How To Measure Content Marketing Performance

Understanding the complex metrics which help you assess the performance of your content marketing strategy is not easy. Yet, it’s very important to take the time to do so.

The achievements of your content marketing campaign are dependent on the correct efforts put in the right direction. Thus, content strategists the world overtake the time to measure as well as monitor those campaigns.

A total of 89% of marketers ranked boosting the ability to measure and analyse marketing impact as a top priority. Part of that means having the correct metrics to measure as well as monitor your content marketing performance.

How To Track Basic Content Marketing KPIs

When putting your measurement programme in place, begin by deciding how often you’ll collect your data. A great schedule to begin with is assessing marketing effectiveness on a monthly basis.

Then, create a spreadsheet which documents and tracks the following:

• Your marketing goals. If you have several, it may assist with putting them in order of priority. (By this opinion, you should have agreed on goals with your management team; if you haven’t, now is the time to get onto the same page.)
• The key performance indicators (KPIs) you’ll utilise to measure the marketing effectiveness of your content.
• Your plan for achieving this performance information.
• Who will be responsible for collecting as well as reporting this data.

Content Marketing Success Metrics to Start Tracking

Traffic

Traffic is the essence of online content. If no one is navigating on your website, it doesn’t matter how incredible your blog posts are. Nobody will read them, so the blogs won’t be doing you any favours.

If you would like to strip it back to basics, traffic is just one metric which you must measure. Of course, you are able to split this traffic up into different categories. In Google Analytics, the metrics which you want to be looking at are:

• Users – the overall number of unique visitors to your page
• Pageviews – the overall number of times a page on your website has been viewed
• Unique pageviews – If one single user has seen your webpage multiple times, these visits are combined into one pageview in order to calculate this metric.

Conversions

So individuals are visiting your website and reading your blog? Excellent! However, what else are they doing when they’ve stopped reading? Are they clicking your links as well as reading more? Are they signing up for your newsletter? Completing an e-commerce transaction?

For B2B brands, the ultimate conversion is leads or even direct sales. Few buyers will move from not knowing who you are to buying directly from a fantastic article. So, B2B brands should track all the way down the buyer journey from lighter conversions like subscriptions or click-throughs to deeper conversions like offer registrations.

Get in touch with the Digital School of Marketing

If you want to learn more about content marketing then you need to do our Digital Copywriting and Content Marketing Course. Find out more by following this link.