Content Marketing is a strategic marketing approach of creating and sharing content from blog posts to white papers to infographics as a means to generate awareness and education for a targeted audience. If successful, Content Marketing delivers relevant and valuable content to its audience to attract and retain their target audience to ultimately drive a Return on Investment (ROI) as marketing leads and customers.
With that, determining the success of Content Marketing initiatives starts with defining goals in terms of metric measurement. In this tutorial, we’ll explain the high-level Content Marketing metrics to track.
Content Marketing Metrics to Track
Taking a page from Jay Baer’s book, there are four buckets of Content Marketing metrics to track: consumption, sharing, lead generation and sales. These metrics can be shown on a dashboard like this one below:
These buckets of Content Marketing metrics can then be broken down in granularity:
Pageviews In general, Pageviews means the amount of pages a unique visitor viewed on your website. This is a good measurement of page popularity and indicates whether the content is resonating with your audience.
Average Time on Page Similarly, the Average Time on Page measures the amount of time a unique visitor spends on your website. This is a great indicator of content relevancy and user engagement.
New Visitors Content is only useful if it’s able to reach its target audience. If no one is viewing your content, it isn’t achieving its intended impact. By measuring the number of unique new visitors to your website, you can determine if a piece of content is working or not.
Bounce Rate A ‘bounce’ occurs when a new visitor hits your site and either exits or hits ‘Back’ without viewing any other page on your site. A high bounce rate percentage is a good indicator that the content you’re serving isn’t relevant to the audience and doesn’t keep them engaged.
Social Shares Social engagement and shares such as Retweets, likes and comments are very poignant indicators of content relevance and value. If a viewer liked a piece of content enough to share it or take an action with it, it’s an important metric to track.
Click-Through Rate What’s even more telling about the content relevancy meter and behavior of a visitor can be measured through the social Click-Through Rate on a piece of content. This shows that the messaging was relevant and that the content piqued an interest.
Content First Touch First-touch refers to the first channel that a visitor interacted with before converting on your site. It is also known as first-click and first-interaction.
Traffic Sources Tracking this metric allows you to know which channel, whether it’s social or direct, etc. is the most effective content amplification platform is helpful for distribution optimization and learnings for future campaigns.
Conversion Percentage The percentage at which viewers move from anonymous to named contacts within your marketing automation platform. This can measure a few conversions: lead form fill, subscription, trial, demo, etc. based on your marketing definitions.
Marketing Qualified Leads Generated For any marketing activity, the ROI can always be attributed to the number of leads the specific activity generated. This is no different for Content Marketing. Content Marketing activities like blog posts, white papers, social engagement, etc. all lead to the Marketing Qualified Lead conversion flow, so this is an important metric to track.
Pipeline Influenced Content Marketing can be attributed back to the dollar amount of pipeline it influenced. Whether on a first-touch , last-touch or multi-touch attribution model, an important Content Marketing metric is measuring its influence in pipeline generation.
Opportunities Influenced One step further down the sales funnel is converting sales pipeline into sales opportunities. Similarly, Content Marketing should be measured on its ability to influence this stage in the sales funnel.
Opportunities Won Lastly, the ultimate metric for proving Content Marketing ROI is measuring Opportunities Won. A well-executed strategy should provide relevant and valuable content to a highly targeted audience that pushes them along the marketing and sales funnel to the ultimate conversion.
While Content Marketing is still evolving as a discipline within the marketing machine, it’s important to track metrics to prove its effectiveness and influence on the overall business.