Using Volument for
In content marketing, you take a piece of content and bring it to the market. Volument shows you how much traction is generated.
Volument automatically groups your incoming visitors into various segments as follows:
Visitors from an identified external source such as www.google.com or news.ycombinator.com.
Visitors coming from a set of similar domains. For example “Search Engines” and “Social media” is a well-known list of brands.
In campaigns, the audience comes to your site from a link that was manually placed on some external website.
All the visitors on your site regardless of the traffic source.
Volument sorts your segments as follows:
- big to small
- new to old
- good to bad, based on how much traction they generate
Traction is the most important ranking factor: it helps you find the kind of audiences and content that give you long-term success. Moreover, Volument allows you to take any two segments and place them side-by-side for a detailed comparison.
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 alternatively press the “+“ key on your keyboard.
Volument asks some basic information about your campaign. The most important ones are the landing page and the audience, or the “product” and the “market”.
There are two ways to tell Volument, which visitors are used for sampling and measuring the product/market fit:
- From query string. This is a good fit for pages that a lot of existing traffic such as the front page
- Start date. This is good for new content that has not been exposed to the market yet. This is particularly important for a tech-savvy audience who are hesitant to click links with clear tracking parameters.
2. Distribute a link
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 at least seven days to mature.
Mature campaigns can be compared with all the other audiences. Traction is the deciding factor for success.