Implementing an effective content marketing strategy is a challenge to develop relevant and high value-added content for achieving business goals. Content marketing is really the best way for most brands to establish authority and connect with audiences, gain revenue and increase brand awareness and loyalty. Your content marketing metrics define the impact your strategy is making on business growth and development path.
Here, we’ll share some valuable content marketing metrics show you how to measure the performance of content marketing pieces.
What is Content Marketing and Why is it Important
Content marketing– is a strategic marketing approach focused on creating and sharing distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. It may be videos, blogs, or social media posts.
The key reason that content marketing is important, it is too valuable for both customers and brands. Content marketing generates leads more than any other source, drives high conversion rates, and has the potential for a boost in web traffic.
Consumption Marketing Metrics
It is the process of tracking, collecting and assessing for user data, interaction and activities, the number of people consuming your content, the frequency and depth of their consumption and what channels they are using to reach your content, number of a new customer acquired and old ones using monitoring systems. Some of these content marketing metrics are listed below:
Page views– are recorded whenever a full page of your website is viewed or refreshed. The count of page-views is the total number of times the pages of your website were viewed or refreshed within the selected time period.
Average time on page– for a web page is calculated by the time difference between the point when a person lands on the page and when they move on to the next one.
Total time-on-page for multiple visitors/ (Total number of visitors – Total number of exits).
Unique visitors-refer to a person who visits a site at least once within the reporting period. Each visitor to the site is only counted once during the reporting period. Special measures are taken by analytical programs to filter out visits that are not human, such as visits from spiders, crawlers and other bots.
Page depth– is the average number of pages that your visitors view during a single session.
Bounce rate– is single page sessions divided by all sessions or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server. Bounce rate will let you know the percentage of visitors who came to your website, viewed one page and left. It indicates if your readers lose interest after consuming your content.
Traffic sources– is a report that provides an overview of the different kinds of sources that send traffic to your Web site, for example, direct traffic (clicks from bookmarks or visitors who know your URL or Web search engines).
New visitors and return rate– This metric calculates those navigating to your site for the first time on a specific device and the rate of repeating visitors to your site. The return rate metric refers to how good and effective your content marketing strategies are.
Engagement Marketing Metrics
Likes and mention– this is a direct indicator of the reach of your posts.
Shares– People share content because it is useful, entertaining, or informational. So if your content is earning shares that’s a good indicator that you are producing content with good quality matches your audience wants and needs.
Comments– reader comments give you a rough idea of how well visitors are engaging with your content. As the number of comments you receive is increasing, you’ll be able to leverage this engagement to build development strategy, loyalty and convert visitors into profitable customers.
Scroll Depth– is a more relevant content marketing metrics than time. It gives you a sense of whether your content is fully or just partially consumed.
Referral traffic– provides you with an overview of the websites that are sharing and linking to your content.
Content Outcome Metrics
Organic traffic– is one of content marketing metrics to keep track of is how well your content performs in the search. That’s because organic search traffic and direct referrals tend to be more cost-effective than paid counterparts and more people click on the search results leads equals more traffic, and more potential leads and sales.
Backlinks– indicate the virality of your content. Shows if your content is valued by others and if it produces a resource in your industry.
Keyword ranking– if you’re following content marketing and SEO best practices, you should be seeing an increase in the number of keywords you’re ranking for, as well as how high you’re ranking. Tracking these metrics is an effective way to see if your campaigns are having their targeted effect.
Lead Marketing Metrics
Return on investment (ROI)– is a percentage that expresses how much revenue you gained from content marketing in comparison to what you spent.
New and existing leads– leads define a real contact between the company and potential customers. Great content attracts an audience, and an audience can generate leads. it indicates that your content is generating qualified leads, who are turning to be buyers.
Cost per acquisition– is a content marketing metric that measures the aggregate cost of a customer taking an action that leads to a conversion. The conversion can be a sale, a click, a form submission, or an app download.
CPA = the total cost of a campaign/number of conversions.
Sales– These content marketing metrics look at how content impacts the bottom of your sales process. When your content marketing main goal is to drive sales, these are the numbers that will be the most important.
Brand Awareness– Content marketing is specifically related to building customer loyalty and build brand awareness. due to the strategy of differentiation and providing value and quality in order to make a great impression and maintain loyalty.
Loyalty/retention– It measures how the content you have provided has helped you establish strong and extended relationships with your customers and how they are turned from temporary clients to permanent clients, fans, and advocates of the brand as a genuine part of them.