Hello, content marketers. Imagine this: You’ re sitting in a marketing meeting so you hear the following:
- Our conversions are upward 50% year-over-year!
- Our website traffic is down.
- We saw a big spike within traffic this month to our primary program page!
- Our jump rate is all over the place.
- This blog post about “ X” had 2, 000 web page views last month!
What are the first ideas that come to mind? For many, the first believed would likely be: Why? Followed by the: Is that good or bad? And then finally: So what do we need to do next?
If you’ ve ever experienced a similar situation, you’ ve come face-to-face along with insight famine. The statements over simply relay data points plus lack the insight needed to get any sort of action. And this is why a good doable content marketing dashboard is so incredibly essential.
Whenever properly set up, an actionable dash marries data and insight, assisting you quickly see how you’ re executing against your benchmarks, goals, plus key performance indicators (KPIs), plus where you have opportunities to improve outcomes or need to dig deeper.
What makes the dashboard actionable? What key information and insight elements should be integrated? Let’ s dig in.
What Makes the Marketing Dashboard Actionable?
For a content marketing and advertising dashboard to be actionable, it has in order to answer two simple questions:
- Is exactly what we’ re doing working?
- Why is this (or is it not) working?
To be able to answer those questions, there are specific metrics to include based on your overall objectives. For instance , if your objective is to drive skilled leads for your sales team, you might gauge the amount of inquiries that resulted from the piece of content, how many of those queries turned into MQLs, then SQLs, after that ultimately customers.
If you apply those metrics to each piece of content, you’ ll quickly see which content material is hitting the mark, and what must be adjusted. And if your objective differs by topic cluster or channel stage, you’ ll need various sets of KPIs for each.
7 Important Elements of an Actionable Marketing Dash
Therefore , how do we answer those 2 simple questions posed above? There are many key components to consider including inside your dashboard:
#1 – Content Benchmarks
Benchmarks are crucial for understanding how different types of content have got performed on average over a specific time period. Your benchmarks can and should differ based on the content type and its goal.
For instance , a top-of-funnel blog post meant to generate traffic will have a different benchmark than the usual middle-funnel infographic meant to engage. Simply by keeping these front-and center inside your marketing dashboard, you can compare at-a-glance.
#2 – Goals
More than likely your goals are usually to beat your benchmarks all the time. But it’ s important to record your goals so you can gauge achievement. By adding your goals to your advertising dashboard, you can quickly determine whether you’ lso are on pace to hit your objective and if you’ ve been able in order to surpass it.
And ultimately, keeping that will data within your dashboard will help you course-correct where needed and celebrate benefits as they occur.
#3 – Real-Time KPI Monitoring
Depending on your objective for the articles you’ re creating, there could be a variety of KPIs to watch. Automating those reviews in a dashboard will help you report to your own internal team and leadership within an easily consumable way.
For example , if your KPIs are pageviews and asset downloading for a specific campaign, pull individuals into an executive summary that’ s easy to digest with an choice to drill down into more specific sources of visitors and conversions.
#4 – Traffic Developments
Whilst measuring specific pieces of content is useful to enhance performance, it’ s crucial to keep your eyes on overall performance too. Knowing whether overall website or even blog traffic is trending upward or down versus the previous season or month will help you inform the particular types of content you need to create following.
For instance , if you notice your organic traffic will be trending down month-over-month, you will want to drill down into your content report to determine exactly why that is and what needs to be done an automobile accident the situation on a more granular degree.
#5 – Performance by Topic plus Persona
If you’ re trying to achieve a specific persona, or increase presence around an important topic, segmenting your computer data within a dashboard can be hugely important. You’ ll be able to tell in case your content is more or less noticeable for your target, or if your content marketing strategy needs to shift to fulfill a different type of demand for that subject.
#6 – Engagement Metrics
All of the traffic on the planet won’ t mean a thing in case would-be customers are bouncing out of your site immediately. Make sure you’ lso are monitoring your bounce rate plus time-on-page for each post to determine when the content is resonating and change as needed. While these are usually bucketed as vanity metrics, that will doesn’ t mean they can’ t provide meaningful insight or even should be forgotten.
#7 – Proof of RETURN ON INVESTMENT
To become fully actionable, integrate your product sales team’ s data sources into the dashboard. With the right analytics technique, you can pull in performance simply by page or post from trip to sale. This will help you prove the cost of your content, and understand which kind of content material converts the prospects you’ lso are looking for.
As a bonus, your sales team can share that kind of converting articles as a follow-up from an initial conference or as a pre-meeting email using their prospects.
Take Action to Spur Action
An doable content marketing dashboard is a crucial piece to a data-informed content material marketing strategy . In case your data is accurate and your dash is actionable, you’ re within the right place to start creating and marketing and advertising incredible content that has proven RETURN ON INVESTMENT and helps your sales team satisfy their goals. Talk about a win!
Plus before I go, I’ g like to leave you with a few guidelines for measurement mastery:
- Setting up a custom made and integrated dashboard takes period and patience. You might set it up in one way and understand that the KPIs and metrics you might have aren’ t the ones you need, plus that’ s okay. Looking at the information in different ways can tell you various areas of the same story. Edits aren’ to rework, they’ re character growth.
- Don’ capital t be afraid to spend some quality time together with your data. As you make the dashboard, it’ s crucial that you dig in and manipulate information from different sources to understand just how it’ s best pulled in to fit the rest of your data set. Sometimes what this means is changing the way you have forms or even tags set up. The more time you may spend digging into data up front plus understanding the finer points, the better outfitted you’ ll be to solution questions and provide insights into outstanding questions.
- When you are asking why, look deeper. Sometimes you’ ll place all the data together expecting solutions, and you’ ll encounter a lot more questions. Questions are good, it means the information is telling you something you need to check out. Don’ t be afraid to drill down deep, and ask other departments or even SMEs for their perspective.
- Always, always, always annotate. Did you run a fantastic campaign that showed a surge in traffic or conversions? Create an annotation. Did you lose monitoring for a little while? Make an observation. Did you implement some main website changes, or do an immigration? Make an annotation. Those types of anomalies in the data seem main at the time, but easily get lost within the day-to-day management of your world. Réflexion will save you from having to dig into the notes, emails or previous strategy data every time it pops up within a report.
Don’ t forget: You can’ t achieve goals you don’ t set. And you can’ to optimize performance without measurement. Your articles marketing dashboard can hold you responsible to both and more.
Are information challenges holding your content marketing dash or other initiatives back? Take a look at our post covering the five top marketing information and analytics challenges , complete with suggestions to start solving them.
If you liked Calculate for Success: 7 Secrets of Doable Content Marketing Dashboards by Tiffani Allen Then you'll love Miami Internet Marketing Consultant