But, which of your content efforts are producing the most benefit. In other words, what post or website page or other strategy, or what combination of efforts are the ‘conversion powerhouses?’
You scratch your head. What type of content produces the most benefits – the most conversions? Where should you put your best effort and money?
Is it blog posts, is it paid ads, is it email marketing, is it social media marketing, is it other strategies? Is it a combination of strategies?
Fortunately for us marketers, there are tools to let you know exactly what’s working and what’s not. These tools will allow you to fine-tune your content marketing efforts.
One of those tools is the Attribution Report.
The Attribution Report
HubSpot has a great article explaining what an attribution report is and how to use it.
Basically, this report is an analytical tool that gives you details as to the ‘path’ a prospect takes that leads to conversion – on becoming a customer or client. It can even pinpoint the exact point of conversion.
You set the parameters and POOF, like magic, you know where to concentrate your marketing efforts.
How cool is that!
Blast AM explains Google's attribution modeling as “the science of determining the value of each customer touch point leading to a conversion. It helps you understand the customer journey and justify your marketing spend.”
The Touch Point is where a prospect first enters your website to conversion. Google Analytics calls this an Interaction Point.
The attribution report and other analytical tools offer critical information to measure your business content marketing performance. Every business, big or small, needs to know how they’re doing. They need to know where their strengths are and where their weaknesses are. This is just good business practice.
Even Alexa.com gives you lots of information. And, some of it is free. Here are several website metrics they measure:
- Your Global ranking
- Your ‘country’ ranking
- Bounce Rate
- Daily Pageviews per Visitor
- A visitor’s Daily Time on Site
- Where your visitor’s are located (geography)
- And, so much more
HubSpot and Google Analytics both offer Attribution Reports. Each uses their own terminology, but the results are the same: lots and lots of invaluable information that will help make you a content marketing powerhouse.
Google Analytics offers free website metric measurements. To sign up, go to
http://www.google.com/analytics (This tool involves adding code to your website though.)
I added this tool to two of my websites, but If you’d like to go the easy route start with Alexa.com. Simply input your website URL in the box and it pulls up your rankings.
Get started today tracking your essential website metrics.
MORE ON CONTENT MARKETING
Blogging – The 5 Most Popular Blog Post and Article Formats (Part 1)
Website Ranking – Basic Metrics (Elements)
Content Marketing – 10 Tips on Creating Landing Pages That Boosts Clicks and Encourages Sharing
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