Content marketing is a powerful inbound marketing method that grabs the attention of your prospects and customers and draw them into your sales circle by offering valuable contents to them. It is very important to build your fan base and grow business. Since “content marketing” has come to draw a lot of attention, many companies place importance on content creation like blogging. However, it would waste your time and effort if you don’t perform content marketing effectively.
To convert your target audience into customers through your contents, you must understand what to track and develop a strategy. Beginning with attracting your prospects and customers and induce them to consume your contents, you should track how much the engagement rate increases and how your contents affect your business.
It is possible to measure your content marketing efforts with these 4 content marketing metrics:
- Content consumption
- Share and engagement
- Conversion (lead generation)
- Sales improvement
Depends on which metric your contents are not doing well, the way of modifying it varies. For example, if content consumption is not good, you will need to review and modify the headline and the promotion methods.
4 Content Marketing Metrics
1. Content Consumption
Building brand awareness in the minds of your prospects and customers is essential to increase conversion rate and lead to sales. So the first step would be to drive them into your content pages and get your targets consume your contents. With following the KPIs, you can see the traffic situation of your web pages.
- Number of total visitors
- Number of new visitors
2. Share and Engagement
Then, you need to pay attention to how people engage with the contents. If your contents give what people expect, they may stay longer at your website, navigate to other pages and share your contents on social media. By tracking the engagement with your contents, you might discover the touch points with your prospects and customers that help you to create better contents. You can measure the following KPIs below to know the level of engagement of your contents.
- Number of return visitors
- Session Duration
- Bounce rate
- Shared URL
- Inbound Link
- Number of Social Media Interactions (Like, Share, +1, etc.)
- Number of comments (blog and social media)
3. Conversion (Lead Generation)
Lead generation is the acquirement of prospects who have intentions to purchase your products/services and ask for more information to do business. You should measure how much the content consumption is linked to lead generation with these KPIs below.
- Form submission
- Number of newsletter subscribers
- Membership Registration
- Number of downloads
4. Sales Improvement
Improving sales is the final goal of content marketing. You might want to place importance on tracking your sales improvement through content marketing but don’t forget about the 3 content marketing metrics I mentioned above because they are linked to sales improvements. Measuring sales improvement is not difficult, but it is necessary to think about how your content affects people’s purchase.
- Online sales
- Set Appointments
- Make Reservations
As you see, creating contents requires a strategy that meets the conditions of each metric and has good balance. Even if you could bring tons of people into your web page through a nice content or an image, if the content is boring or deviates from the expected topic, it will be hard to lead to sales. I will suggest you create contents considering these 4 content marketing metrics.
What do you think about these content marketing metrics? Let me know your opinion!