Essential Content Marketing Metrics
Essential Content Marketing Metrics
Essential content marketing metrics-Content marketing is a strategy used across industries to raise brand awareness and educate audiences, but many organizations have yet to determine how to accurately measure its success.
Marketing teams will need to justify the resources required to create high-quality content that actually moves the needle; therefore, metrics and the ability to measure against predetermined KPIs are essential.
Content Marketing Measurements
Web Traffic Source and Medium
- For many content marketers, website traffic is a crucial reporting metric. Nevertheless, there are several ways to examine traffic metrics.
- If you’re new to measuring content performance, use the Channel report to determine the source of blog traffic.
- Perhaps the majority of users arrive at your blog via a monthly email newsletter; whatever the case, you must comprehend how people actually access your content.
- You can also examine traffic metrics in greater detail using the Source/Medium report in Analytics. Perhaps your team has focused on optimizing content for search; to measure success, compare organic traffic month-over-month or year-over-year.
- If the emphasis has instead been on social distribution of content, consider how referral traffic has increased over time and/or which channels bring the most visitors to your website.
- Metrics of user behavior by themselves do not reveal much.
- However, when combined with other metrics (such as traffic performance), they can provide marketers with directional information regarding reader engagement and content performance.
- Though these metrics are unlikely to be your sole measure of success, they can (and should) be used to help tell the story of your content’s performance.
- As an example, you can determine if a blog post matches the intent of searchers if it attracts users organically and they spend a considerable amount of time reading it.
Impressions & CTR
- In Google Search Console, you should also track impressions and click-through rate in addition to traffic and user behavior.
- This will allow you to determine whether the keywords for which your content ranks translate into impressions and clicks in organic search.
- It won’t provide a complete picture of performance, but it can indicate whether your content is performing well (high impressions and CTR) or if it requires adjustments (low impressions, low CTR, or a combination of the two).
Content Shares & Backlinks
- The primary objective of any content asset is to provide readers with value.
- Social shares and backlinks shed light on whether or not people are willing to share your content with their personal audiences, although no single metric can demonstrate this.
- Consider a blog post that has been shared more than 100 times on social media or an infographic that has been picked up by a number of industry-leading publications.
- These content metrics are important, particularly if you have awareness-related objectives.
- Ensure that you keep track of core keywords and review their rankings monthly. Obviously, this requires keyword research in order to establish your top priority keyword targets.
- We utilize SEM-Rush to track keywords for our client programmer, but there are many other tools available.
- Especially if you’re pursuing competitive, high-value keywords, ranking improvements are a great way to demonstrate the success of your content marketing programmer.
Also Read: History of Content Marketing Infographic