Critical Metrics to Measure Content Marketing Success
- Sep 08, 2014
- Sumita Das Dutta
Are you sure whether your content is doing what it is supposed to do? Do you think getting countless readers and lots of ‘Likes’ on your Facebook page is sufficient enough to measure the success of your content marketing efforts? There has been a lot of discussions on what strategies work best for successful content marketing. But this time you need to think beyond to evaluate whether your content marketing effort is adding any value to your efforts on social media marketing, search engine optimization, or on company’s overall brand.
As a marketer you have to measure the key metrics to measure the success of content marketing efforts. These metrics help you to gauge the effectiveness of your content and identify crucial performance areas that can improve the quality of leads. Content cannot be measured with a single metric. Are your aware of the checklist for measuring content marketing success? Here are the key areas to measure, so that you can evaluate your progress accurately.
Measuring the amount of content consumption
Unique visits (UV)
Unique visits refer to the number of visitors who viewed the content within a particular framework. The timeframe is usually 30 days. Using Google Analytics can help you know the source of website traffic, which keywords visitors’ type on search engines to get to your website and the demographic information of your readers. The quality of the visitors you get will determine whether or not your content is accepted and viewed.
Page view (PV)
Page views indicate how engaged your audience is. It has been observed that 76% of marketers measure page view to determine which content is popular with the audiences and the topics they are interested in. If a particular post gets more page views, comments and shares, it means it is relevant to the audience.
Measuring the flow of shared content
This metric help you to understand how much you’re able to make your content go viral and establish maximum audiences. It highlight the capacity of your content to affect and connect to the audiences. The number of likes, tweets, LinkedIn shares, Google+ shares, or Diggs determine how successful your content is in getting the maximum consumers to share it with others.
Measuring social media engagement
If you are sharing original content on different social media platforms, then discover which and what type of content is getting the maximum number of clicks, likes, shares and comments. However, as there is a lot of data involved in measuring social media engagement, it is best to merge time spent on site and pages per session to determine if the blog posts that are shared are actually being shared. When it comes to individual social channels, monitor the top metrics on each network to see the overall social interactions for your content
- Click, likes, comments and share
- Best post types
- Post reach
- Likes, tweets and shares
Measuring on-site engagement
Take a look at the on-site traffic that each individual piece of content is driving. Focus on the bounce rate. A high bounce rate means visitors do not find your content interesting and relevant or your website has technical or design issues. Bounce rate helps you calculate how much time visitors spend on your website. However, you need to check
- Whether your traffic from content marketing stay on-site longer than other visitors referred by different sources?
- Did the traffic discover your website through one piece of content and continue to look at other resources across your website?
- Did the visitors look at more pages per visit when your website featured more content?
Getting answers to these questions determine whether traffic generated from content marketing is typically more engaging than traffic from other sources. Also it is equally important to respond to the comments that your readers make on your content in a meaningful and timely manner.
Measuring average finish
Average finish is the number that shows if your readers skip, or actually reads. It gives you the percentage of people who actually finish reading your page. This is best used to measure how engaging an individual piece of content is. It has been observed that that first 10 seconds a user spends on a page is imperative in getting them to stay longer. This indicates that if the average finish is low, especially among the users who want to engage, you can audit the 10 second impression that your content makes. Accordingly you can make changes and encourage people to keep reading.
Measuring the percentage of return readers
Getting your target readers to check out your content once isn’t enough. You need to think of a long-term strategy to keep them coming back and turn engaged readers into loyal readers. Measuring returning readers indicates how many of your readers come back and behave differently from the single visit readers. Looking at the data of returning readers, you can focus on how to acquire and retain them. The retention is crucial as your return readers can have a powerful effect on purchase intent.
Measuring lead generation
Content marketing isn’t just about getting audiences see your content. Your content is more valuable and effective if it can generate profit to your site especially after it has been consumed by maximum number of target viewers. A content that brings financial rewards is important, because revenue is the most important measurement of your content marketing efforts.
So how do you measure lead generation? For instance, if your blog have certain important call-to-actions that you want an individual to see such as signing up for newsletter, downloading guide or video, then you can track these conversions by setting Google Analytics goal. The visitors who sign up to your blog have to enter their contact information to gain access to your content. These visitors can be the leads as they can be cultivated to eventually become a paying customer. You can also track the referral path of each conversion and check whether those referral sources produces qualified or unqualified prospects.
Measuring the conversion
Conversions from your followers, subscribers, leads and visitors are what drive revenue to your business. They demonstrate the true value of your content marketing. Revenue driven from content marketing effort is what defines the success of your content. Content marketing provide the search engines with information to rank your website and also encourages other websites to link to your content, fuel interaction on social media and educate leads to eventually convert into paying customers.
Have you taken these steps to measure your content marketing efforts? If you are yet to measure these metrics, hurry up!
Sumita Das Dutta
Sumita Das Dutta is a tech geek and a web analyst. She has also been associated with technical writing; blogging on Google web analytics services, SEO audit, Content marketing, Online marketing, App development, Responsive design and Social media engagement. She is a content developer at Softz Solutions.
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