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If there’s one thing I’ve learned this year it is this: share a vaguely useful colourful chart on social media channels, and your ship will come in.
With that in mind, I have created yet another visualisation, this time dedicated to multichannel marketing.
There are so many different ways of reaching customers these days, and I wanted to provide a really straightforward overview of some of the most important routes to market.
So without further ado, here’s the chart. Click on the image to see a bigger version...
What kind of content marketing metrics should you be measuring, to determine whether you have the right strategy in place? Which metrics are the best indicators of success?
Back in 2012 we published some research on attitudes to measuring content marketing. After surveying 1,300 marketers we found that unique visitors was the main metric used to determine whether content was successful, followed by views, and then time spent on site.
These are perfectly reasonable things to track, and they are meaningful to a point, but most businesses will only invest in things that affect profits and sales. With that in mind, views and visits might not be best thing to focus on.
So what are the best content marketing metrics to track? After all, there’s more to life than visitors and page impressions, right?
I’ve written a lot about content strategy over the past decade. I’ve also highlighted various niche tactics that can help content creators to succeed, as well as plenty of examples of excellent content. But I haven’t created many visualisations, and recently I have been keen to do one.
Surprisingly, nobody has yet created a periodic table for content marketing, so I thought I’d have a go.
Before I introduce it, allow me to doff my hat at Dmitri Mendeleev, who first published the periodic table of elements. I’ll also nod in the direction of Danny Sullivan, who created one based around SEO success factors.
Let me also say that I hope that this is helpful, as the world is awash with dubious infographics and I really didn’t want to produce something just for the sake of it.
The usual caveats apply: there will be obvious omissions, possibly duplicated symbols, and other schoolboy errors. I shall fix these things in a future iteration, so please raise a flag if you spot anything.
Ok then, let’s take a look at the table, and I’ll explain my thinking along the way…
When it comes to social media you might be busy trying to separate the opportunity from the bullshit, such are the interstellar levels of hype and associated jargon that are plaguing this space.
Nevertheless, I for one believe that a solid social media strategy can make a real difference to your business, helping you to drive engagement in order to boost customer satisfaction, retention, and profits. But that's not to say it will be easy: there's a lot to figure out and each company has different needs (and challenges to overcome).
They say a picture is worth a thousand words, so I thought I'd aggregate a few of the social media visualisations I've spotted in the past few weeks to help you make some mental leaps of faith, or use in your internal pitches, or otherwise determine that it's all a bunch of hot air, as you see fit.
Caveat: some of these are more badass than others!