The Newbie’s Guide to Content Marketing Strategy (Part Three)

Because we’re sure that you’re an avid reader of our blog, you’ve likely already read our recent posts on creating a content marketing strategy. In this final post of the series, we’ll cover some of our favorite content marketing tools you can use and how to track your results.
 
Choosing Tools for Your Content Marketing Strategy
 
There are tons of resources available to execute a content marketing strategy. Here is a list of all the tools you will need to consider to help you complete various marketing tasks: 
  • Editorial Calendar: Planning ahead is a must. At Keystone, we plan out blog posts six months in advance. To help us work as a team and stay on deadline, we use Trello, but using Excel to keep a list of topics and due dates also works.  
  • Content Management: A content management system should have tools in place to add blogs and other content to your site. A Web developer can help set up any new features you need or design elements you want. At Keystone, we specialize in Kentico, but we have also worked in Wordpress, Hubspot, and Shopify.  
  • Email: There are tons of email marketing programs in the marketplace, and almost all of them allow you to schedule and send emails to different lists and provide analytics on your emails. Keystone's favorites are Emma and MailChimp.
  • Social media: You can manage your social media accounts and analytics directly through the different platforms, and there are also free and paid programs that allow you to schedule posts for all of your accounts in one place. Buffer is Keystone's choice, but Hootsuite and Sprout Social also are popular options.
  • SEO: A big part of content marketing is optimizing your content for search engines, and there are a few products that can help you identify keywords. Moz and Google Analytics are great SEO tools.
 
Almost all of the tools listed above are free or include a free trial.  
 
Tracking Your Content Marketing Progress
 
Without analytics, how do you know if your content marketing strategy is working? In short: you don’t.
 
There are tons of metrics you can use to measure your content marketing strategy’s success. You need to track statistics like:
  • Leads
  • Website visitors
  • Blog views
  • Social media following
  • Social media shares
  • Social media engagement
  • Email opens
  • Email clicks
  • Content downloads
 
You should set goals for all of the metrics you’re going to track and monitor them consistently. You’ll also want to track negative metrics like email unsubscribes to learn more about what your followers do and don’t want to see.
 
Don’t forget that numbers often don’t tell the entire story. It’s also helpful to have an employee analyze the metrics to find outliers or other issues that may skew the data. Content marketing is a process, so make sure you give your content marketing strategy time to get into its groove. 
 
Developing, executing and tracking a content management strategy isn't that difficult if you have the time, knowledge and resources to get it done. If you are struggling with this important aspect of your business, let us help