{"id":12486,"date":"2021-09-15T07:00:54","date_gmt":"2021-09-15T05:00:54","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=12486"},"modified":"2022-09-05T19:25:08","modified_gmt":"2022-09-05T17:25:08","slug":"how-to-optimise-your-content-marketing-performance","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-to-optimise-your-content-marketing-performance\/","title":{"rendered":"How To Optimise Your Content Marketing Performance"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"680\" height=\"351\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2021\/09\/shutterstock_1689309619-e1631623721636.jpg\" class=\"attachment-full size-full\" alt=\"DSM Digital School of Marketing - content marketing\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2021\/09\/shutterstock_1689309619-e1631623721636.jpg 680w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2021\/09\/shutterstock_1689309619-e1631623721636-600x310.jpg 600w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>Say \u2018content marketing optimisation\u2019 and most marketers instinctively think about search or perhaps social media. Even Gartner defines content optimisation as the process by which content providers improve search results as well as ranking. In addition, providers improve their content\u2019s value with the use of content management automation which enables them to develop new pages on-the-fly.<\/p>\n<p>While this definition is good, it doesn\u2019t go far enough to support your digital marketing because content delivered via connected devices and digital media of all types have evolved beyond information that\u2019s only sought and delivered through search.<\/p>\n<h2><strong>Why Measure Your Content Marketing<\/strong><\/h2>\n<p>Measuring the performance of content helps with maximising sales leads, conversions as well as return on investment. Incorporating measurement into your content <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-to-design-an-affiliate-marketing-strategy-for-content-creators\/\">marketing strategy<\/a> seems like an easy win. After all, measuring your content marketing allows you to:<\/p>\n<ul>\n<li>Understand how specific assets are performing<\/li>\n<li>Learn which pieces of content relate naturally to one another<\/li>\n<li>Test and validate where content needs to be placed in the buyer\u2019s journey<\/li>\n<li>Determine which metrics determine the most accurate performance of content<\/li>\n<li>Understand all possible paths to ROI\/conversion in order to inform future content marketing plans<\/li>\n<\/ul>\n<p>While knowing the advantages of a measurement plan is vital, the power of optimisation is realised in its approach.<\/p>\n<p>In order to successfully create as well as deliver content, you need to design a plan which generates visibility into how content types perform within specific segments, channels as well as positions in the buyer\u2019s journey.<\/p>\n<p><strong>We have elected to break this plan down into two parts.<\/strong><\/p>\n<ol>\n<li>First, determine the most appropriate metrics for each piece of content, establish benchmarks\/goals, and then continuously measure performance against these marks. This gives you the opportunity to understand the impact of each asset.<\/li>\n<\/ol>\n<p>In addition, you should look at your aggregate assets in each phase of the buyer\u2019s journey. This data assists with identifying a return on your efforts by journey phase.<\/p>\n<ol start=\"2\">\n<li>Second, understand an asset\u2019s impact on conversion rates. Measure if a specific piece of content leads audiences to the next phase of the buyer\u2019s journey.<\/li>\n<\/ol>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/312910655?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2><strong>Listen And Learn<\/strong><\/h2>\n<p>While it\u2019s important to gather quantitative <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-data-analytics-changed-companies-marketing-strategies\/\">data<\/a> in order to validate your content\u2019s value, you are also able to gauge your content\u2019s impact through listening to the conversations around your brand. This includes social media conversations. This direct and unsolicited feedback can be invaluable to understanding if your content is reaching the correct audiences, how well it\u2019s being received as well as what you can do in order to boost the value of your publishing efforts.<\/p>\n<p>Through integrating a measurement strategy into your content marketing efforts, you will be able to generate visibility through data to assist with facilitating content delivery in a way which generates the largest number of high-quality leads and gives your sales team the opportunity to be able to effectively nurture them. Ultimately, data will equip you with power \u2014 the power to make and confirm the required marketing decisions, and the power to take advantage of market opportunities prior to your competitors even noticing them.<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>Want to become a content marketing expert? If you do then you need to do our Digital Copywriting and Content Marketing Course. Follow this <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-copywriting-and-content-marketing-course\/\">link<\/a> to learn more.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-copywriting-and-content-marketing-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-11371 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2021\/04\/Digital-Copy-Writing-and-Content-Marketing-600x96.jpg\" alt=\"\" width=\"600\" height=\"96\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2021\/04\/Digital-Copy-Writing-and-Content-Marketing-600x96.jpg 600w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2021\/04\/Digital-Copy-Writing-and-Content-Marketing-300x48.jpg 300w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2021\/04\/Digital-Copy-Writing-and-Content-Marketing-1024x164.jpg 1024w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2021\/04\/Digital-Copy-Writing-and-Content-Marketing-768x123.jpg 768w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2021\/04\/Digital-Copy-Writing-and-Content-Marketing.jpg 1250w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. Find out more.<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/you-can-convey-a-lot-of-meaning-with-just-one-graphic\/\" rel=\"bookmark\">You Can Convey a Lot Of Meaning With Just One Graphic<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/would-you-make-a-great-marketing-manager\/\" rel=\"bookmark\">Would you make a great marketing manager?<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-with-bona-magazine-and-the-digital-school-of-marketing\/\" rel=\"bookmark\">Win with Bona Magazine and the Digital School of Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-a-digital-marketing-course-valued-at-r12-000\/\" rel=\"bookmark\">Win a Digital Marketing Course Valued at  R12 000<\/a><\/li><\/ul><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Top Selling COurses<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/courses\/digital-marketing-course\/\">Intermediate Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/courses\/advanced-digital-marketing-course\/\">Advanced Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/courses\/social-media-marketing-course\/\">Intermediate Social media marketing<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/courses\/digital-brand-management-course\/\">Brand Management<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/courses\/graphic-design-course\/\">Basic Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-6\"><a href=\"\/courses\/advanced-graphic-design-course\/\">Advanced Graphic design<\/a><\/li>\n<li class=\"cat-item cat-item-7\"><a href=\"\/courses\/national-certificate-of-advertising\/\">National Certificate of Advertising<\/a><\/li>\n<li class=\"cat-item cat-item-8\"><a href=\"\/courses\/national-diploma-of-copywriting-course\/\">National Diploma of Copyrighting<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Youtube video player\" src=\"\/\/www.youtube.com\/embed\/YnTN2D4aicA?autoplay=0&controls=1&origin=https:\/\/digitalschoolofmarketing.co.za&loop=0&mute=0\" allowfullscreen=\"1\" loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":950,"featured_media":12489,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1,265],"tags":[],"class_list":["post-12486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-content-marketing-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/12486","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/users\/950"}],"replies":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/comments?post=12486"}],"version-history":[{"count":0,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/12486\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media\/12489"}],"wp:attachment":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media?parent=12486"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/categories?post=12486"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/tags?post=12486"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}