Successful Content: 5 Ways to Measure Results


We don’t just create content, we create a strategy that delivers results. Measurable marketing is the only way to market. Recently Search Engine Watch outlined 25 tips for measuring success in content marketing. Here’s how we use them at Red212:

The Obvious Metrics
This is the easiest set of data to measure. Google Analytics can determine if there is an improvement in metrics like traffic, page views, unique users, average time on site or pages and average number of pages per visit. Even if you get thousands of visits to your site, are they the right people? While it’s great to show an uptick in traffic as a result of increased content creation, the real goal is delivering the right content to the right people. More isn’t always better.

Engagement and Social Metrics
Thanks to social media, we have much more insight than we used to on how interested your audience is. If no one is liking, sharing, or commenting, your content probably is not reaching the right people or it is just bad. Keep your business objectives in mind when analyzing engagement metrics as well. You may have posted something really controversial about our current presidential candidates and stirred up a lively conversation. But if you are trying to sell baby blankets, and sales haven’t gone up, you might be “conversating” for the wrong reasons. It’s also important to know that not all engagement leads directly to sales. If the sales-cycle is long, and the purpose of your blog is to gain subscribers, keep producing content that earns their trust. Eventually they will convert.

Search Metrics
With our long history in SEO, this is our favorite area of data analysis. With the majority of users starting an online search for something on Google, it’s critical that you appear at the top of search results and drive quality traffic that converts. Did your Google traffic increase after a series of blog posts? Are you driving more traffic for more relevant keywords? Are other relevant sites linking to you and sending traffic to your site? Then your content is starting to hit the mark.

Brand Metrics
Are online users searching for your brand more often than they did before? If your brand messaging is clear in your content, and your goal is to raise awareness, you better have the numbers to show that the content is working in your favor. Reputation is also a very important factor. Some say even bad press is better than no press at all. But online, in Google’s world, their ability to detect sentiment can have an adverse effect on your traffic. Google knows if users are not happy with your brand, and they will rank or not rank you accordingly. Don’t just throw content out into the interwebs – make sure you know what people are saying both on your site and off. Ensure that comments and engagement are positive or that you’re addressing any negativity that arises.

Content Performance
The most important piece of measuring your marketing campaigns is the ROI. Ultimately, you are in business for a reason, and it’s just smart to make sure that your marketing efforts are getting a return on your investment. Is your content driving users to purchase or inquire for more information? Are you improving the user experience in some way? Whatever stage of the funnel you are trying to reach, or whatever the objective, measuring your success is critical.

When you know the data inside and out, you will know the effectiveness of your content. More importantly, you will be able to deliver content that is useful and drive conversions. Remember, we’re here to help people, not just to play the numbers game.


Marketing Trends Here to Stay

While we may not have any fortune tellers or psychics at Red212, we have a good idea on where marketing is going this year.

    1. Measurement dominates:
      Data analytics tools are ever-growing and provide deeper insight into target markets. Brands are expected to spend 73% more on analytics in the next 3 years. It improves effectiveness by measuring results and allowing marketers to understand what works best, and thus maximizing Return on Investment.
    2. Relationship marketing drives content:
      Great content won’t go far without a community that wants to read it. By focusing on the relationship first, marketers can better understand consumer needs and wants, and then provide content that fulfills them.
    3. Increase in transparency:
      Trust is key in relationship building. Consumers are becoming more and more demanding of authenticity. The Internet has empowered consumers to be choosier than ever, no longer limited to what is physically in front of them in the store. They want to know a brand’s values match up with their own, and now more than ever, they have access to that information through a quick Internet search.
    4. Brand ambassadors become more wide-spread:
      95% of Millennials say their friends are their most trusted source of product information. Brand ambassadors add this human element to a company or product, making it seemingly more accessible and therefore, more trustworthy.
    5. Ad blockers:
      As more people adopt ad blockers onto their computers and phones, we will see a decrease in interruptive marketing (traditional display ads). Marketing will have to become more relevant and personalized to reach the consumer on their terms.
    6. Mobile becomes the center of everything:
      According to Think with Google, 87% of people have their phones by their side day and night. 30% of all US eCommerce comes from mobile shopping. Everything is become more and more interactive, turning something as simple as ordering pizza into a digital experience.
    7. Micro-moments:
      Micro-moments occur when people reflexively turn to their device to act on a need – to learn, to watch, or to buy. Wall Street Journal reported that 91% of smartphone users look up information on their device in the middle of a task, and 82% consult their phones while standing in a store trying to decide what to buy. Marketers need to connect with these consumers at that moment – delivering exactly what they’re looking for the moment they’re looking.
    8. Location-based marketing:
      From text alerts when the consumer is in proximity of a store, to RFID chips at events, this is a new technology that’s only going to grow in popularity. We can’t wait to see how it evolves in 2016.
    9. Wearable technology:
      Marketing will adapt to the increasing adoption rate of wearable technology such as the Apple Watch, Google Glass, and Fitbit. It’s time marketers take advantage. For example, here in Cincinnati, the company Strap is using “Human Data Intelligence” to power email marketing campaigns. As the consumer hits certain goals such as number of steps or active minutes, they are sent reward coupons that correspond.
    10. Account-Based marketing:
      The new “it girl” of Business to Business Marketing. Gone are the days of a single decision-maker in a company. While account-based marketing has been around for a while, it has been picking up speed lately. ABM makes it easier to reach the collective decision makers without multiplying the effort.

New Year, New Red212

Red 212 Globe Welcome to the new Red212. The new year brings with it new vision and new passion.

Our advertising agency was built on measurement. We saw our biggest success in the early days of direct response television with definitive measurable campaigns. Using today’s technology, those same principles can be applied with even deeper analytics. Measurable success is in our DNA, and we emphasize it in everything we do. The more we can measure, the more focused and successful our clients can be. While other businesses get excited over awards, we get excited by real business growth.

We also believe that business is an incredible force for driving positive change. Our work encourages the growth and profitability of brands and companies that are making a difference, so they can continue to address pressing societal issues. The more successful these businesses are, the more they can do for our world. Social consciousness has always been a fundamental force behind everything we do, but it’s time to bring it to the forefront.

We believe this re-brand more truly represents us as an agency. As we work to form deep relationship with our clients, we found it essential to be more forthright with who we are and what drives us. Relationships matter, and authenticity is key.