What is your favorite platform, tool or plugin for analyzing the results of your content marketing efforts, and why?
The following answers are provided by the Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, the YEC recently launched #StartupLab, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses via live video chats, an expert content library and email lessons.
1. Google Analytics
This is a simple, free and user-friendly tool that allows you to set up goals and track the results over time. You can see where your traffic is coming from, which content is the most popular and which pages of your site people went to before signing up or buying. It’s a great platform — you just need to get it set up properly to get the most out of it.
I absolutely love ClippPR. It’s only in beta now, but I was lucky enough to get a login! It analyzes who is sharing your content and commenting on it. It’s about monitoring engagement and networks instead of simply numbers. I’m a huge fan of this platform and looking forward to seeing what they do next.
3. Google Webmaster Tools
Google Webmaster Tools are free to use and great tools that analyze the results of your content marketing efforts. I especially enjoy analyzing the “Content Keywords” section of the Webmaster Tools, which lists the top 20 words that Google associates with your website. These 20 words really help guide the action plan of our content marketing efforts because we want Google to know who we are.
We use Pardot to trace prospective customers who come in through our content marketing channels during their entire conversion path, from visitor to paying customer. Pardot provides a comprehensive view of customers at every step in the conversion funnel and allows us to segment them by acquisition source.
KISSMetrics tracks the complete funnel — so we know not only what pieces of content are being successful from a traffic/sharing standpoint, but also what content is driving sign-ups and conversions to paid users, which is the ultimate goal for our content strategy.