If you’re a rent roll owner or property manager, you already know the value of content marketing in building your brand and attracting new landlords. But here’s the million-dollar question: how do you know if your content marketing efforts are actually working? It’s not enough to just put content out there, you’ve got to track your progress, measure the impact, and make adjustments. That’s how you achieve content marketing success.
So, let’s discuss the key metrics you should track, how to interpret them, and the best tools to measure your content marketing performance.
Key Metrics to Track for Content Marketing Success
To understand if your content is really driving growth, you need to look at specific metrics and KPIs (Key Performance Indicators). Here’s what you should be tracking:
1. Website Traffic
One of the most obvious indicators of content success is how much traffic your content is driving to your website. When you see a steady increase in traffic (especially from organic search) that’s a good sign your content is working. Keep an eye on unique page views, session duration, and bounce rate.
2. Engagement Metrics
Are people liking, sharing, and commenting on your posts? Engagement shows how well your content resonates with your audience. For example, if your social media posts about new property listings get plenty of comments and shares, that’s a signal that your audience finds value in what you’re posting.
3. Conversion Rate
It’s great to have high traffic and engagement, but if no one’s converting (whether it’s filling out a contact form, booking a market appraisal, or signing up for your newsletter) then your content isn’t delivering. Conversion rates help you measure how well your content is pushing potential clients to take action.
4. SEO Metrics
SEO plays a huge role in content marketing success. You’ll want to monitor your keyword rankings, organic traffic, and backlinks to see how your content is performing on search engines. SEMrush points out, “tracking [organic traffic] can help you understand whether your content is effectively attracting your target audience to your website.”
5. Lead Generation
Ultimately, the goal of your content marketing efforts should be to generate leads. Look at how many leads each piece of content is producing. If a particular blog post or video consistently brings in new enquiries, it’s worth creating more of that type of content.
Analysing and Improving Future Content
Tracking the metrics is just the first step. What’s equally important is how you use that data to tweak your future content strategy. Here are a few tips to help you analyse and improve:
1. Look for Patterns
Analyse your contents that are performing well. What themes, formats, or topics are getting the most traction? If your “how-to” videos are always top performers, you’ll know to create more of them.
2. A/B Testing
You can test different content formats, headlines, or calls-to-action (CTAs) to see what resonates most with your audience. For example, try posting both a video and an infographic about the same topic, and see which one performs better.
3. Use Historical Data to Inform New Strategies
Looking back at what worked (and what didn’t) will give you valuable insights into how to approach future campaigns.The best way to evaluate content success is to look at historical data and compare it to your current performance.
Tools for Measuring Content Marketing Success
To make measuring your content efforts easier, there are some fantastic tools out there that’ll do the heavy lifting for you. Here are the best options:
- Google Analytics: This is a must for tracking website traffic, user behaviour, and conversions. It’s free, and the data it provides is invaluable for understanding how people interact with your content.
- HubSpot: This all-in-one marketing platform offers content analytics, tracking traffic sources, lead generation, and conversions. It’s a great tool if you’re serious about growing your rent roll through inbound marketing.
- SEMrush: If you want to go deeper into SEO and keyword rankings, SEMrush is an excellent tool to track organic traffic, backlinks, and competitor performance.
- Social Media Insights: Facebook, Instagram, and LinkedIn all have built-in analytics tools that give you insights into engagement, reach, and audience demographics.
Measure, Analyse, Improve
At the end of the day, content marketing is all about consistency and continuous improvement. By measuring the right metrics and using data to guide your strategy, you can achieve content marketing success and grow your rent roll effectively. Don’t forget to keep an eye on what’s working and adjust your approach accordingly!
Want to save yourself hours of work each month on content creation? Join The Content Club for ready-to-use social media calendars, landlord newsletters, and monthly training sessions that make content marketing easy. Book a call with me to discuss how we can help you grow your brand.
