Use market research to determine web content, analytics to measure its impact

NOVEMBER 18, 2011 – Internet content marketing is proving to be a major component of internet advertising, but without conducting market research and measuring analytics, how is a company to know what kind of blogs and articles will resonate with consumers?

According to Business 2 Community, the key to a successful content marketing strategy is to first set goals for each stage of the project, and closely monitor your progress in reaching each of those benchmarks.

“Every goal should be contextualized to include measurable milestones so that you can clearly see whether or not you’ve been successful,” the source notes. “Articulate your goals so that they are clearly established and make them as specific as possible … This restated goal specifies what area of your site you’ll focus on, it gives a firm, measurable definition of what level of increase you’re looking to achieve, and it establishes a date at which you will be able to determine the success.”

As with any other project, it’s vital to stay on top of developments and update the plan as necessary. This is where web analytics can shine, the news outlet says. Processing the raw internet data into information and statistics can paint a picture of the campaign’s success and give decision makers an idea of what results their investment is generating.

Through the collection of analytics, an ad agency or other business can gain measurable metrics on how users are interacting with a website, as well as determining which pieces of content create the biggest reaction and drive conversions or purchases, the source says. Companies can get even more information from viewers by including forms for certain content, such as whitepapers or research reports.

Business 2 Community reminds organizations that taking on a web content project does not require a trial-and-error approach, but rather a trial-and-testing one.

“It’s not exactly science, but you shouldn’t have to take a shotgun approach, either,” the source says.

According to web design professional Marissa Berger, there are five methods for tracking and monitoring website performance, including setting up a separate email address that users can contact depending on which segment of the website their inquiry is related to. The same idea can be leveraged for URLs and phone numbers. Berger also recommends using an analytics service to get even more data on how the website is being found and used by consumers.