DIGITAL MARKETING – EMAIL MARKETING

Email Marketing
Introduction to email marketing
Promoting a business by sending emails and newsletters is what we call email marketing.
Today’s marketers need to do more with less. They need to connect with their audience in a
highly personalized way, while staying on budget. Marketers who are good at email marketing
can connect with their customers in a highly targeted way. They will be successful in delivering
ROI and revenue back to the business. No marketing category has the longevity of email
marketing. While some marketing trends come and go, email remains the most powerful
channel available to the modern marketer.

Why Should We Do Email Marketing?

Email is a tool that nearly everyone uses today, and it continues to grow and be more
prevalent in the lives of people around the world. There are three times more email accounts
than there are Facebook & Twitter accounts combined. Many of the top marketers from some
of the most successful companies across the world believe email is the #1 channel for growing
your business. As a marketer, you have many channels available to reach your audience, but
with limited time and resources, you need to prioritize your efforts. Email Marketing is by far
the most effective channel to attract, engage and connect with an audience to drive sales and
revenue for your business.

How to Do Email Marketing?

In the subsequent chapters, we will be describing each stage of Email marketing in detail.
After completing this tutorial, you will surely be able to start your Email Marketing Campaigns.
Get your feet wet by setting up an email campaign. If you have a website, put a sign-up form
on it. Collect some Emails through this sign-up form. So at the end, you can send some test
emails to them.

Building an email list

What Is a Mailing List?
A mailing list is simply a list of addresses to which the same information is being sent. If you
were a magazine publisher, you would have a list of the mailing addresses of all the
subscribers to the magazine. In the case of an electronic mailing list, we use a list of email
addresses from people interested in hearing about or discussing a given topic.
There are two types of Email Mailing Lists:

Announcement Lists

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These are used so that one person or group can send announcements to a group of people,
much like a magazine publisher's mailing list is used to send out magazines. For example, a
band may use a mailing list to let their fan base know about their upcoming concerts.

Discussion List
It is used to allow a group of people to discuss topics amongst themselves, with everyone
able to send mail to the list and have it distributed to everyone in the group. This discussion
may also be moderated, so only selected posts are sent on to the group as a whole, or only
certain people are allowed to send to the group. For example, a group of model plane
enthusiasts might use a mailing list to share tips about their model construction and flying.

Collection of Emails
The very first task for email Marketing is to collect email addresses of those who would like
to listen from you. There are many ways of collecting data in detail, but for this tutorial, I
will just give an overview of various ways.
Formula for Growing Email List
In analyzing the websites and techniques of some awesome email list builders, a certain
formula started to emerge. If we could break down the process of building a massive email
list to just its most basic parts, then it would look like this:
Can it really be that simple? I think so.
Basically, everything begins with content. People will find your site because of your amazing
content. They will keep coming back for this amazing content. Your content will be the
foundation of what you email to them, which will be the reason they stay subscribed (or
not). It all starts with amazing content. If you have got amazing content, then start asking
for emails. People who are interested would like to receive that content as often as you
create, delivered straight to their inbox.
The CTA (Call-to-Action) is your final instruction to the reader.
Creating effective email campaigns
The use of email campaigns is a common marketing tool, as it has the power to reach
thousands of people with minimal investment. They can help companies engage with
consumers and potential customers directly and consistently over time. If you’re interested
in pursuing a career in marketing or social media management, it’s important to understand
what an email campaign is and how creating a wide-reaching campaign can benefit your
venture.
In this article, we define what an email campaign is, explain why companies use them and
provide an 11 step-by-step guide you can use to create the most successful email campaign
possible.

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Key takeaways: An email campaign is a type of marketing tool where companies create a
core message, typically to promote a product or service, and compile it into an email that
they can send to a vast number of consumers at once.

• Email campaigns can be valuable marketing tools for companies because they have
the capacity to reach a large number of people and are easy to monitor in terms of
progress and reach.
• When creating an email campaign, it’s important that you identify the purpose for
your project, your target audience and your goals for the outcome of the campaign.

What is an email campaign?

An email campaign is a formal and organized effort of email marketing. Email marketing
is a type of digital marketing technique involving sending mass emails to customers and
prospective customers. The goals of an email campaign include announcing a new
product or service, gaining new customers and prompting existing customers into new
sales activity. Email campaigns can happen as one-off events or regularly scheduled
marketing exercises that occur daily, weekly, monthly or quarterly.

Why do companies create email campaigns?

Companies use email campaigns because email is used regularly among many people,
and it's a highly effective means of making sales online. Here are four key reasons email
campaigns are so effective at both making new sales and increasing existing sales:

Email usage is widespread

Vast quantities of customers and potential customers are known to check their email at
least once daily, making the chances of emails from an email campaign being seen highly
likely.

A company's email list is proprietary

The list of customers and prospects that your company builds and maintains is entirely
owned by your company and can't be taken from it in the same way that other social
media contacts can be. Social Media accounts and in turn contacts can be suspended or
canceled whereas email contacts cannot.

An email campaign's success is easy to track

Using data and analytics, companies can keep statistics regarding purchasing trends
related to email marketing. If the stats show a consistent increased amount of spending

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by consumers versus those who have not been targeted in email campaigns, then the
marketing team can use that data to inform their actions.

Inbox messages increase awareness

Sending customers and prospective customers regular emails is helpful for maintaining
brand awareness. Increasing brand awareness and product awareness are crucial to
generating sales and revenue.

How to create an email campaign?

Here are 11 steps to follow to create an email campaign to reach your audience and
meet your goals:

1. Consider your stakeholders

Identify who the ultimate stakeholders of your company's email campaign are. Email
campaigns are generally joint efforts between the sales and marketing teams, and these
people are often ultimately responsible for the success of the campaign. Consider what
tools, resources, and human capital are needed to bring the campaign to fruition.

2. Meet with your creative team

Your creative marketing team will play a critical role in the execution of your email
campaign. Schedule regular meetings and touch points with the creative team during the
campaign drafting process to ensure that look and wording of the emails are consistent with
your goals and campaign message.

3. Determine your purpose for your campaign

Email campaigns can have multiple simultaneous purposes and goals. They act as driving
factors in the content creation and strategy of the campaign. Here are six common reasons
for using an email campaign:

• To entertain: An entertaining email campaign is one that produces engagement

through exciting and captivating means such as humor, intrigue or celebrity
endorsement.
• To inform: An informative email campaign provides new and interesting information
that can help convince the reader of the value of a product or service.
• To persuade: A persuasive email campaign provides evidence and anecdotes of the
effectiveness of a product or service, with the intention of persuading the reader
into thinking that making a purchase is in their best interest.
• To increase brand awareness: Email campaigns that center around brand awareness
are used to bring a new company to the marketplace or to help launch a new sub-
brand, product or product line..

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• To increase sales: At the core of most email campaigns is the goal to increase sales
both by engaging existing customers and acquiring new customers.
• To increase subscriptions: Email campaigns can also be used to generate increased
numbers of new subscriptions or ensure existing subscribers renew or extend their
subscriptions.

4. Identify what products or services you're pitching

Clearly identifying the products or services that are being pitched in the emails, helps the
target audience quickly identify and understand the intent and purpose of a message. Most
people receive a large number of emails per day, so brevity and directness are important for
connecting with customers and potential customers.

5. Know your target audience

Crafting language in your emails that speaks directly to the motivations and desires of your
audience is critical to email campaign success. Knowing the target audience and how to best
interest and entice them is an essential component of how to design an email campaign.

6. Compile a recipient list

Mining your company's contact list of current customers, former customers and prospects is
a crucial step in compiling the recipient list of the email campaign. Contact details are
regularly found in internal customer databases or tools such as a customer relationship
management system.

7. Decide the specifics of your campaign

It's important to clearly define the specific logistical parameters of the email campaign. Here
are five elements to consider when designing your email campaign:

Length of time

Determine the length of time the campaign will last, as length may differ based upon the
goal of a campaign. A campaign focused on a new product being launched may only run up
to the day of launch for example.

Total number of emails

Decide how many total emails you want to send to each recipient throughout the campaign
and the length of time between them. This way, you can monitor progress based on how
long recipients have had access to your email campaign.

Time of day

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Choose the best time of day for maximum engagement with your emails. Research existing
data studies on the times of day that most people open and read their emails to determine
this.

Overall message

Defining the overall message of the email through the careful choices of wording, length and
tone is a crucial success factor in an email campaign. Consider creating a list of different
mission statements that describe your campaign’s goals and ask other people on the
team for feedback to choose the best one.

Design aesthetic

A visually catching and pleasing design to the email itself can be a decisive factor in the
recipient's decision to engage with the message. If you have any graphic designers or creative
individuals on your team, consider reaching out to see if they can create any custom logos,
designs or any other visual content to elevate your campaign.

8. Create enticing and engaging material

The words and images you choose to use in an email campaign are extremely important. They
contribute to the overall effectiveness of your design aesthetic, and they play a crucial role in
the success of your campaign. Here are four areas to focus on when trying to create an
enticing and engaging email campaign:

Email subject lines

An attention-grabbing email subject is needed to ensure your audience is compelled to click

on the message and read further. The exact number of words is less important than arranging
the subject line in a way that communicates the most important information first.

Attention-grabbing copy

Content and copy represent the language used in advertising and marketing. It’s important
that the people viewing your emails feel compelled to continue reading.

Images that evoke specific emotions

Imagery that evokes the desired emotion of the message, is a powerful tool for successful
email campaign composition. It’s especially effective when paired with attention-grabbing
text.

Easy-to-navigate links

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Readers should be able to identify and navigate to embedded links very easily. Leverage these
links to direct viewers to shopping pages, social media sites or your company homepage.

9. Review marketing regulations for email campaigns

Many countries have laws and regulations that companies must follow. These rules are
designed to protect email users from unwanted communications and spam. Consult with the
company's compliance team during the planning and design of your campaign to ensure
proper adherence with rules.

10. Test and review

Before officially launching the email campaign, it’s important to review, edit and test the
message. Ensure that it is free of spelling and grammar errors, the layout is correctly being
displayed across multiple platforms like mobile phones and tablets and that all embedded
links work and direct to the correct place. Consider conducting a small focus group to see how
people react to the text, images, links and layout of the email before going live with your
entire distribution list.

11. Track your performance

Keeping track of metrics and key performance indicators will provide insight into the level of
success of an email campaign. Here are four key areas to track:

• Open rate
• Click rate
• Website traffic from embedded links
• Sales from embedded links

Email automation and segmentation

Email automation

The use of predefined rules to trigger email messages and personalize your messages based
on specific actions customers take—or don’t take, using email or marketing automation
software. Some examples include when you automate welcome emails sent when a customer
signs up for a mailing list, similar product recommendations after a user has bought from your
site, or a quick reminder that the customer placed something in their cart but never finished
checking out. Email automation takes repetitive tasks off your to-do list to free up your time
for other valuable tasks, such as responding to customer questions. It can help customers
learn more about your brand, encourage them to keep coming back, or remind them of why
they bought from you in the first place.

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As a business owner, finding ways to conserve precious resources—including time—is vital.

You want to spend your time focusing on growing your business, not sending out emails or
responding to customer service inquiries. There are some things you simply shouldn’t have to
take on by yourself, and email marketing is one of them. Fortunately, you can save time and
money with email automation.

The use of predefined rules to trigger email messages and personalize your messages based
on specific actions customers take—or don’t take, using email or marketing automation
software. Some examples include when you automate welcome emails sent when a customer
signs up for a mailing list, similar product recommendations after a user has bought from your
site, or a quick reminder that the customer placed something in their cart but never finished
checking out.

Email automation takes repetitive tasks off your to-do list to free up your time for other
valuable tasks, such as responding to customer questions. It can help customers learn more
about your brand, encourage them to keep coming back or remind them of why they bought
from you in the first place.

As a marketer or business owner, you’d like to stay connected to your customers. Email
automation is a powerful marketing automation tool that lets you send the right message to
the right people at the right time, using automated workflows, which is extremely effective
for lead nurturing, and ultimately, to drive sales from potential customers as well as existing
ones.

What is email automation?

Email automation is a way to create emails that reach the right people with the right message
at the right moment—without doing the work every time, sending automated messages
leveraging a marketing automation tool.

When you link your website analytics with your email marketing platform, you can target
people based on behaviour, preferences, and previous sales. Then you can personalize each
customer’s experience and increase the relevance of your automated campaigns.

Segmentation
Segmentation is the division of email subscribers into smaller segments based on set criteria.
Typically, segmentation is used as a personalization tactic to deliver more relevant email
marketing to subscribers based on their geographic location, interests, purchase history, and
much more. Segments are created so that the marketer can cater specifically to each different
email list and that list’s independent interests, rather than creating one mass message for all.

Many businesses still imagine their email subscribers should simply all get the same content.
It’s one big list, with minimal effort put in. That minimal effort shows. Nearly half of those
who subscribe to email lists end up trashing those emails.

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If all you have to give them is something generic, then they’re not getting something back
that is worth the value of their information. This is why segmentation is so important; it’s
equally important whether you are marketing B2C or B2B.

Listed below are the top 5 ways you can segment your list:
1. Geographic email segmentation: The most obvious way to segment emails is through
geography. For instance, imagine your business is hosting a special event. You send
out content to a full email list, which includes contacts both local and distant.
2. B2B and specialization email segmentation: You work with other businesses. You may
sell or provide services to other businesses. And because of the different people you
work with, you wouldn’t send the same email to a vendor contact as you do to a sales
manager, a marketing specialist, or an administrative assistant. They each require
their own messaging.
3. Content-specific email segmentation: For this, you need to rely on data collected
about specific contacts. What pages did they visit on your site? What did they
download from it? What tools did they use? Did they purchase anything?
4. Behaviour-specific email segmentation: This goes into a level of email marketing
segmentation that’s even deeper. How long is a customer lingering on a page? How
many pages do they view on an average visit? Do they visit and buy quickly, like an
impulse buyer? Or do they visit a few times in a week, loading the same items into an
online cart and cancelling, like a nervous buyer?

Email marketing metrics and analytics

What is marketing metrics and analytics?

Marketing analytics is a measure of the effectiveness of an organization's marketing strategies

to ensure that marketing dollars are being spent wisely. Marketing metrics are quantifiable,
or measurable, values that organizations can compare and use to make decisions about their
products or their marketing strategies.

What are metrics in email marketing?

Email marketing metrics are numbers or percentages that indicate the success of an email
marketing campaign. They provide information about campaigns, like how many and which
people open an email, how many people click through to a website from an email, and how
many people unsubscribe.

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Content Marketing:
What Is Content Marketing?

Content marketing definition

Content marketing is a strategic marketing approach focused on creating and distributing

valuable, relevant, and consistent content to attract and retain a clearly defined audience —
and, ultimately, to drive profitable customer action.

Instead of pitching products or services, content marketing provides relevant and useful
content to your prospects and customers to help them solve issues in their work (B2B content)
or personal lives (B2C content).

Effective content marketing requires a documented content marketing strategy. Building one
doesn’t have to be complicated. Read How To Write a 1-Page Content Marketing Strategy: 6
Easy-to-Follow Steps to learn what questions to ask and how to develop your strategy.

Why use content marketing?

For one thing, marketing today is impossible without great content.

Content should be integrated into your marketing process, not treated as something
separate. Quality content is part of all forms of marketing, including:

• Email marketing: Consistently great content trains your audience to anticipate, open
and read emails from your brand.
• Social media marketing: Content marketing strategy comes before your social
media strategy.
• SEO: Search engines reward businesses that publish quality, consistent content.
• PR: Successful PR strategies should address issues readers care about, not their
business.
• PPC: For PPC to work, you need great content behind it.
• Inbound marketing: Content is critical to driving inbound traffic and leads.
• Digital marketing: Content marketing forms the foundation for an improved or
rebooted integrated digital marketing strategy.
• Content strategy: Content strategy (which determines how content is created and
managed throughout an organization) must be considered in any content marketing
approach.

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What are some examples of brands using content marketing?

CMI research shows the vast majority of marketers use content marketing. In fact, it is used
by many prominent organizations in the world, including:

• AARP
• Cleveland Clinic
• HBO
• NBC Sports
• Northwell Health
• Salesforce
• ServiceNow
• TD Bank Group

It’s also developed and executed by small and mid-sized businesses around the globe.
Even government agencies are getting on board.

Understanding content marketing

Content marketing is a form of marketing focused on creating, publishing, and distributing

content for a targeted audience online.

It is often used by businesses in order to achieve the following goals: attract attention and
generate leads, expand their customer base, generate or increase online sales, increase brand
awareness or credibility, and engage an online community of users. Content marketing
attracts new customers by creating and sharing valuable free content. It helps companies
create sustainable brand loyalty, provides valuable information to consumers, and creates a
willingness to purchase products from the company in the future.

Content marketing starts with identifying the customer's needs. After that the information
can be presented in a variety of formats, including news, video, white papers, e-
books, infographics, email newsletters, case studies, podcasts, how-to guides, question and
answer articles, photos, blogs, etc.

Content marketing requires continuous delivery of large amounts of content, preferably

within a content marketing strategy.

Content strategy and planning

Content strategy is the planning, development, and management of content—written or in

other media. The term has been particularly common in web development since the late
1990s.[1] It is a recognized field in user experience design, and it also draws from adjacent
disciplines such as information architecture, content management, business analysis, digital
marketing, and technical communication.

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Strategic planning is an organization's process of defining its strategy or direction, and

making decisions on allocating its resources to attain strategic goals.

Furthermore, it may also extend to control mechanisms for guiding the implementation of
the strategy. Strategic planning became prominent in corporations during the 1960s and
remains an important aspect of strategic management. It is executed by strategic planners
or strategists, who involve many parties and research sources in their analysis of the
organization and its relationship to the environment in which it competes.

Strategy has many definitions, but it generally involves setting strategic goals, determining
actions to achieve the goals, setting a timeline, and mobilizing resources to execute the
actions. A strategy describes how the ends (goals) will be achieved by the means (resources)
in a given span of time. Often, Strategic Planning is long term and organizational action steps
are established from two to five years in the future. The senior leadership of an organization
is generally tasked with determining strategy. Strategy can be planned (intended) or can be
observed as a pattern of activity (emergent) as the organization adapts to its environment or
competes in the market.

Strategy includes processes of formulation and implementation; strategic planning helps

coordinate both. However, strategic planning is analytical in nature (i.e., it involves "finding
the dots"); strategy formation itself involves synthesis (i.e., "connecting the dots")
via strategic thinking. As such, strategic planning occurs around the strategy formation
activity.

Strategic planning can be used in Project Management that focuses on the development of
standard methodology that is repeatable and will result to high chances of achieving project
objectives. This requires a lot of thinking process and interaction among stakeholders.
Strategic planning in Project Management provides an organization the framework and
consistency of action. In addition, it ensures communication of overall goals and
understanding roles of teams or individual to achieve them. The commitment of top
management must be evident throughout the process to reduce resistance to change, ensure
acceptance, and avoid common pitfalls. Strategic Planning does not guarantee success but
will help improve likelihood of success of an organization.

In educational institutions, strategic planning is also a need. We are already in a transitional

period in which old practices are no longer permanent but require revision to meet the needs
of academia, which is frustrating in the educational sector. To meet the changing needs of
this new society, educational institutions must reorganize.[4] Finding ways to maintain
achievements while improving effectiveness can be difficult for educational institutions.
Keeping up with society's rapid changes. Some strategic planners are hesitant to address
societal outcomes, so they often ignore them and assume they will happen on their own.
Instead of defining the vision for how we want our children to live, they direct their attention
to courses, content, and resources with the mistaken belief that societally useful outcomes
will follow. When this occurs, the true strategic plan is never developed or implemented.

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Content creation and distribution

Content creation is the act of producing and sharing information or media content for specific
audiences, particularly in digital contexts. According to Dictionary.com, content refers to
"something that is to be expressed through some medium, as speech, writing or any of
various arts" for self-expression, distribution, marketing and/or publication. Content creation
encompasses various activities including maintaining and updating web
sites, blogging, article writing, photography, videography, online commentary, social
media accounts, and editing and distribution of digital media. In a survey conducted by Pew,
content creation was defined as "the material people contribute to the online world."

Digital distribution, also referred to as content delivery, online distribution, or electronic

software distribution, among others, is the delivery or distribution of digital
media content such as audio, video, e-books, video games, and other software.

The term is generally used to describe distribution over an online delivery medium, such as
the Internet, thus bypassing physical distribution methods, such as paper, optical discs,
and VHS videocassettes. The term online distribution is typically applied to freestanding
products; downloadable add-ons for other products are more commonly known
as downloadable content. With the advancement of network bandwidth capabilities, online
distribution became prominent in the 21st century, with prominent platforms such
as Amazon Video, and Netflix's streaming service starting in 2007.

Content distributed online may be streamed or downloaded, and often consists

of books, films and television programs, music, software, and video games. Streaming
involves downloading and using content at a user's request, or "on-demand", rather than
allowing a user to store it permanently. In contrast, fully downloading content to a hard
drive or other forms of storage media may allow offline access in the future.

Specialist networks known as content delivery networks help distribute content over the
Internet by ensuring both high availability and high performance.[3] Alternative technologies
for content delivery include peer-to-peer file sharing technologies. Alternatively, content
delivery platforms create and syndicate content remotely, acting like hosted content
management systems.

Unrelated to the above, the term "digital distribution" is also used in film distribution to
describe the distribution of content through physical digital media, in opposition to
distribution by analog media such as photographic film and magnetic tape (see: digital
cinema).

What Is Amplification?

Amplification, often referred to as content amplification, is the use of various tactics to

promote and amplify the visibility of a piece of content, helping it reach a far larger audience.

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By turning up the volume, you’re turning more heads and attracting more attention to your
brand.

Content amplification and content distribution go hand in hand, and their definitions overlap.
Your distribution strategy determines the channels through which you’ll promote content;
amplification tactics boost your reach and visibility within those channels.

Examples of Content Amplification

To understand amplification, let’s use the example of a new blog post added to your website.
Unless your blog has a large following, the organic reach of this content will be limited. To
amplify its visibility, you must use a mix of owned, paid, and earned media strategies such as:

• Promote it across all social channels and your email list.

• Launch a paid social campaign, such as LinkedIn Sponsored Content, to
promote it to thousands of prospects beyond your current followers.
• Partner with an industry influencer to share the post to his or her followers.
• Encourage your employees, customers, and other evangelists to share the post.
• Include popular hashtags in social posts so that people following those
hashtags see your content.
• Participate in niche communities like Reddit and weave your post into the
conversations happening there.
• Repost the content to a blogging platform like Medium.
• Repurpose your blog post as a press release (if applicable) and pay for a press
release distribution service to promote it to media professionals who cover
your industry.

Why Content Amplification Is Important for B2B Marketing

We live in a content-saturated world. There are more than 4 million blog posts written each
day, and most are barely read or shared. Today, the organic reach of content is severely
limited, for both B2C and B2B marketers. If you want your content to reach new prospects as
well as existing customers and followers, amplification must become part of your content
creation and distribution process.

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Content marketing metrics and analytics

What are content marketing metrics?

Is content marketing a good strategy to incorporate into your business? Probably. But, it takes
time and energy to plan and resources to execute. Just like any other strategy, you would
think to include, you’ll want to make sure that you’re seeing a healthy return on investment
(ROI) for your effort.

In order to do that, you’ll need to become familiar with content marketing metrics. With these
numbers, you’ll be able to determine if what you’re doing is making an impact as is, if you’ll
need to tweak your approach, or if you’ll need to abandon it altogether in exchange for
something else.

Content Marketing Success Metrics

While there are hundreds of specific metrics out there you could use to determine whether
or not your content marketing efforts are making enough of an impact to justify their costs,
there are a handful of metrics that are essential. Incorporating the following numbers into
your content marketing metrics dashboard will give you a great understanding of your
performance and effectiveness.

1. Traffic Sources

It’s wonderful to discover that people are consuming your content. But, how did they find out
about it? A truly successful content marketing plan will attract new potential customers
through engaging content. On the other hand, you may also be creating more engagement
with past customers or on-the-fence potential customers. This is still good as it can create
repeat business and help you stay top-of-mind.
Either way, it’s important to know how readers have made their way to your content. To find
traffic sources to your blog or website, you can use a platform such as Google Analytics.

2. Impressions

How is your content doing? Does Google recognize that you are an "answer" to the searcher’s
problems? Using Google Search Console, you can determine how many impressions your
content has received. The more impressions, the more people you’ve reached.

3. Click-through-rate (CTR)

Impressions or views of your content is important, however, without acknowledging your CTR
or click-through rate, you won’t be able to fully understand whether or not your content is
effective.

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More people may be viewing or consuming your content, but is it moving them to action? Are
they visiting your website? Are they learning more about your products? Understanding your
click-through rate provides this insight.

4. Content Shares and Backlinks

You’re putting out good content (hopefully!), but is it good enough to share? The true test of
your content is whether or not people find it useful or interesting enough to share with their
own audiences.
Bonus, the more your content is shared, the more Google sees it as the "solution" and shows
it to more people. If you’re posting on social media, shares are easy to determine. If you’re
looking at blog content, you can use a tool such as BuzzSumo or Ahrefs.

5. Email Opt-in Rates

Click-through rates are important to know if your readers are taking action on your content
by visiting your website. However, if they don’t buy right away, are they giving you the
opportunity to capture their information and connect with them in the future?
When your content marketing is performing well and truly doing its job, readers will be
comfortable sharing their contact information with you and eager to hear more of what you
have to say, and potentially purchase your product or service in the future. Your email
marketing software can give you this metric.

6. Bounce Rate

Ideally, once people land on your website, they’ll take the time to explore, digest some of
your content, and buy. Sometimes though, you’ll see a high bounce rate because people have
navigated away from your website immediately after they were directed there. This could be
due to slow-loading, a poor user experience, or different content than they expected.
It’s important to know your bounce rate and then understand what’s causing it. This helps
you avoid putting all the time and effort into creating quality content, only to find that
something on your website is turning off potential customers.

7. Keyword Rankings

A big part of content marketing is selecting the right keywords for your desired audience.
Ultimately, the question is "what are your potential customers searching for on Google?"
Once you’ve figured that out, you can incorporate those words into your content and ideally,
be found more easily.
However, keywords change over time and you’ll need to make sure that you are being
successful in your endeavors. Review the keyword rankings using SEMRush or Google Search
Console and tweak your keywords or your content when it’s not performing well.

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CREATED BY VEERENDRA K Y ASST PROF BIHE, DVG 16