QUIZ: How effective was your content marketing in 2017?


Crikey, it’s the end of the year already. How did that happen? We’ve had an absolutely brilliant year here at Rin Hamburgh & Co. From successfully completing nine months with Entrepreneurial Spark to welcoming Liz to the team, developing a range of new products (like our Editorial Calendar and Website Health Check and relaunching the website, it’s hard to believe how much we’ve achieved. And of course we’ve worked with some absolutely amazing clients.

As one year draws to a close, it can be useful to stop and look back and what has worked and what could be improved for next year - especially when it comes to marketing. That’s why we’ve put together a quiz to help you think about how effective your marketing activities have been over the last 12 months and what you might need to do differently in 2018.

Question 01

What goals did you set for your content marketing in 2017?

A. Well, I didn’t really make any formal plans, but basically my goal was to just do more of it.

B. My main goals were to increase brand awareness, drive website traffic and establish myself as an expert.

C. I can’t remember. I think I wrote them down somewhere though.

Question 02

Which social media platform did you engage with your target audience on?

A. All of them! I can work with anyone and I love B. talking about my business on social media.

LinkedIn, Facebook and Twitter - that’s where my ideal clients tend to hang out.

C. Well, I’ve got a few profiles set up but sometimes I forget to post for a few weeks at a time.

Question 03

Did you blog at all during 2017?

A. Oh yes, I sit down every day and jot down a few thoughts on the blog.

B. Yes, I followed an editorial calendar and posted something every week.

C. I got a few out in the first half of the year, but I was really busy in the summer and then it sort of tailed off.

Question 04

How would you describe the mix of content you share on social media?

A. It depends how I feel really - every day is different, right?

B. I aim for an 80:20 balance between adding value and promoting my business.

C. I try to schedule stuff about my business, and then retweet the occasional news article when I remember.

Question 05

What feedback have you had from people about your content marketing efforts?

A. I hadn’t really thought to ask. I publish lots of stuff though, so I’m sure everyone can find something they like in there.

B. People always tell me that my brand seems to be everywhere and they’re not sure how I do it!

C. I had a really nice email from someone about a blog post I wrote. That might have been last year though.

Question 06

What kind of stats do you get from your email marketing?

A. When I started they were quite good, but over time they’ve gone down - do you think a daily newsletter is too much?

B. My open rate on my monthly newsletter is usually around 40% with click throughs at 10-15%, and then it varies for the occasional promotional mail out in between.

C. I think the first one was quite good. But then the last couple were a bit rubbish, so I don’t know that there’s any point doing more.

Question 07

How have you used video in your content marketing this year?

A. I’m a big fan of Facebook live, and I’m in front of the camera as often as I can be - even if there’s not much to say, it’s about being visible.

B. I have a regular vlog which goes out once a fortnight, and I use Facebook live if I have something interesting to announce.

C. I’ve got a YouTube channel with half a dozen vlogs on it from Easter time, which I’m quite pleased with.

Question 08

Do you know what the ROI was on your key content marketing channels?

A. Ooh, I have lots of stats - I’m sure ROI is in there somewhere, but it’s a bit confusing really.

B. As far as I can I track key data with weekly and then monthly reports.

C. I tried to set up Google Analytics but it was too difficult, so I gave up

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Mostly As:

You’re certainly enthusiastic about your marketing, but you don’t seem to have much of a plan. The scattergun approach you’re using is probably costing you more time and / or money than it needs to. And by trying to do everything, you risk not doing anything particularly well. As we head into 2018, start the new year by creating a well thought out content marketing plan that takes your budget and capacity into account, then implement it consistently and to a good quality.

Mostly Bs:

Congratulations, you’ve done a great job with your content marketing this year - and no doubt you’ve reaped the rewards. Make sure to keep a close eye on your analytics, so you can regularly adjust what you’re doing and improve those results even more. And as your business grows, you might find it harder to stay on top of everything so start thinking about your budget and how you might be able to get professional help with when the time comes.

Mostly Cs:

You have a general idea of what it is that you should be doing, but you’re lacking in consistency. Try blocking out regular slots each week to get your social media posts scheduled, your blog posts written or your vlog filmed. Also, take time to learn more about the fundamentals of content marketing, for example by reading articles on things like how to create content your audience wants to read. If you think you might still struggle, or the reason you’re inconsistent is that you simply don’t enjoy it, consider outsourcing some or all of your content marketing to professionals. Tracking your analytics data and testing different strategies will also help give you back some enthusiasm by allowing you to see when your efforts are having a positive effect.

So, how did you do? Remember, if you need a hand with your content marketing in 2018, do contact us to see how we can help.


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