While it is easy to produce content online, it is sometimes more difficult to be able to measure its impact. Like any marketing approach, the question of return on investment is never far away. Understanding the impact of good content on your online actions must therefore be integrated into your work processes. Clearly, measure to better optimize and adapt to the situation. For this, I have identified 5 essential tools to properly measure the performance of your online content …
Google Analytics and Google Webmaster Tools
Two tools in one, or almost. We start with the most important of all: Google Analytics. This is the ultimate weapon for knowing how your content marketing strategy is performing. This will tell you which articles, themes or categories work best. Where do your readers come from? How did they discover you? How loyal are they to you? The behavior of your users will no longer hold any secrets for you. By analyzing this last criterion with socio-demographic data, you are able to feed your positioning, your brand and your online image with high quality content.
Google Webmaster Tools is the counterpart of Google Analytics, but from a more technical point of view, to know how your articles are referenced, how to optimize your referencing and how to increase the performance of your blog or your website.
Scoop.it and Paper.li
These are two tools that do practically the same thing: curation to discover, share and explore new content. Free for basic use, the paid versions offer more advanced features with measurement tools. By following curators on specific topics and investing time with your community, your articles can be seen and shared by a much wider audience than you can imagine. Scoop.it and Paper.li are great levers for seeing how your content is delivered online and identifying what is really working.
Very well known in the community managers community, Buffer is a tool that allows you to plan and measure your shares on social media. Buffer’s data is very useful in determining whether your social activity is effective. The statistics are comprehensive and the interface very accessible and easy to use with information on the performance of your online activities. Facebook, Twitter, LinkedIn, Instagram or Pinterest… you now know what works well and what needs to be improved. The free version is already very functional, but against a modest subscription, you can unlock many essential features to take full advantage of this lightweight tool that will quickly become your best traveling companion.
Only for Twitter, Followerwonk is able to access data and analytics you never imagined. This tool has three main features: find accounts and influencers who can enter your sphere of influence, analyze your performance on Twitter and optimize your approach to gain efficiency.
Using Followerwonk is an asset to your strategy, but it can be even more so if you analyze your competitors’ Twitter accounts. A great way to get relevant information about what’s going on on Twitter. Note however that the free version remains very limited, but this can allow a first test.
IFTTT and Zapier
These two applications are very similar in use: they automate recurring tasks that can help you in your content marketing work. By identifying a particular workflow, you can create a recipe (for IFTTT) or a Zap (for Zapier) which will save you time and which will accompany your practice. Some examples of automation:
- Whenever an article is published on your blog, it is automatically shared on LinkedIn, Twitter or Facebook;
- Create a new draft in WordPress for each card added in Trello;
- Each new blog article is integrated into a notebook on Evernote for your archives;
- Sharing a tweet when you recommend a story on Medium.
Smart content must be data and customer-oriented content. Between calls to action, interactions and sharing on social media, there are many tools that equip copywriters and marketers. However, keep in mind that no matter what tools you use, good content will always start with well-written, impactful, engaging text with clearly defined tone, style and editorial line. If your foundations are not solid, the best tools in the world will not be able to do much for you. However, they will be your best friends otherwise.