While it is easy to produce content online, it is sometimes more difficult 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 needs to 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 to shape your content marketing strategy. You will know which articles, themes or categories work best. Where do your readers come from? How did they find you? How loyal are you? The behavior of your users will no longer have any secrets for you. By analyzing this last criterion with socio-demographic data, you are able to feed your positioning, your brand and your image online 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 SEO and how to increase the performance of your blog or your website.
Scoop.it and Paper.li
These are two tools that do almost the same thing: curation to discover, share and explore new content. Free for basic use, paid versions offer more advanced features with measurement tools. By following curators on particular topics and investing time with your community, your articles can be seen and shared by a wider audience than you imagine. Scoop.it and Paper.li are great levers to see how your content is delivered online and to identify what works really well.
Well known in the community of community managers, Buffer is a tool that allows you to plan and measure your sharing on social media. Buffer data is very useful to know if your social activity is effective. The statistics are complete 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's working and what needs to be improved. The free version is already very functional, but against a modest subscription, you can unlock many features essential to take full advantage of this lightweight tool that will quickly become your best companion.
Reserved only for Twitter, Followerwonk is able to access data and analysis that you did not even imagine. This tool has three great features: find accounts and influencers that can fit into your sphere of influence, analyze your performance on Twitter and optimize your approach to gain efficiency.
Using Followerwonk is an asset for your strategy, but it can be even more so if you analyze the Twitter accounts of your competitors. A good way to have relevant information on what is happening on Twitter. Note however that the free version is very limited, but it can allow to make a first test.
IFTTT and Zapier
These are two applications that are very close 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) that will save you time and 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 archive;
- Share a tweet when you recommend a story on Medium.
Smart content must be data and customer-facing content. Between calls to action, interactions and sharing on social networks, there are many tools that equip writers and marketers. However, remember that no matter what tools are used, good content will always start with a well-written, engaging, engaging text with a clearly defined tone, style, and editorial line. If your foundations are not solid, the best tools in the world can not do much for you. On the other hand, they will be your best friends if not.