December 26, 2023
Last week, we discussed creating newsletters with the HubSpot newsletter builder, with insights into using the tools and features to customize, optimize, and deliver your messages. This week, our final installment will dive into tracking your content and analytics in the HubSpot platform, with additional insights from Jennifer Nixon of WORQFLOW.
We’ll cover where to find and how to use the right reporting tools for your marketing and sales content and what to consider as you build out your performance-tracking workflow.
If you haven’t had a chance yet, catch up on our HubSpot Content Creation series with Jennifer Nixon:
We all know it: tracking performance and making adjustments are vital processes in a content marketing strategy. If you don’t know how well your brand’s content is performing, you won’t know if you’re achieving key objectives with it.
Monitor and adjust over time. Effective performance tracking and analysis allow you to monitor and adjust your content marketing approaches to better align with your business goals. What’s more, consistent performance measurement will show you trends over time, allowing you to zero in on beneficial opportunities for your brand to connect with target audiences more authentically through content.
Compare, test, and optimize. Through tracking and analysis, you can pinpoint the content that your audience responds to positively, compare it with lower-performing content, and make improvements. This information can help drive experimentation and help you create effective A/B tests to identify the areas that your audience is engaging with most. Then, you can optimize content that misses the mark.
At CopyPress, we monitor both our clients’ and the company’s content performance. By analyzing key metrics (these are established in the beginning) and comparing these indicators against the goals we have set forth, we can see where we’re falling short, where we’re succeeding, and where we’re okay but need improvements. Having the data in hand like this allows us to develop plans for optimizing, repurposing, and repositioning content, as well as restructuring our goals if that becomes necessary.
“HubSpot includes pre-built dashboards and reports that make it easy to start tracking content performance immediately. You can also create custom reports that align with your KPIs. With cross-object reporting, you can tie it all back directly to contacts, companies, and deals. Set up new visitor sessions, landing page submissions, email health, session bounce rate, average duration, and page view totals by source to name a few.” – Jennifer Nixon
HubSpot provides powerful reporting tools that you can use with custom or pre-made dashboards. This is especially useful for those who want a quick way to set up the basics and build out from there.
Create your own reports or select pre-made report templates for sales, marketing, website performance, and more.
The data visualization tools allow you to display the information in a variety of graph formats, however, you can select “KPI” or “Feed” to see the metrics associated with these custom fields. Get data from multiple sources, including your HubSpot sales CRM, marketing initiatives, website stats, automated workflows, and email inboxes.
With the ease of use and ability to set up immediate tracking, you’ll have the data your team needs to make informed decisions that will elevate content, drive traffic, engage leads, and generate more conversions.
Get an in-depth look at these reporting tools and more in HubSpot’s knowledge guide.
There are tons of metrics to look at when it comes to content performance, however, you can get granular according to the types of content. For example, a blog post’s performance will have a different objective, making for different metrics than a landing page. In this case, the blog’s goal may be to drive more leads to sign up for a newsletter, whereas the landing page may be for generating sales conversions on a seasonal product.
It can often be dependent on the type of content and its purpose. That said, there are several metrics we should be tracking when it comes to content marketing:
Sales content will work differently than the content you create for your blog and website, landing pages, and newsletters. You’ll find the sales content analytics tool along with your other reporting tools under the “Reporting” tab. If you’re utilizing HubSpot’s Sales Hub platform, you’ll have access to a range of features — real-time sales reports, dashboard and report templates, email sequences, and tracking — that you can analyze and use to better position your promotions and messaging.
The data you gather from performance tracking isn’t any good unless you organize it in a way that your team can use. Focus on the most important metrics and key indicators that will tell you how effectively your brand’s content is hitting goals.
Raise questions about your current content marketing performance at all levels of the funnel, then dive into the analytics to find the answers. Remember these best practices before setting up tracking in HubSpot or any other tool:
The takeaway should lead to more effective tracking and accessible reports, whether you’re in HubSpot, Google Analytics, or another content marketing tool. Using these insights, you’ll have a more solid understanding of what’s required to refine your content strategy — whether that will be adjusting the types of content your team develops or cutting ties with a particular platform in the future. Utilize the data from your reports and keep testing to find the most successful avenues for your business.
I found Alex Birkett’s tips to be helpful in setting up a framework for regular tracking and reporting, and he touches on the very questions we should be asking as we track and analyze content marketing performance:
As you utilize HubSpot’s tracking and reporting features, prioritize the goals. Align your content’s purpose to these goals and set up tracking for the most important metrics that will tell you how successful your efforts are at getting your company closer to achieving these results.
Use these as parameters to set up your analytics dashboards or build off of the provided templates. Set up sharing with your team for greater accessibility and to create feedback loops for analyzing performance more effectively.
With data backing the decisions your team makes about content initiatives, your company will have the advantage of adaptability in a changing market. You’ll have the insights you need to better identify new opportunities, challenges, and developing trends that can ultimately help your company position itself more successfully in the market — and continue building brand authority, further enhancing connections with customers long-term.
Moreover, HubSpot provides a full-feature system that gives you user-friendly tools for managing both your marketing and sales initiatives. With the tracking and analytics features to tie it all in, HubSpot can help streamline collaboration, strategy development, and performance management.
Visit the CopyPress eBook library and browse for more tools and resources for analyzing your brand’s content performance, SEO analytics, and more.
Jennifer is a HubSpot-Certified Trainer with 40 certifications from HubSpot Academy and is one of the top Champions in the HubSpot Community.
She’s the leader of the SEO + Performance + CMS HubSpot User Group with over 25 years of experience building and optimizing websites.
She’s currently the Director of Revenue Operations for WORQFLOW and a HubSpot Diamond Solutions Partner with her focus on aligning people, processes, and systems for the agency and its clients.
Learn more when you book a consultation with Jennifer and find out how the HubSpot CMS can power your content marketing strategy.
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