The key to a successful content marketing plan is creating and publishing effective, captivating content. But once that content is published, how can you tell exactly how well it’s performing? You can’t simply send content out into the ether and forget about it. You need to be tracking specific metrics, showing you exactly how your pieces are affecting your bottom line, and how they’re helping you reach your goals.
Content marketing metrics aren’t as tricky as they might sound, but they should be an integral part of your marketing plan. Your content performance isn’t subjective—there are concrete ways to measure its success. But first, you need to outline your goals.
Determining which content marketing metrics will be most helpful to you depends on your objectives, or Key Performance Indicators (KPIs). What’s the higher purpose for your content? What’s the goal of your company? These are important questions to ask and answer before you can start tracking content performance.
It’s also important to agree upon a definition of content marketing success, set performance priorities, and benchmarks before settling on which metrics to focus on. Without this basic structure, it’s easy to get sucked into tracking metrics that don’t actually help you
Once you have specific goals outlined, you can choose the most helpful content marketing metrics to track. KPIs should differ depending on the type of content. Is your content mostly blogs shared on your website, email newsletters, or social media posts? The success of each of these should be analyzed differently.
Here is a breakdown of the four main categories of content metrics, and how they apply to your content.
1. User Behavior
This is how visitors interact with your content. User behavior includes metrics such as:
These metrics are used to measure content performance of a website, specifically with regularly scheduled blog or article posts.
These are actions taken by people viewing your content. You want people spending time with your content, reading or viewing it, and then potentially taking action because of it. Some examples of engagement metrics are:
These metrics are helpful for tracking pay per click (PPC) campaigns, all social media channels, and video posts.
SEO performance is a little more in depth than tracking likes or page views, but it’s an incredibly important category of metrics to be familiar with. There’s no singular magic answer for improving your site’s SEO, but tracking metrics can help you gain insights into what you might need to improve (and what’s already working).
These are metrics specific to generating sales or leads. Some revenue related metrics are:
Revenue related metrics are great for measuring PPC campaigns, email campaigns, any social media advertising, or online shopping pages.