Using Volument for

Content marketing

In content marketing, you take a piece of content and bring it to the market. Volument shows how much traction is generated.

Campaign types

There are three types of content marketing campaigns (paid or unpaid) that are well suited for Volument:

1. Idea validation

These campaigns present new ideas, products, or features to the market with a low budget and narrow targeting. The goal is to find such content that people find interesting and desirable.

2. Target marketing

These campaigns aim to find new audiences with a low budget and highly specific targeting. A common way is to use targeting platforms, like facebook.com and linkedin.com to find the right geographic, sociographic, and demographic niche.

3. User acquisition

These high budget campaigns aim to generate new leads, users, and customers. The product or idea has already been validated, and a valid market has been discovered. There is a strong enough product/market fit to generate traction.

Creating a campaign

1. Save campaign to Volument

Navigate to Campaigns and click the Start a new campaign link or press the “+“ key on your keyboard.

Volument asks for the campaing name and the landing page.

Creating a new campaign

Volument generates an URL for the campaing which includes a special query string parameter, such as “c1”, to identify the campaign.

You can alternatively provide the campaign id on the page with campaign configuration variable. This is better for tech-savvy audiences who are hesitant to click links that include tracking parameters.

Once the campaign is saved, it's time to distribute the link. The usual places are Twitter, Facebook, and other social media platforms. Other good places are link aggregators like Reddit or Hacker News. The latter is particularly good for idea validation.

3. View the results

To get reliable results you need enough visitors to reach statistical significance. 300-500 visitors are minimum, 1000 is good, the more the better

The engagement metrics for the first visit are available as soon as visitors start to arrive. Retention and conversion figures need more time to mature.

Comparing results

You can compare the campaings against each other to see which one perfofrms best. Traction is the deciding factor for success. You can also compare the data with other audiences that are automatically generated by Volument. These audiences, or market segments, are following:

Referral traffic

Visitors from an identified external source such as www.google.com or news.ycombinator.com.

Channels

Visitors coming from a set of similar domains. For example “Search Engines” and “Social media” is a well-known list of brands.

All visitors

All the visitors on your site regardless of the traffic source. This is called the “Entire audience”.

Comparing two campaigns against each other
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