In our social media world everyone has a story and everyone has content to share. But, as a business, it’s not enough to just create content and send it out into the world. Successful content marketers track marketing metrics and use their insights to constantly refine and improve their campaigns.
Marketing data is everywhere and it’s easy to feel overwhelmed by the sheer volume available. Apparently there are over 2 million cat videos on YouTube with an average 12,000 views each. But cool numbers and vanity metrics don’t help you make better business decisions.
Here are four relevant metrics we believe help you spot trends and patterns and make informed decisions on where to invest your marketing spend.
1. Which products and brands are performing?
Let’s say you create a video showcasing your spring fashion collection. It’s easy to collect data on the number of views. But what you really need is data at a granular level to track views, clicks and conversions along the full sales funnel.
If there are five dresses in the video, how many viewers clicked – not just on the video or the related web page – but on each individual dress? How many of those specific expressions of interest converted to sales and what revenue did you earn?
2. What content works best and on what platform?
Getting likes is easy – just add a cat video – but how do you know which content is generating real value? How much traffic is it driving and what about revenue generation?
Going back to that spring collection marketing campaign. How did each dress perform when you used the video on different websites? Did it get more clicks or conversions as an interactive picture in an advertorial? Did it work better on Instagram or Pinterest?
Most brands are marketing across channels and platforms and need insight into the bigger picture. You may have thousands of Instagram likes but what about revenue and how does it compare with YouTube? How does social media perform compared to advertorials?
3. How do you create profitable partnerships?
When you collect the volume of data that we do at Spott.ai, you build up a picture of what different audiences are interested in. With this insight Spott.ai can suggest compatible matches between brands and digital publishers or social influencers or TV shows for product placement.
It works the same with social influencers. When you have rich data, you know which brands to approach. Your audience has an affinity with them and including their products in your content feels natural. It’s about building relevant connections and having the data to back it up rather than relying on guesswork or gut feel.
People generally do not like only one thing – they are interested in a wide range of brands, media and people. So who should you collaborate with to generate extra value for your audience – and yourself? Based on the data Spott.ai gathers, we know what your audience cares about.
4. How well do you know your audience?
Every marketer has a target market but do you know who is actually engaging with your content? With greater insight into the age, gender and location of your followers and audience you can create more personalised content. If you’re a social media influencer this data is a valuable marketing tool when presenting credentials to brands.
Marketing managers, content creators and social media influencers all need data. At Spott.ai, our goal is to ensure you have relevant hard data to track the effectiveness of your content marketing campaigns across multiple channels. To make the decisions that will help your business grow, you need insights into value, conversions and revenue not just cool numbers.
Check out our website for full details of how Spott.ai’s data dashboard can help you maximise the value of your content marketing.
