Fresh content is the key to attracting traffic, and a well-tended blog is a great starting point. But it’s not just about creating blogs and articles. Once the copy is on your site, you must analyse your content marketing tactics and see if the content you’re paying for is actually working for you.
We’ve seen this in practice on our own blog. Red Robot Media published a blog about TEFL Express, and it’s attracted thousands upon thousands of hits. That’s not the important bit, though. The real giveaway is how many clients we’ve attracted from a content marketing campaign.
By measuring stats and diving into analytics, you can decide whether the blogs you’ve commissioned from your freelance copywriter are promoting your company effectively. In the case of our TEFL Express blog, we have attracted some clients from it, but that was more an accident than a pre-planned marketing move on our part.
Social Media Examiner is a really good site if you need to learn more about content marketing and social media in general. There are an abundance of blogs on the subject, of course, but few have impressed me enough to subscribe. This website has. I thoroughly recommend it.
Last night I found this excellent article via their Facebook page. If your content is attracting hits but not converting those hits, it might be time to ask your freelance blogger to change tack, or give them a different subject area to cover.
Metrics to track your social media efforts (Social Media Examiner)