Are you measuring the success of your content marketing? If not, you should be. Without data, it’s difficult to know whether your content marketing efforts are actually generating results. In this post, we’ll walk you through the essential metrics to track and show you how to use the data to improve your content marketing results.
What are content marketing metrics?
Content marketing metrics are the KPIs that help you measure the success of your content marketing strategy. There are a number of different metrics that you can track, but some of the most important include reach, engagement, leads, and sales.
By tracking these metrics, you can get a clear picture of how your content is performing and make necessary adjustments to ensure that it is as effective as possible. Additionally, tracking content marketing metrics can help you to better understand your audience and what type of content they respond to.
As a result, you can create more targeted and engaging content that will drive better results for your business.
What should you measure to improve your strategy?
There are a variety of metrics you can use to gauge the effectiveness of your content marketing, but it’s important to choose the right ones. The wrong metrics can lead you astray and cause you to miss out on opportunities for improvement.
We’ll discuss five types of content marketing metrics that you should be tracking. By measuring these metrics, you can fine-tune your content marketing strategy for better results.
- Brand Awareness Metrics: If your goal is to increase brand awareness, you’ll want to measure metrics such as web traffic, social media engagement, and email subscribers. By tracking these metrics, you can get a good sense of how well your content is reaching its intended audience.
- Engagement Metrics: Engagement metrics give you a good idea of how interested your audience is in your content. Some engagement metrics to track include social media shares, comments, and likes. If people are sharing and engaging with your content, it’s a good sign that they’re finding it valuable.
- Search Engine Optimization (SEO) Metrics: If you want your content to rank high in search engine results pages (SERPs), you’ll need to track SEO metrics such as organic traffic and keyword rankings. By improving your SEO, you can ensure that your content is seen by more people who are looking for information on your topic.
- Lead Generation Metrics: If generating leads is one of your goals, you’ll want to measure metrics such as newsletter signups and form submissions. By tracking these metrics explains what happened, you can get a good idea of how effective your content is at converting readers into leads.
- Sales enablement metrics: If your goal is to increase sales, you’ll want to measure metrics such as webinar registrations and product purchases. By tracking these metrics, you can get a good idea of how well your content is helping to move prospects through the sales funnel.
There are a variety of content marketing metrics that you can track, but it’s important to choose the right ones for your business goals.
What Works for Your Business?
Trying to figure out which content marketing metrics and KPIs (key performance indicators) are right for your business? You’re not alone. With so many options available, it can be tough to know where to start.
We’ll explore the different categories of content marketing metrics and KPIs, so you can better understand which ones will work best for your business.
- Content Production Metrics: Content production metrics measure how efficiently your team produces content. This includes things like publish rate, number of words published per day/week/month, and number of pieces published per day/week/month. If you want to get a sense of how efficiently your team produces content, production metrics are a good place to start.
- Consumption Metrics: Consumption metrics measure how much content your audience is consuming. This includes things like pageviews, unique visitors, time on site, and bounce rate. If you want to get a sense of how much your audience is engaging with your content, consumption metrics are a good place to start.
- Website Engagement Metrics: Website engagement metrics measure how engaged your audience is with your website. This includes things like clicks, scroll depth, and video views. If you want to get a sense of how engaged your audience is with your content, website engagement metrics are a good place to start.
- Retention Metrics: Retention metrics measure how well your content retains its audience. This includes things like subscribes, downloads, and social shares. If you want to get a sense of how well your content retains its audience, retention metrics are a good place to start.
- Cost Metrics: Cost metrics measure the cost-effectiveness of your content marketing efforts. This includes things like cost per lead and cost per acquisition. If you want to get a sense of the cost-effectiveness of your content marketing efforts, cost metrics are a good place to start.
As you can see, there are many different types of content marketing metrics and KPIs that you can use for your business . It’s important to choose the ones that make the most sense for your particular business model and goals.
How to Measure Content Marketing ROI?
It can be difficult to measure the ROI of content marketing, but there are a few methods that can be used to calculate it.
- Daily active users
- Content downloads
- User sign-ups
- Organic traffic to the website
- Dwell time on page
- Number and quality of backlinks
- Referral traffic from referring domains
- Engagement on social platforms
- Traffic from social media platforms
As a first step to tracking your content marketing ROI, set up a robust analytics tool like google analytics or mixpanel to track your content marketing KPIs.
Once you have your analytics set up, there are a few different methods you can use to measure your content marketing ROI:
- The Percentage of Sales Method
- The Incremental Sales Method
- The Engagement Method
- The Leads Generated Method
- The Cost Per Lead or Acquisition Method
No matter which method you choose, tracking your content marketing ROI is essential to understanding the effectiveness of your content marketing efforts.
If you’re not sure where to start, we recommend using the Percentage of Sales Method. This method involves calculating the percentage of sales that can be attributed to your content marketing efforts.
The Importance of Setting Content Marketing Goals
Setting SMART (specific, measurable, attainable, relevant, and time-bound) goals is an important part of any content marketing strategy. After all, without goals, it can be difficult to measure success or determine whether your content is having the desired effect.
However, setting the right kinds of goals is just as important as setting any goals at all.
For example, rather than simply setting a goal to “increase brand awareness,” try setting a more specific goal such as “reach X number of people with our message.” Not only will this help you to better gauge your success, but it will also give you a clearer idea of what kind of content to produce.
Of course, it’s not enough to simply set goals; you also need to have a plan for achieving them. This is where many businesses fall short. They either don’t put enough thought into their goals or they don’t have a clear and consistent strategy for reaching them. As a result, their content marketing efforts flounder and they fail to achieve the desired results.
So, if you’re serious about content marketing, make sure you take the time to set some well-defined goals and put together a solid plan for reaching them with continuous measurement. Doing so will ensure that your content marketing efforts are targeted and effective, and that you’re able to measure your success in a meaningful way.
There are many different types of content marketing metrics and KPIs that you can use to measure success. The most important thing is to choose the ones that make the most sense for your particular business model and goals.