adam //

Companies are defined today by their unique story. Anyone can sell a product but why buy that product over another? Creating radio spots and billboard ads are not enough in today’s consumer centric marketplace to connect with customers, it’s content that helps craft a story about your business, drive home your unique value and inform potential customers why they should buy your product or service over others.

Jumpstarting your content marketing efforts can be an uphill battle if you don’t have the right tools in place to get the job done. It’s time to think like a journalist and a marketer to offer your audiences content that is both useful and entertaining, similar to the value a publication brings to its readers.

There are a variety of content marketing tools, services and applications available, each promising to save the day for everything from persona development to editorial planning to content management, amplification and measurement.

Tools are essential for ensuring quality, consistency and enabling scale when it comes to just about any kind of digital marketing. Content Marketing is no different.

I have attempted to put together a map of content marketing tools available to online marketers.  My hope is that this will help guide you through the many content marketing technologies and tools alike to the right one that fits your needs.

1. Percolate

Percolate

Percolate sources, curates and schedules content for brands to share on the social web. Also uses insights to suggest new content creation. Through Percolate, a brand can publish content for and engage with audiences on Tumblr, Facebook, Twitter, LinkedIn, WordPress, and Drupal-based .com.

2. LookBookHQ

LookBookHQ

LookBookHQ is not unlike Pinterest and Slideshare in that you assemble content (original and curated) including web pages, files, images and video that then become “embeddble” and sharable on social networks. Essentially, LookBookHQ is a way to make your content marketing more visual. Content is displayed in what looks like a Pinterest board. You can annotate images within it and connect them to each other. Some of the content behind the tiles can be gated while other content is open access. Analytics are available to measure engagement and you can integrate with leading marketing automation and CRM solutions.

3. ÜberFlip

Uberflip

Uberflip is responsive-design curator feature for content in just about every format from video to social to PDF that can be published as a hub. Conversion functionality is built into the hub, with customized call to actions. This is a great example of a platform that will help a brand create a “best answer” hub for a topic they want to be known for.

4. Contently

Contently

Connects brands with access to a large pool of newspaper and magazine journalists including management tools for content creation, workflow and payment.  Offers a freelancers a place to catch extra work and brands a combination of talent network, content creation tools, workflow tools, publishing, sponsorship and distribution features.

5. Little Bird

Little Bird

Little Bird is a platform that helps companies find, engage and subscribe to real influencers on any given topic.

6. PaperShare

PaperShare

Shifts conversion from the brand site to the content itself using an upload once, share anywhere approach.  Includes a dashboard that offers channel specific analytics that let you know who is reading your content, which channels they came from, what else they have read and any insights they share. Also includes an engagement dashboard for nurturing and direct interaction.

 

Categories // Content Marketing

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