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Measure for Success: 7 Secrets of Actionable Content Marketing Dashboards

Elements of an Actionable Content Marketing Dashboard

Elements of an Actionable Content Marketing Dashboard Hey, content marketers. Imagine this: You’re sitting in a marketing meeting and you hear the following:

  • Our conversions are up 50% year-over-year!
  • Our blog traffic is down.
  • We saw a big spike in traffic this month to our primary service page!
  • Our bounce rate is all over the place.
  • This blog post about “X” had 2,000 page views last month!

What are the first thoughts that come to mind? For many, the first thought would likely be: Why? Followed by a: Is that good or bad? And then finally: What do we need to do next? If you’ve ever experienced a similar scenario, you’ve come face-to-face with insight famine. The statements above simply relay data points and lack the insight needed to take any sort of action. And this is why an actionable content marketing dashboard is so incredibly important. When properly set up, an actionable dashboard marries data and insight, helping you quickly see how you’re performing against your benchmarks, goals, and key performance indicators (KPIs), and where you have opportunities to improve results or need to dig deeper. What makes a dashboard actionable? What key data and insight elements should be included? Let’s dig in.

What Makes a Marketing Dashboard Actionable?

For a content marketing dashboard to be actionable, it has to answer two simple questions:

  • Is what we’re doing working?
  • Why is it (or is it not) working?

In order to answer those questions, there are specific metrics to include based on your overall objectives. For example, if your objective is to drive qualified leads for your sales team, you might measure the amount of inquiries that resulted from a piece of content, how many of those inquiries turned into MQLs, then SQLs, then ultimately customers. If you apply those metrics to each piece of content, you’ll quickly see which content is hitting the mark, and what needs to be adjusted. And if your objective varies by topic cluster or funnel stage, you’ll need different sets of KPIs for each.

7 Essential Elements of an Actionable Marketing Dashboard

So, how do we answer those two simple questions posed above? There are several key components to consider including in your dashboard:

#1 – Content Benchmarks

Benchmarks are essential for understanding how different types of content have performed on average over a specific period of time. Your benchmarks can and should be different based on the content type and its objective. For example, a top-of-funnel blog post meant to drive traffic will have a different benchmark than a middle-funnel infographic meant to engage. By keeping these front-and center in your marketing dashboard, you can compare at-a-glance.

#2 – Goals

More than likely your goals are to beat your benchmarks every single time. But it’s important to document your goals so you can gauge success. By adding your goals to your marketing dashboard, you can quickly determine whether you’re on pace to hit your goal and if you’ve been able to surpass it. And ultimately, keeping that data within your dashboard will help you course-correct where needed and celebrate wins as they occur.

#3 – Real-Time KPI Monitoring

Depending on your objective for the content you’re creating, there could be any number of KPIs to watch. Automating those reports in a dashboard will help you report to your internal team and leadership in an easily consumable way. For example, if your KPIs are pageviews and asset downloads for a specific campaign, pull those into an executive summary that’s easy to digest with an option to drill down into more specific sources of traffic and conversions.

#4 – Traffic Trends

While measuring specific pieces of content is helpful to enhance performance, it’s important to keep your eyes on overall performance as well. Knowing whether overall website or blog traffic is trending up or down versus the previous year or month will help you inform the types of content you need to create next. For example, if you notice your organic traffic is trending down month-over-month, you will want to dig into your content report to determine why that is and what needs to be done to repair the situation on a more granular level.

#5 – Performance by Topic and Persona

If you’re trying to reach a specific persona, or increase visibility around an important topic, segmenting your data within a dashboard can be hugely valuable. You’ll be able to tell if your content is more or less visible for your target, or if your content marketing strategy needs to shift to meet a different type of demand for that topic.

#6 – Engagement Metrics

All of the traffic in the world won’t mean a thing if would-be customers are bouncing off your site immediately. Make sure you’re monitoring your bounce rate and time-on-page for each post to determine if the content is resonating and adjust as needed. While these are often bucketed as vanity metrics, that doesn’t mean they can’t provide meaningful insight or should be forgotten.

#7 – Proof of ROI

To be fully actionable, integrate your sales team’s data sources into your dashboard. With the right analytics strategy, you can pull in performance by page or post from visit to sale. This will help you prove the value of your content, and understand which kind of content converts the prospects you’re looking for. As a bonus, your sales team will be able to share that kind of converting content as a follow-up from an initial meeting or as a pre-meeting email with their prospects.

Take Action to Spur Action

An actionable content marketing dashboard is a pivotal piece to a data-informed content marketing strategy. If your data is accurate and your dashboard is actionable, you’re in the right place to start creating and marketing incredible content that has proven ROI and helps your sales team meet their goals. Talk about a win-win! And before I go, I’d like to leave you with a few rules for measurement mastery:

  • Setting up a custom and integrated dashboard takes time and patience. You may set it up in one way and realize that the KPIs and metrics you have aren’t the ones you need, and that’s okay. Looking at the data in different ways can tell you different parts of the same story. Edits aren’t rework, they’re character development.
  • Don’t be afraid to spend some quality time with your data. As you create the dashboard, it’s important to dig in and manipulate data from different sources to understand how it’s best pulled in to complement the rest of your data set. Sometimes this means changing the way you have forms or tags set up. The more time you spend digging into data up front and understanding the finer points, the better equipped you’ll be to answer questions and provide insights into remaining questions.
  • If you find yourself asking why, look deeper. Sometimes you’ll put all the data together expecting answers, and you’ll encounter more questions. Questions are good, it means the data is telling you something you need to investigate. Don’t be afraid to dig deep, and ask other departments or SMEs for their perspective.
  • Always, always, always annotate. Did you run a really great campaign that showed a spike in traffic or conversions? Make an annotation. Did you lose tracking for a little while? Make an annotation. Did you implement some major website changes, or do a migration? Make an annotation. Those kinds of anomalies in the data seem major at the time, but easily get lost in the day-to-day management of your world. Annotations will save you from having to dig into your notes, emails or previous campaign data every time it pops up in a report.

Don’t forget: You can’t achieve goals you don’t set. And you can’t optimize performance without measurement. Your content marketing dashboard can hold you accountable to both and more. Are data challenges holding your content marketing dashboard or other initiatives back? Check out our post covering the five top marketing data and analytics challenges, complete with tips to start solving them.

The post Measure for Success: 7 Secrets of Actionable Content Marketing Dashboards appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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