Whenever you contribute efforts towards enhancement of a certain digital media marketing essential or any other department for that matter, it is of utmost significance that you measure the effects it is rippling on the market and ultimately reflecting on your overall digital presence as well. Whenever you want to create a measurement program, it always helps if you have already figured out how frequently you want to measure it. Starting off with a monthly basis can be a productive choice.
Furthermore, when you have already set your goals with respect to your content marketing and listed all the Key Performance Indicators (KPI), it makes your work even easier. Different goals will require different KPIs. Once you know which KPI to track, it becomes relatively easy to do so. For e.g., if you want to measure and increase the engagement, your KPIs will be checking the bounce rate and the time spent on the page.
Following are some tools which will help you trace the content marketing program and its performance as well:
- Hootsuite for Social media analytics
Similar to Twitter Analytics, Facebook Page Insights and YouTube Analytics, Hootsuite is the perfect tool to analyze your social media marketing analytics combining the measurement of Facebook, Twitter, LinkedIn, Instagram all into one single application. Along with measuring your real-time engagement where you’ll learn about all the likes and shares, Hootsuite also lets you track the brand mentions. When you want to know more about your social media engagements, mentions are one of the most important KPIs. Measuring the number of times your brand was mentioned within a given time frame is just a click away. Additionally, these mentions also let you know how popular your brand is along with helping you manage your business.
- HubSpot to measure SEO
Commonly known to provide analytics, HubSpot offers so much more productivity in terms of monitoring and calculating engagement, brand mentions, leads and above all, tracking the SEO. It recognizes the blog posts, social media posts, landing pages and even emails which perform exceedingly well based on the keywords while considering the backlinks as well. Fundamentally, it collects all the content posted by you and scrutinizes as to how it affected your search engine rankings. Its inbox tool will allow you to monitor the brand mentions whilst giving you a detailed report as to where your leads come from, how they react towards your content, which links are visited and which ones are ignored.
- Hotjar to track conversions
Hotjar is an excellent tool if you want to track every aspect of the time spent by the user on your website. Probably the most simplified tool to use, you can just sit back and relax while Hotjar displays a legit video on every activity of your visitor like moving the cursor, clicking on a particular link, tapping and even scrolling through your pages. It measures the scroll depth as to which piece of content is scrolled till the end thereby giving you a detailed analysis of your best and worst-performing content. Additionally, it provides information on what made your users drop your brand and prefer the competitors’.
- Google Analytics to measure ROI
Being one of the most popular tools, Google Analytics has set pretty high standards with respect to monitoring the data, price and various features which other tools may find difficult to penetrate. Google Analytics analyses the statistics as to how much every conversion is worth. This feature to assign values to the respective conversion is highly productive. If you figure out and add their respective values to your conversions, you’ll be left with some strong data to support all the content marketing efforts you have injected. Moreover, GA also acts as a good indicator measuring the bounce rate and traffic through emails, guest posts and so on.
- Accuranker to measure search rankings
Every organization aims to elevate its organic traffic. However, when you look at the entire traffic report, you need to keep an eye on the organic traffic growth specifically on the blog posts with keywords and their respective rankings. Accuranker will provide you with an automated report which will give you a weekly update for the specific keywords.
Conclusion
All these tools will, in turn, help you measure the ROI on your content marketing investment. If at all you want to ensure that all the efforts in your content are paying off, you can always turn towards Digital Hangover which will ensure a guiding hand over the usage of all these tools.
