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Content Marketing

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Digital Marketing - Study Notes:

Aligning content metrics to business goals

It's really important to make sure that you're still aligning your content metrics to your wider business goals. We're going to look at some of these metrics and what stages of the funnel they should actually assign themselves to.

Awareness

In the awareness phase, some of the most important metrics are the reach, how many people you've reached with your content piece. The impressions is how many times you've reached them. And then looking at the frequency, which gives you the average overall times by which you're reaching your audience to saturation point.

A great piece of research was done by Mindshare in the UK that showed optimum frequency in terms of reaching consumers to shift. The dial on audience perception was between four and eight times. So that meant to really shift the dial in terms of being able to generate sales or change a consumer view on a brand or product, you needed to hit an individual four times the same piece of content. So optimize your content in the awareness phase definitely your own frequency. Tools like Facebook's frequency and reach purchasing option allow you to do this and to set the frequency metric that you want to deliver on based off your business objective.

Consideration

The next phase around consideration, the most important metrics to measure are clicks, engagements, and sentiment. In this phase, you're trying to nurture the lead down the consumer sales funnel. So in this phase, it's very much dedicated to nurturing ongoing conversation, providing that engagement back and forth with your potential customer, and adding any value that you can along their purchase decision.

Sales

Moving into sales, you need to be looking more around the results to do with clicks to basket, abandoned baskets and conversion. So which content is actually driving people towards the checkout and pressing click on the buy button.

Loyalty

And lastly, when it comes to brand loyalty, we need to be looking at audiences who are driving repeat purchase, any brand advocates, and also around our community growth. How can we instil more positive reviews and positive sentiment for our audience to help them stay loyal to the brand and ultimately repeat purchase from us?

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Seán Earley

Creative Director at Teneo PSG Digital

  • Creative Director at Teneo PSG Digital with five years’ experience in Digital Marketing, Social, and PR Agencies
  • Founding member of Teneo PSG Digital
  • Former Director on the Board of the Irish Internet Association
  • Passionate about creating content that captures audience imaginations and delivers business objectives
Seán Earley

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

ABOUT THIS DIGITAL MARKETING MODULE

Content Marketing
Seán Earley Seán Earley
Skills Expert

This module begins by introducing the fundamental principles of content marketing to enable you to align content effectively with the Buyer’s Journey. It explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. It also covers content creation, content curation, and how to extend the value of content using scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.

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