In a survey of customers by Demand Centric, 82% of respondents felt more positive about a company after interacting with custom content. Content creation is a fantastic way to establish your company as a thought leader in your respective space, and helps drive leads to you as they look to your company for information to help with the purchase decision.
But we can't simply just create content and expect it to be valuable. We need to have measurable analytics that lets us better understand both a) what content is helping to drive conversions; and b) what channel provides the most awareness to our content.
Using the Media Center in SharpSpring, we can help answer both questions. By creating trackable links for our assets unique to the marketing channel they will be distributed on, we can see both total global views and views respective to a channel. Somtimes what we anticpate as our primary lead generation channel, turns out to not be the case. If we assume leads are funneling in through a PPC ad click, when in reality they are engaging with our content on our social channels, we can use this information to ensure our marketing dollars are being spent in the right place.
Assets to Track
If you excited about the possibilities of the Media Center but not sure where to start, use the below for some ideas on what types of assets to begin tracking.
- Links to Social Pages.. Establishing a social presence in today's consumer friendly market is key to helping build brand loyalty. From a content delivery perspective, tweets and posts are a quick way to spread your message to an audience. If you include links to your social site anywhere in marketing materials, create those links as trackable assets in the Media Center to understand where leads are visiting. If more leads are visiting our Facebook page over Twitter, we should invest in our social strategy specific to that channel.
NOTE: If you include links to your social sites in the footer of your email, replace them with trackable asset links to have improved visibility into where leads are clicking.
- Case Studies. When maximizing our content strategy, we discuss establishing your company as a thought leader in your respective space. Part of this process is content creation that resonates with your audience - or at least - content we assume will resonate with our audience. A content marketing strategy can go south quickly if the content we create is misaligned with our target audience, but how do we find this out? By creating trackable links for our content, we can refer to the statistics for both a) quantity of views and b) where leads are finding our content.
- Your website. This tactic is especially key if you are working with referral partners, as we ideally want to partner with organizations that help increase brand awareness for our own brand with mutual benefit. Co-marketing blogging is a popular approach for companies with complementary services / products to create content that is then hosted on the counterparty's site, with a linkback to the author site. By using a trackable link for these linkbacks, we have improved transparency into how many leads are funneling into our site (both anonymous or known leads) based on the referral partner content.
- Order Forms, Contracts, etc. Wish you knew when a lead opened up your order form so sales could make a well timed phone call? By creating trackable links for these resources and enabling some simple automation, we can quickly enable our sales team to follow up with leads who are preparing to make the final decision.