This year I’ve been asking folks, what’s on your content dashboard? Where are the gaps? What could be improved?
It’s cheesy but the same as when you’re driving a car, having the right marketing dashboard, the right instruments, helps you get where you’re going (pun intended).
With everyone online, digital is playing an ever more important role in the purchase cycle. Getting customers engaged is worth more now than before.
This would be a great post if people shared pictures of their dashboards, but who’s going to do that. However, here are the things that brands are looking at.
1) Purchase/leads/pipeline data
Whether it’s a campaign or ongoing marketing, seeing a continuous loop of the outputs that content is creating is valuable.
Being able to see this by day, and by each piece of content, helps provide directionality.
2) High fidelity content performance metrics
No one can get by just on page views these days. Brands are going deeper, seeing who is reading content, where they came from, time of day, how people feel about their content.
That’s the difference between traditional page analytics and content marketing analytics. More on how to measure content marketing success here.
3) What others are doing
Seeing what others are doing is crucial for context; it informs creativity, what content you might improve, where you may adjust focus.
This is what we do at Nudge, provide a content marketing dashboard to show a holistic view of your content/
This is part of our Guide to Content Marketing Analytics.