Originally at http://www.business2community.com/content-marketing/measure-effectiveness-content-01426723

How to measure the effectiveness of content

During our ‘Growing your digital marketing agency: solving the measurement puzzle’ webinar we conducted a poll, asking which digital marketing activity our viewers (agencies and consultants) found the hardest to measure. The results were as follows:

measuring content

According to the results of this poll, content marketing and social media are the top activities agencies and consultants find most difficult to evaluate. We asked our webinar speakers for their opinion on these results. Sean Clark offered guidance for those who endeavour to measure the impact of content on their website:

“You should have it categorised so you can easily identify it — and then you can easily, segment it within your analytics. You can look at page value, time on site and, depending what your objective is, leads, click-through or bounce rate.”

For off-site content promoted via social media, however, Sean acknowledged there are still challenges: “I think a lot of agencies are scared to measure stuff like that, because it takes a long time for it to take hold and to get any returns. I think part of that is being unsure if you really want to show the client they’re not getting any sales off their content.”

Tamara Baranova was more positive about measuring the effectiveness of social media content, she suggested:

“Hootsuite is one of those tools that provides reporting across several social media platforms, so it’s easy to see how your social media content …

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