In the ever-evolving world of content marketing, it’s fascinating to discover that a whopping 88 percent of B2B marketers is already harnessing its power daily, with an additional 76 percent planning to jump on board in the near future.
However, simply implementing content marketing isn’t enough; you must do it right to avoid losing readers and missing out on its benefits. This blog post will focus on ten important content marketing metrics that you should measure to assess the success of your efforts.
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Understanding Content Marketing Metrics: What They Are
Content marketing metrics are like your agency’s secret weapon for understanding and evaluating the effectiveness of your content strategy. These data points provide insights into various aspects, such as:
- Social media performance
- Traffic generation
- Impact on sales and leads
Different types of content can be tracked using multiple metrics, allowing you to gauge the success of your efforts in a comprehensive way.
Importance of Setting Content Marketing Goals
Setting goals for your content marketing strategies is crucial to ensure the desired impact on your client’s business. It helps enhance brand awareness and customer loyalty and provides a roadmap for creating relevant content and determining posting frequency.
You can get the desired results by tracking progress and making necessary adjustments. While content marketing may require more time to see tangible outcomes than paid advertising, its long-term benefits, such as organic search traffic and establishing thought leadership, make goal-setting essential for success.
10 Key Content Marketing Metrics You Need to Know
Tracking the right metrics is crucial for measuring the success of your content marketing endeavors. Here are ten key content marketing metrics that you need to know:
1. Brand awareness metrics
To gauge your brand’s awareness, focus on key social media indicators like retweets, impressions (such as the reach of your LinkedIn or other social posts), and follower count.
While follower count may seem like a vanity metric, it’s still important for establishing credibility, especially if you’re new to a social channel.
Additionally, analyze website metrics such as the number of users, page views, and unique pageviews to assess the traffic your content receives.
To enhance brand awareness, engage with your target audience to understand their challenges and create educational content that addresses those pain points, effectively putting your brand on their radar.
2. Engagement Metrics
To boost audience engagement and encourage longer website visits or guide them to specific landing pages, focus on the following metrics:
Click-through rates (CTR): Measure the number of clicks on your links, including website pages, social media posts, and email marketing messages.
Social comments, shares, and mentions: Pay attention to the comments, shares, and brand mentions your posts receive on social media.
3. SEO Metrics
You must review your search engine rankings using Google Search Console to enhance your SEO performance. Higher rankings in SERPs attract more visitors and improve conversion rates. Prioritize backlinks and authority by utilizing tools like Ahrefs and Moz for tracking.
Monitor your backlinks with a free tool and focus on improving Page Authority (PA) and Domain Authority (DA) to boost your rankings and site relevance. Start growing your SEO metrics today by crafting SEO-optimized content.
4. Lead generation metrics
To propel relevant visitors along their buyer journey, keep a close eye on these content metrics:
Click-through rates (CTRs)
The specific rates depend on your marketing campaigns. For example, track how many people click through your blog’s CTAs, from content upgrades to attracting freemium users.
These metrics don’t necessarily indicate immediate buyer conversions. Instead, they encompass micro-conversions such as new email subscribers, form completion rates, and downloads.
Optimize your CTAs by writing concise and compelling copy to boost your lead generation metrics. Ensure every content piece includes a relevant call-to-action that utilizes powerful words to motivate people to click and act.
5. Sales enablement metrics
If your goal is to boost sales using content, focus on these key metrics:
Keep track of the number of demo requests, forms submitted, and completed calls to gauge customer interest and engagement.
Sales conversion rate
Evaluate the effectiveness of your problem-solving content in converting qualified leads into customers. Compare the conversion rates of leads who receive content nurturing versus those who do not.
Sales cycle length
Measure the impact of your helpful content on the sales cycle length for leads. Determine if the content contributes to shorter sales cycles by comparing the cycles of leads who receive content nurturing versus those who do not.
6. Customer Retention
While attracting new visitors is great, building relationships with readers is crucial for customer retention. Analyzing returning visitors’ interactions with content informs targeted marketing campaigns for multiple benefits.
Regularly engage with your readers by enabling comments, seeking blog ideas, maintaining an active social media presence, and accepting guest contributions. You strengthen connections with your audience and foster loyalty by fostering ongoing engagement.
7. Follow growth and subscribers.
While it’s commonly emphasized that engagement rates hold more significance than follower numbers, you must strike a balance. As the follower count increases, so do expectations for engagement.
However, you must consider the growth of followers over time. Are you reaching your full potential audience with your content? Can you consistently make it fresh and relevant to attract new people and encourage sharing?
8. Return visitors
Analyzing the number of returning visitors helps you understand how they engage with your content and identify the content that resonates with them.
These metrics are just the beginning of understanding how to measure success in content marketing. However, you must analyze qualitative and quantitative measurements to drive ROI and adjust your strategy accordingly. With the right data points in hand
9. Revenue from Content
All marketing efforts should contribute to revenue generation. However, not all initiatives can be accurately tracked and attributed directly to revenue, which limits the consideration of creative endeavors.
Nonetheless, every content marketing program should aim to track the revenue it generates. This can be loosely attributed, such as a correlating blog or knowledge base readership with customer retention.
It can also directly attribute to the case of B2B marketers, tracking pipeline generation throughout the sales funnel.
10. Cost Metrics
Track the cost of your content marketing program to gauge its effectiveness.
Cost per content piece
Calculate the cost per piece by tracking freelancer invoices for internal expenses, and tally salaries, benefits, and overhead costs. Analyzing these costs helps plan future content budgets and assess outsourcing versus in-house content creation.
Content amplification is crucial for reaching a wider audience—monitor expenses associated with promoting content on social media and ad networks to understand distribution costs.
By tracking these metrics, you can gain insights into the financial aspects of your content marketing program and make informed decisions to optimize your budget and distribution strategies.
Content Marketing Metrics that Matter for Your Website
From engaging videos and entertaining tweets on social media to informative blogs, infographics, and expert advice, diverse forms of content help you connect with and assist your audience.
Fortunately, you can measure these audience behaviors using analytics tools, allowing you to track metrics such as:
- Pageviews per user
- Time spent on pages.
If you notice a spike in traffic after starting your blog, you can credit your content team for their excellent work attracting attention.
Measuring Audience Interaction
Engagement is a vital metric in marketing. It’s not just about website visits; you want people to take action. Monitor comments, shares, subscriptions, downloads, and page views per person. Also, track click-through rates on calls-to-action like “shop now” or “contact us” buttons to gauge audience response.
Dwell Times, Bounce Rates, and More
Other important metrics for your website include dwell time and bounce rate.
- Dwell time measures the visitor’s page duration, while bounce rate indicates the percentage of immediate site exits.
- High bounce rates suggest issues with page design or keyword relevance.
These metrics provide insights into user behavior and help optimize your website’s performance.
Relation Between Content Marketing and SEO
Content marketing and SEO are closely intertwined. Relevant content is crucial for ranking in search queries, and keywords are vital in both strategies. Regularly publishing fresh content and monitoring search engine results page (SERP) rankings are essential for SEO success.
By analyzing rankings and identifying patterns, you can align your content strategy with audience preferences, optimize performance, and deliver more of what your audience loves.
How to Measure Content Marketing ROI
To measure your content marketing ROI, follow this concise five-step process:
- Calculate content creation expenses, including tools, software, salaries, and outsourcing costs.
- Determine distribution costs, such as paid advertising, social media advertising, and related tools.
- Total your expenses to calculate the overall content production investment.
- Sum up sales generated directly from your content as the return on investment.
- Use the following formula to calculate your content marketing ROI:
ROI = (Return – Investment) / Investment * 100
By following these steps and applying the formula, you can effectively measure your content marketing ROI and gauge the effectiveness of your efforts.
Tools for Tracking and Analyzing Metrics
To effectively track and analyze content marketing metrics, popular analytics platforms can be immensely helpful. Here are some tips for utilizing these tools:
Install the code on your website to monitor traffic, user behavior, and conversions. Set specific goals related to content engagement, such as page views or form submissions.
Other analytics platforms
Consider tools like Adobe Analytics, HubSpot Analytics, or SEMrush for advanced tracking capabilities and detailed content performance insights.
- Set up proper tracking: Install the necessary tracking codes or scripts on your website to capture relevant data.
- Establish clear goals: Define specific objectives for your content marketing, such as increasing page views or driving conversions.
- Utilize custom reports: Create tailored reports in your analytics platform to focus on key performance indicators (KPIs) aligned with your content goals.
Regularly analyze the data from these tools to identify trends, assess the effectiveness of your content strategies, and make data-driven optimizations.
Interpreting Your Content Marketing Metrics with BrandLume
Content marketing provides an excellent opportunity for brands to get creative and connect with their audience. By monitoring the right metrics, you can get valuable insights into your content marketing performance and make informed decisions about optimizing strategies.
You can easily measure your program’s success with BrandLume’s advanced analytics capabilities and tailored content marketing reports. Learn how BrandLume can help you track and analyze your content marketing metrics!