Content marketing can be one of the most effective ways to generate and convert leads and some metrics can be used to quantify the ROI.
In a constantly and rapidly changing business landscape, the need to measure digital marketing success as efficiently as possible has increased in importance more than ever before. Although pageviews and unique visitors are still relatively valuable metrics to marketers, they do not depict a complete picture of how people are interacting with the content.
For content marketers, metrics provide deep insights into how the content is performing.
Content marketing metrics show how people are consuming our content, what they are doing with it, and whether or not they like it. To measure and improve the content marketing efforts, marketers need to know which metrics to track and analyze, and how to do so.
Marketers should learn how to identify which metrics can be influential for business growth and revenue generation. The following guide provides an overview of the analytics and metrics that will help content marketers determine the effectiveness of content and how it affects revenue.
1) Social Sharing Metrics
The number of social shares your content receives gives you an idea of how your content resonates with the audience. If they share content with their networks, they find useful, educational and/or entertaining that advances the conversation.
Measuring social shares will help marketers determine what kind of traction their content is receiving on social platforms, in addition to how well their business is taking advantage of this traffic source.
SharedCount can help quantify retweets, “likes” and social shares of a website, blog, asset, and social media of content.
2) Consumption Metrics
Consumption metrics like page views, unique visitors, and average time on page look at the number of readers who consume your content, the channels they use, and the frequency of their consumption. Measuring how many readers took a tangible action is a telling indicator of success. Actions such as downloading gated content, signing up for a webinar, or purchasing from your e-commerce site advance leads through the buyer’s journey.
Using tools like Google Analytics, Pardot, Marketo, Eloqua, Act-On, MailChimp, Constant Contact, FeedBurner or FeedBlitz; page views, unique visitors, average time on the website, download or form completions, click-through actions, open rates and clicks of email campaigns and content’s click and views can be measured.
3) Retention Metrics
Retention metrics look at the effectiveness of holding the audience’s attention after a visit beyond the initial contact.
The percentage of returning visitors, the number of visits, the pages per visit, and the bounce rate using a tool like Google Analytics can be viewed and MailChimp, Marketo, and Eloqua can measure the number who unsubscribe or opt out from email content.
4) Lead Generation Metrics
Lead generation is the first step of the sales process, both quality and quantity are important factors. By tracking leads as they move through the funnel, you can deliver more targeted content that expedites the sales process. A common practice is to start with lightweight, educational content for top-of-the-funnel readers before offering in-depth articles and webinars that engage more qualified prospects to move deeper into the conversion process.
5) Sales Metrics
Sales metrics enable you to understand things like how much of your sales pipeline was influenced by consuming your content, as well as the actual revenue where consuming your content influenced the sale.