Content is the cornerstone of marketing, forming the foundation of many businesses’ attempts to grab attention or differentiate themselves from their competitors. Inseparable from the content model is tracking, the methods by which you monitor and evaluate the reach and impact of your content. Metrics like impressions and volume are par for the course, but are they really all you should be looking at?
The simple answer is no, but it’s probably not immediately obvious what else you should be focusing your attention on. Here are 4 key areas you’re probably overlooking during the content tracking process:
1. Looking for Stolen Content
It should be no surprise that the internet is rife with content thievery and plagiarism. If you’ve put a lot of work into developing something worth sharing, odds are that someone else will sense an opportunity in appropriating what you’ve created.
You’ve likely heard of Google Analytics, the most popular ad and content metric-tracking platform, but Google Alerts should be the go-to for companies looking to ensure none of their content has been nabbed. Just input key phrases into the tracker and be prepared to scan for any instances of plagiarism that may be out there — this is crucial for ensuring tight control over your brand’s image.
2. Monetizing Content
For most businesses engaging in content marketing, the point is to spread the word, not directly generate revenue — but why not dabble in a bit of both? The methods for monetizing both videos and blogs are well known, so the transition into making money from your content should be a relatively smooth one.
Of course, you’ll want to take existing content metrics and generate revenue estimates with them before diving in head first. Digital rights management platforms like Aux Mode work to provide concise financial reporting for each piece of content and track the ad dollars tied to it. Use a YouTube revenue calculator to get a good sense of what the financial impact of content monetization will be for your business — plug in a few numbers, and you’ll see that it’s likely too large to ignore.
3. Surveying Customer Intake
If you want to know the true impact your content is having, simply ask your new customers if they’ve encountered it. This will give you a rough sense of your content’s reach, and some more pointed questions will help you gauge its reception as well.
Customer experience platform GetFeedback’s guide to developing customer surveys for content marketing is a helpful jumping-off point, but be sure to pose questions relevant to your content in particular. Are your customers getting the right message from your content? Does it have the precise impact you’re hoping for? Your customers will be able to answer — you just need to ask first.
Your content reaches more than just your customers. Though it’s not a simple thing to track empirically, the word-of-mouth impressions of people can have a significant impact. Don’t be afraid to ask people on the outer fringes of your network about how they view your content — if they’ve viewed it at all. The more perspectives you can get, the more you’ll know, regardless of whether or not you can compile it all into hard data.
The point of tracking is ultimately to know how your content is being received in the world at large and to understand how that reception is affecting business. To be able to see the full picture, you’ll need to start tracking in ways that might seem unconventional but are critical for the future of your content strategy all the same.