If you’re going to determine whether or not your content marketing pilot program was successful, you obviously have to keep score, and you have to work to understand what that score means. This is not a pass/fail course – it’s (hopefully) the start of an ongoing program that will evolve as you move along.
[Editor’s Note: This is the seventh and final installment of our series on designing a content marketing pilot program. Read the basics in our first post, here, details of how to create persona profiles in this post, how to set your objective here, how to determine what you can get done, setting performance metrics, and our most recent installment, the often-overlooked but critical execution phase.]
In Part 5 of this series, we discussed how to determine which performance metrics make the most sense for your organization, and offered some types of metrics you should consider.
Capturing and recording those raw numbers is merely the tip of the iceberg. To truly understand what worked, what didn’t and how to make it better next time, you need to search for the truth beneath those numbers. What do they mean? Why did some content spark a significant industry conversation while other content just kinda laid there?
Don’t merely report back numbers. Explain (that’s explain, not rationalize) what the numbers mean. You should come out of your pilot program with evidence of what types of content work for your organization, and what distribution methods can have a bigger impact. Based upon your analysis of what the metrics mean, you should make recommendations for what happens next. This is what the C-Suite expects.
Don’t stop at performance metrics. Do a full SWOT analysis of how the content marketing pilot went. What was your strongest content? Who were your strongest team members? Where were you weakest, and how can you remedy those weaknesses? What opportunities did you uncover, and what threats could prevent you from having success in the future?
This is a very surface-level look at the type of analysis you should be conducting. As you dig into your own analytics, you’ll go deeper… and deeper. This will lead to a greater understanding of what is possible, and help to set you up for even greater success next time.
Congratulations – you’ve completed a content marketing pilot program.
Now do it again.
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