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Saturday, July 30, 2016

Content performance is more than clicks and shares: how to track metrics that matter

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content performance is more than clicks and shares
Ever heard the story about the guy looking for his keys on a dark street?
Someone comes by to help him and asks where he dropped his keys. He says, “oh – over there, in the alley.”
The other guy says, “So why are you looking here, under this streetlight?” And the man looking for his keys says, “Well, the light is better here.”
It’s a bit embarrassing, but many content marketers are doing the same thing. We’re not looking for keys, of course, but return on investment. And though we probably know that metrics like clicks and shares won’t show us where the ROI is, we focus on them, simply because they’re so easy to track.
Share counts are the most common way content marketers measure results
Most marketers measure their content’s performance based on share counts. Graph courtesy of BrightLocal.
Unfortunately, that’s not the only reason we’re drawn to counting clicks and shares.
There’s also peer pressure. Vanity, if you will. Which is exactly why metrics like clicks and shares and follower counts are called “vanity metrics”. They make us look good. If your higher-ups and not well informed, you might even need to make those metrics look good to keep your job.
But they still don’t translate into real business.

Clicks and shares for brand awareness – leads for everybody else

Of course, some marketers just want to increase exposure for their brand. They “just” (it’s no small task) want to get the company’s name out, make a splash, get people talking about their work. And that’s fine. For them, the more shares and clicks and followers, the better.
But the rest of us – including most small and medium-sized businesses – we need results. Business results. Actions that translate into cold, hard cash.
In other words, we need leads.
In fact, leads are the #1 goal for B2B content marketers, according to research from the Content Marketing Institute and Marketing Profs. Even 69% of B2C content marketers – two out of three – say leads are a priority for their content marketing.
lead generation is the primary goal of most content marketing programs
Leads are where the rubber meets the road for most content marketing programs. Either leads, or sales… which are what most leads want to grow up to be.
Because we need leads (and sales), just tracking clicks and shares can get us into trouble. And optimizing for clicks and shares can get us into even more trouble.
Please note: I’m not saying shares aren’t great. We’d all like more of them. But when you drill down into why you’re really doing content marketing – and how to justify your budget – most of us need business results. And shares don’t necessarily translate into business. In fact, there’s ample evidence that shares don’t translate into people even reading your content.

How to look beyond clicks and shares

If you’re looking for more than just increasing brand awareness, the real metric to track is conversions. Namely, conversions for the call to action you’ve got at the close of every piece of content.
You’ve got a call to action set up for every piece of content, right? Because if not… you’re leaving your audience without a next step to take. You’re taking all that work you did to attract the reader in the first place, to give them great content, but then when they’re done, there’s no next step for them.
This happens way more often than you’d think. Almost half of the content marketers who have used ourContent Marketing Grader assessment aren’t including a call to action.
way too few content marketers are adding a call to action at the close of their blog posts - or any other form of content
The good news is that adding a call to action isn’t terribly hard. And with the right tools (like Scoop.it Content Director), you can automatically get a list of which posts have a call to action.
Of course, you don’t want just any call to action at the close of every post. You want a call to action that moves people along through the buying process, often called “the buyer’s journey”. So think of each call to action as a next step.
It should be a logical next step, too. Here are a few examples:
  • Say you’ve published a blog post about wool yarn. You’d want to follow up with a piece of gated content (“gated” being content that requires the user fill out a form) that’s related to yarn. Maybe an eBook about all the different types of yarn and which projects are suited to each type.
  • If you were an accounting company, maybe you’d want to follow up a blog post about finding deductions around your home with an eBook about all the possible deductions available. Or an eBook about how to ethically reduce your tax bill.
I think you get the idea.
Worst case, even if you don’t have any gated content assets ready, you can always default to your newsletter. Just getting people’s email addresses is a perfectly good start.

Tracking conversions is tracking ROI

With your call to actions in place, the next step is to track them. This is laying out the digital breadcrumb trail through your content. You’ll use to discern which pieces of content are profitable later on.
Tracking has a rep for being hard (and it can be), but if you keep it simple, it’s way easier. We’re simplifying it first by focusing on metrics that matter. But then we’re using good tools. Here are a few of our own resources you can reference to help:
Once you’ve got that all set up, you can also see how each piece of content converts. This has a slew of benefits:
  • It lets you identify top-performing posts. With this information, you’ll know which posts to prioritize for re-sharing to your social media accounts.
  • It helps you evaluate which new content ideas are most likely to generate business results.
  • If you look at posts with a low conversion rate, you’ll see which posts are under-performing, and might need a different call to action.
  • If you look at posts with a high conversion rate but low traffic, you’ll see posts that deserve morepromotion. Or maybe a little bit of extra SEO optimization.
  • By knowing which posts are your top performers, you’ll also be able to prioritize which posts get updated most frequently. And which posts are the best candidates to be repurposed into other content formats.
With information like that, you’re getting truly dangerous. Not only can you tell which content is working, but you can optimize it further for even better results.
how to track conversions from your content assets
Scoop.it Content Director shows you the count of visits, views, shares and leads for every piece of content you’ve published. You can sort by conversion rate, traffic – any column you see here.
But we’re still not done.

Not all leads are created equal

Just as some clicks are more valuable than others, some leads are more valuable than others, too. Marketers know this. Sales people know it even better.
Maybe that’s why lead quality has become even more important to marketers than lead quantity. That’s according to Ascend2’s last survey of lead generation best practices.
for many marketers, lead quality has become more important than the quantity of leads
We saw this in our own analysis when we compared the performance of long versus short content. The graphic below is from the eBook, How to generate leads through content marketing. For us, qualified leads (sometimes referred to as “MQLs”) are leads that are have seen a product demonstration. 
not all leads are created equal
Obviously, we’d like to optimize our content marketing efforts to get more of the highest-quality leads. So you’ll need a tool that can help with that, too. You can do it through lead scoring, or by tracking which leads convert again by viewing demos, downloading whitepapers, and more.
That’s the type of information that’s the ultimate proof of content performance. Tools like Scoop.it Content Director make it possible. You can also track people with Google Analytics, or patch different tracking systems together in a patchwork, but it takes far more work.

Conclusion

It’s time to make our content marketing more efficient, but also far more effective. Tracking metrics that really matter is a good start. But so is using tools that can interpret those metrics, and our content’s performance, to get us ever better results.

Back to you

Got a beef? An insight? A tip to share about tracking content ROI? Speak up and leave a comment. We want to know what you think.
Want to get more leads and better results from your content marketing? Find out how the new Scoop.it Content Director can help!
new Scoop.it Content Director demo CTA
Image by Shutterstock.
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About Pam Neely

Pam Neely has been marketing online for 17 years. She's a serial entrepreneur and an avid email and content marketing enthusiast with a background in publishing and journalism, including a New York Press Award. Her book "50 Ways to Build Your Email Marketing List" is available on Amazon.com. Pam holds a Master's Degree in Direct and Interactive Marketing from New York University. Follow her on Twitter @pamellaneely.

Resource: http://blog.scoop.it/2016/07/21/content-performance-is-more-than-clicks-and-shares-track-metrics-that-matter/?utm_source=Hot+News+-+Scoop.it&utm_campaign=b5d2d964c1-news_072816_thurs&utm_medium=email&utm_term=0_5563b4386a-b5d2d964c1-329500193



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My STARTUP :

Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually. 

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