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Reimagining the way work is done through big data, analytics, and event processing, Chris is the cofounder of Successful Workplace. He believes there’s no end to what we can change and improve. Chris is a marketing executive and flew for the US Navy before finding a home in technology 17 years ago. An avid outdoorsman, Chris is also passionate about technology and innovation and speaks frequently about creating great business outcomes at industry events. As well as being a contributor for The TIBCO Blog, Chris contributes to the Harvard Business Review, Venture Beat, Forbes, and the PEX Network. Christopher is a DZone MVB and is not an employee of DZone and has posted 305 posts at DZone. You can read more from them at their website. View Full User Profile

Marketers, let’s get real about conversions

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Content marketing is a hot term and for good reason. We finally have the tools to digitally track our messages as they fly through the ether and to track responses coming back from anywhere and everywhere. Marketing is fully digital and, for the fortunate few, the way to fuel their business from the inside.

But the term ‘conversion’ is used in very fast and loose fashion. Is a social ‘like’ a conversion? Is a click on a graphic or link? If you’re an inside sales type, it probably has an entirely different meaning.

Words matter and the devil is in the definition because content marketing’s biggest challenge is in how to measure its effectiveness. Brandpoint, a content marketing service recommends the the following three categories from a ‘what to measure’ standpoint:

  • Awareness (like your search engine rank for keywords and social metrics such as likes and follows)
  • Consideration (longer average visit duration, social shares)
  • Conversion (growth in newsletter or blog subscriptions)

Agreeing on terms is a first step to setting a benchmark, which is the precursor to setting goals and measuring to those goals. My advice? Start with the words you use. 

Getting visual

Here’s Brandpoint’s infographic on how to measure content marketing:

Published at DZone with permission of Christopher Taylor, author and DZone MVB.

(Note: Opinions expressed in this article and its replies are the opinions of their respective authors and not those of DZone, Inc.)