A Guide for Content Marketing Metrics
Two truths, 1 lie. Find the lie:
- Marketing metrics are crazy important
- There are too many marketing metrics
- The easiest metrics to track aren’t the most important
Okay, that’s a trick question. All of those are true. We <3 metrics. But, there’s so many of them that it’s hard to choose what to track.
That’s why our dude, Andy Crestodina from Orbit Media, looked at 37 marketing metrics to help you decide what to track.
Let’s get this out of the way first…
Metrics follow Julian’s Law. Basically, the easier a metric is to track, the less important it is. Easy to find numbers are just vanity numbers. They’re good for your ego, but not much else. Tracking social media followers is a great example of this.
The metrics that are harder to find, the ones that take serious effort to uncover, will tell you more about your marketing efforts than any vanity metric. Tracking conversions per page by source is a good example of this.
So if you want to track more useful metrics, you have to ask harder questions (and get dirty with Google Analytics).
Ask things like:
- Which of our blog posts do mobile visitors spend the most time with?
- Which of our blog posts converts the greatest percentage of visitors into newsletter subscribers?
- How much time do Facebook visitors spend on our website compared to LinkedIn visitors? (That answer might surprise you)
Case in point:
The official Google Analytics Twitter account recently tweeted out an Orbit Media article. That account has over 1M followers. If Orbit Media was focused on tracking the number of social shares of an article, this would be a huge win. And it might cause them to spend more time on Twitter promotion.
But, they’re not focused on social shares. They’re focused on tracking newsletter subscribers by source, and they found out that the Google Analytics tweet led to 1 new subscriber. Just one. So maybe spending more time on Twitter isn’t worth their time.
More to learn in this article. Smash the button. Get more knowledge 👇
7 Ways To Increase Your Organic Facebook Reach
Building an organic audience that actually engages with you takes some serious time and dedication.
SEMRush is coming at us with solutions to Facebook’s latest algorithm move that emphasizes meaningful interaction. Let’s get started.
1. Out of all other content types, video is the content king on Facebook
Dove has taken full advantage of this with their #choosebeautiful campaign. But there are two things you need to keep in mind.
First, ya gotta use captions. 85% of Facebook videos are watched without sound. So make sure you’re not ignored by default.
Second, front load your content. You have 3 seconds to capture someones attention so make sure the most important messages appear first.
2. Create natural discussion
It ain’t easy to get people talking. The old days of blatantly asking for likes, comments, and tags are over. Start by asking stimulating questions. Look for all the different angles to take with a single post.
3. Get your employees on board
Facebook prioritizes content from family and friends over business pages by a lot — like 16x more likely. Know what that means? Your greatest assets become your employees.
4. Fewer links, more photos
Give the people what they want! Facebook wants to keep people on Facebook. They become a grumpus when you try sending followers elsewhere. Keep FB happy with a fresh mixture of content in your feed.
Partner every post with some visual flair. Tools to help you do this include Canva, Stencil, and Design Bold.
5. SEMRush says, “untargeted mass posting has been replaced by selective posting”
ou have the ability to target a specific audience whenever you make a new post. Here’s how to do it.
- Go to settings in your Facebook page
- Select “general”
- Click edit to the right of “Audience Optimization for Posts”
- Choose the box that allows you to select a preferred audience and save!
Next time you go to create a post you can hit the drop-down menu labeled “Public” and be able to choose restricted audience or newsfeed targeting. We pumped to give this a try!
Ahhh, we ran outta room. There’s a ton of great examples inside…
Flame Grilled, Just Like You
Well folks, it’s official. AI is taking our jobs. Burger King used a supercomputer with AI to write and direct their latest ads. It’s all over for us copywriters.
It’s been a good run. We’ll see you in the bread lines.
The AI computer is so good. It came up with killer lines like, “Flame grilled, just like you,” and “Burger King, have it Uruguay.”
Hold on a sec…those lines don’t make any sense. These ads are actually horribly written. So bad that they’re hilarious.
Not much else to say here. Seems that our jobs are safe (this week at least). Click through to laugh at how bad AI is at writing and directing…
“Social media is about the people. Not about your business. Provide for the people and the people will provide for you.”
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