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You’ve been creating one awesome piece of content after another. Your editorial calendar is full to the brim with audience-relevant content ideas. And, you have a well-oiled content workflow.
The question now is, how can you measure the performance of all this content?
Enter: content marketing metrics, which are numbers you need to be tracking, studying, and using as actionable insights to guide your content marketing strategy.
In fact, you’d be throwing darts in the dark – hoping they land you some customers, so you’ve something to show stakeholders as your content marketing ROI.
With that in mind, let’s dive into the content marketing metrics you need to measure, how to measure them, and how to improve them.
Buckle up.
Content marketing metrics are standards of measurement that show you how well your content creation is doing.
From metrics to determine how well you’re creating brand awareness to how many new leads you’re adding to your sales funnel, there are a variety of numbers to track.
💡 Learn more: Getting started with measuring the performance of your content
The ones you settle on tracking, however, boil down to two things:
So before you start measuring your content marketing program’s performance, make sure you:
Keep in mind: the goals you set depend on how mature your content marketing program is.
For example, if you’re starting out, you’ll want to focus on growing brand awareness and building authority. Similarly, if you’ve been in the game for a while and see good content engagement, you can focus on increasing the number of conversions.
Ultimately, the content metrics you measure depend on your priorities that, in turn, depend on your content marketing goals.
💡 Pro tip: Make notes of industry benchmarks – what numbers others in your industry are reaching on average. This will help you understand how well you’re doing.
The different types of key metrics you review depend on your digital marketing goals. Let’s walk you through them:
Look at your social shares such as retweets, impressions (for example, how many impressions you get on your posts on LinkedIn or other social networks you use), and follower count.
Essentially, follower count is a vanity metric. However, if you’re new to a social channel, you’ll want to take it into account for establishing credibility.
On your website, review traffic your content is getting. Look at your:
Grow your brand awareness today: Talk to your target audience to determine their pain points. Then, create content that solves these struggles. This type of educational content is an effective way to get on your audience’s radar.
Track these metrics if you’re already getting significant traffic and want to build an audience with your high-quality content.
Engagement metrics are effective parameters for understanding how good your content is doing in terms of solving your readers’ questions (and, subsequently, engaging them).
Since the plan here is to grow your audience’s average time on your site or funnel them to specific landing pages, look at:
💡 Pro tip: Determine your social content’s performance by looking at the referrals it’s driving. Go to Google Analytics and click on Acquisitions, followed by Social and Network Referrals, to find out how many people social is funneling to your site.
Grow your engagement metrics today: Work on your site’s user experience to improve navigation, reduce high bounce rate, and boost content’s readability.
💡 Learn more: Content has never been more important— but good content is hard
You’ll want to review your search engine rankings here. Do so in Google Search Console. Better ranking in the SERPs will drive more people to your pages, likely converting them better.
Two more crucial aspects of improving your SEO are backlinks and authority. Track both of these using tools like Ahrefs and Moz. You can also use this free tool to monitor your backlinks.
As for authority metrics, work on improving your:
Grow your SEO metrics today: Write content optimized for SEO. Here are 12 SEO writing tips to get you started.
Planning on moving relevant visitors forward in their buyer journey? Measure these content metrics:
Grow your lead generation metrics today: Optimize your CTAs. Write short and clear CTA copy. Ensure all content has a relevant action message that leverages power words to encourage folks to click.
If you’re using content for growing sales, look at the following metrics:
💡 Learn more: Big question: What's your top tip for measuring the success of content?
Grow your sales enablement metrics today: Collaborate with the sales team to understand exactly who your target audience is and the frequent questions they have. This way, you can create content that’s uber-useful to qualified leads and helps close deals effectively.
Once you choose the content marketing metrics to track, create your dashboard. It’ll show you all key metrics on one screen, helping identify trends and areas for improvement.
Without it, you’ll likely not look at your content metrics as regularly as you should be. When reporting on performance, you’ll also double the work for yourself – sourcing relevant metrics from tons of places to create a content performance report.
Convinced you need a content marketing dashboard? Great. Start today by choosing a dashboard tool like Databox or Klipfolio.
From here, you can either create a content marketing dashboard from scratch or use a template dashboard that these tools offer.
Whatever your preference, make sure you integrate all your analytics sources, such as Google Analytics with your tool. This way, you’ll see all real-live metrics reflected on your dashboard.
Want to dig deeper into measuring your content’s performance? Tune into this masterclass on monitoring content marketing metrics for more strategic insights.
You’ve been creating one awesome piece of content after another. Your editorial calendar is full to the brim with audience-relevant content ideas. And, you have a well-oiled content workflow.
The question now is, how can you measure the performance of all this content?
Enter: content marketing metrics, which are numbers you need to be tracking, studying, and using as actionable insights to guide your content marketing strategy.
In fact, you’d be throwing darts in the dark – hoping they land you some customers, so you’ve something to show stakeholders as your content marketing ROI.
With that in mind, let’s dive into the content marketing metrics you need to measure, how to measure them, and how to improve them.
Buckle up.
Content marketing metrics are standards of measurement that show you how well your content creation is doing.
From metrics to determine how well you’re creating brand awareness to how many new leads you’re adding to your sales funnel, there are a variety of numbers to track.
💡 Learn more: Getting started with measuring the performance of your content
The ones you settle on tracking, however, boil down to two things:
So before you start measuring your content marketing program’s performance, make sure you:
Keep in mind: the goals you set depend on how mature your content marketing program is.
For example, if you’re starting out, you’ll want to focus on growing brand awareness and building authority. Similarly, if you’ve been in the game for a while and see good content engagement, you can focus on increasing the number of conversions.
Ultimately, the content metrics you measure depend on your priorities that, in turn, depend on your content marketing goals.
💡 Pro tip: Make notes of industry benchmarks – what numbers others in your industry are reaching on average. This will help you understand how well you’re doing.
The different types of key metrics you review depend on your digital marketing goals. Let’s walk you through them:
Look at your social shares such as retweets, impressions (for example, how many impressions you get on your posts on LinkedIn or other social networks you use), and follower count.
Essentially, follower count is a vanity metric. However, if you’re new to a social channel, you’ll want to take it into account for establishing credibility.
On your website, review traffic your content is getting. Look at your:
Grow your brand awareness today: Talk to your target audience to determine their pain points. Then, create content that solves these struggles. This type of educational content is an effective way to get on your audience’s radar.
Track these metrics if you’re already getting significant traffic and want to build an audience with your high-quality content.
Engagement metrics are effective parameters for understanding how good your content is doing in terms of solving your readers’ questions (and, subsequently, engaging them).
Since the plan here is to grow your audience’s average time on your site or funnel them to specific landing pages, look at:
💡 Pro tip: Determine your social content’s performance by looking at the referrals it’s driving. Go to Google Analytics and click on Acquisitions, followed by Social and Network Referrals, to find out how many people social is funneling to your site.
Grow your engagement metrics today: Work on your site’s user experience to improve navigation, reduce high bounce rate, and boost content’s readability.
💡 Learn more: Content has never been more important— but good content is hard
You’ll want to review your search engine rankings here. Do so in Google Search Console. Better ranking in the SERPs will drive more people to your pages, likely converting them better.
Two more crucial aspects of improving your SEO are backlinks and authority. Track both of these using tools like Ahrefs and Moz. You can also use this free tool to monitor your backlinks.
As for authority metrics, work on improving your:
Grow your SEO metrics today: Write content optimized for SEO. Here are 12 SEO writing tips to get you started.
Planning on moving relevant visitors forward in their buyer journey? Measure these content metrics:
Grow your lead generation metrics today: Optimize your CTAs. Write short and clear CTA copy. Ensure all content has a relevant action message that leverages power words to encourage folks to click.
If you’re using content for growing sales, look at the following metrics:
💡 Learn more: Big question: What's your top tip for measuring the success of content?
Grow your sales enablement metrics today: Collaborate with the sales team to understand exactly who your target audience is and the frequent questions they have. This way, you can create content that’s uber-useful to qualified leads and helps close deals effectively.
Once you choose the content marketing metrics to track, create your dashboard. It’ll show you all key metrics on one screen, helping identify trends and areas for improvement.
Without it, you’ll likely not look at your content metrics as regularly as you should be. When reporting on performance, you’ll also double the work for yourself – sourcing relevant metrics from tons of places to create a content performance report.
Convinced you need a content marketing dashboard? Great. Start today by choosing a dashboard tool like Databox or Klipfolio.
From here, you can either create a content marketing dashboard from scratch or use a template dashboard that these tools offer.
Whatever your preference, make sure you integrate all your analytics sources, such as Google Analytics with your tool. This way, you’ll see all real-live metrics reflected on your dashboard.
Want to dig deeper into measuring your content’s performance? Tune into this masterclass on monitoring content marketing metrics for more strategic insights.
Masooma Memon is a pizza-loving freelance writer for SaaS. When she’s not writing actionable blog posts or checking off tasks from her to-do list, she has her head buried in a fantasy novel or business book. Connect with her on Twitter.