Creating content is only half the game. Once you’ve created content, it’s essential to continually measure how well the content is working for you – how much is it really boosting your online presence and improving (or damaging) your bottom line?
You can find out using content marketing metrics, which will guide your future content marketing decisions. Measuring content marketing efforts on a regular basis allows you to fine-tune your content marketing, putting more resources into efforts that were very effective and altering or drawing away from methods that had a poor ROI. Below, we’ll take a look at 6 of the most essential content marketing metrics.
Metric 1: Consumption
Consumption metrics are the most basis, easy to use metrics. Consumption metrics simply measure how many people view your pages. These metrics will include information such as overall website traffic, unique page views, and downloads of content such as whitepapers. This information can be found through Google Analytics.
You’ll also want to look at how much time each visitor spends on each page of your site. If visitors are entering your site but not spending much time there, then you may need to make the content more compelling. If visitors spend a long time on the site before making a purchase, you might look at ways to make the conversion happen more quickly, perhaps by making key information more readily accessible.
Metric 2: Click-Through Rates
Often, an important goal in content marketing is to move people from one page on your website to the next. If this is a goal for you, click-through rates are essential. This metric measures which links people click after reading your content. If you find that you have low click-through rates, the call-to-action may need to be more compelling, or you could include “see also” links below and within the content.
Metric 3: Social Interactions
Social media is one of the most valuable platforms for content marketing. It demonstrates how much your readers are engaging with your content, and also allows you to reach a wider audience as readers share and comment on your content. You want to track how many people share each piece of content, as well as who’s doing the sharing. Facebook, Twitter, and other social media sites allow business pages to view their statistics.
Metric 4: Lead Generation
It’s important for users to view and engage with your content, but that’s all for naught if it doesn’t result in qualified leads. Lead generation is one of the most important metrics to consider when measuring content marketing, as it starts to examine the financial effects of the content marketing campaign.
You can measure lead generation in a number of ways. If your site includes an online lead form, you can look at how many people found the lead form after consuming your content. By setting a browser cookie, you can track when someone fills out the lead form hours or days after viewing the content. If this information shows that few of your site visitors turn into leads, even if you have good consumption and engagement metrics it may be time to consider how you can better reach and convince your target audience.
Metric 5: Conversions
Of course, not all of your leads will become sales, so it’s also important to look at how many conversions your content produces. Your conversion metrics will include conversions from subscribers, followers, site visitors, subscribers, and leads. Keep an eye on the impact of your content on your conversion rate
Your conversion metrics measure how effective you are at cultivating leads into sales using methods like email campaigns, contact from the sales time, and other targeted methods. The information you generate about your conversion rate can also help you more carefully target potential customers.
Metric 6: Content Value
The 6th magic metric helps you convert the previous information into a bottom line. Based on the size of the sale and how much content the customer consumed prior to purchasing, how valuable is each piece of content to your company? These metrics can help you produce more valuable content and cut away content that has a poor or non-existent ROI.
Which content marketing metrics do you find yourself using most often when measuring content marketing? Share in the comments!