Content Marketing Metrics: How Marketers are Measuring Content
Content marketing’s popularity has risen over the past two years thanks to its widespread buzz. Different marketers approach this method using different means, but after the analysis of many marketing teams it was found that 62% of in-house marketers do not have a clearly defined strategy for content marketing. Here are some statistics and facts you can use to plan out your content marketing strategy:
Top 5 Goals for Content Marketing:
1. Engagement – 52%
2. Traffic – 42%
3. Awareness – 35%
4. Sales – 33%
5. SEO – 31%
Top 5 Metrics Marketers Use to Measure Their Content Marketing Success:
1. Unique Visitors – 88%
2. Pageviews/Visitor – 76%
3. Pageviews – 71%
4. Time – 67%
5. Shares – 59%
It should be noted that although the engagement of your audience is important when conducting your content marketing campaign, the amount of lead generation and sales metrics you achieve can help marketers see whether they have reached their business goals.
4 Main Types of Content Metrics
1. Consumption – This type of metric shows how your audience takes in your content and includes visitors, pageviews, and time spent on a page.
2. Sharing – This type of metric works to show how your audience shares your content on social network sites like Facebook and Twitter.
3. Sales – This type of metric analyzes and shows you how your content resulted in increased revenues. It involves the analysis of cost per acquisition and average revenue per acquisition.
4. Lead Generation – This type of metric takes into account how much potential business your content is bringing to your website. This type of metric involves looking at conversions, referrals, and click to lead.
Benefits of Looking at Metrics
If you invest some time into setting up your metrics and looking at them afterwards, you can gain insight onto how your content marketing strategy is helping to bring you business and what you can do to improve.
Consumption – Knowing how your audience consumes your content will let you know whether your audience actually cares about the topics you cover.
Sharing – Seeing how your audience shares your content will inform you of how meaningful your content is to them. The more valuable the content, the more likely your readers will share.
Lead Generation – Knowing how your content is influencing your business will let you analyze whether or not your content will let you achieve your business goals.
Sales – Identifying how much revenue your content brings you will give you an idea of how effective your content is to bring more sales to your business.
Content marketing can give you a better result in revenue and business, but it is always important to know how much and why. Setting up a plan and strategy for your content marketing campaign will lead you to more elevated and calculated levels of success.
