How is content marketing more than “creating” & “marketing” content? A brief analysis of content measurement metrics
It clearly shows that marketers see value in content creation, syndication, and distribution.
We talked about how content creation is more than creating mediocre content or repurposing what is already out there.
But is that all? No, not really.
Your buyers won’t find on your blog one morning and decide to invest in your product/services.
Strategic content distribution and syndication are just as crucial. You need to have a marketing strategy for your content.
Marketers who have achieved their goals through content marketing have gone a step further to measure their efforts and take corrective actions
So, what are these content measurement metrics?
1. Consumption Metrics
Key questions: How long does a visitor stay on your webpage? How many visitors do you have?
It deals with page views, unique vs. repeat visitors and average time spent on a page. While these measurements deal with websites, it covers reach, impressions, and clicks for social media and rates and click-throughs for emails.
Overall, this metrics will help you understand the patterns of interest and know which content topics are most visited.
2. Retention Metrics
Key questions: How many repeat visitors do you have? Are visitors subscribing/unsubscribing to get updates from you and if yes, how many?
It deals with the percentage of repeat visitors, bounce rate, the number of visits by one visitor and the last time he/she visited your website. Retention metrics also analyze the number of relevant followers you get on social media and subscribers/unsubscribers for email updates.
This metrics will allow you to
- Focus on balancing new vs. repeat visitors
- Focus on improving content if your bounce rate is too high or if you have more unsubscribers than subscribers
- Schedule content to ensure maximum consumption
3. Engagement Metrics
Key questions: Are your visitors commenting on your posts? Are they conversing about your content on social media? Are they spending a considerable amount of their time on your website? (Hint: they are most likely to be a lead).
Engagement metrics also deals with two brilliant (and our favorite!) metrics. Scroll depth and content affix.
While scroll depth tells you exactly where does your audience scroll till (Do they scroll 10% or 90% of your content?); content affix tells you exactly where in an article did they spend the most of their time. Both read together helps you understand how to restructure your content to ensure that the audience sees, read and do what you have in store for them.
4. Sharing Metrics
It deals with social referrals and actions taken on your content.
5. Sales Metrics
Sales metrics deals with revenue per sale, sales from returning vs. new customers, sales per prior activity, number of successful collaborations, average length of sales cycle, and *drumroll* please
It allows you to analyze leads who read (and who haven’t read) your content which helps you understand the actual success of content marketing efforts.
So, figure out what are the relevant metrics for your content and start measuring it. As Peter Drucker says
“What gets measured gets managed.”