Content Marketing Metrics: Part 2 – Sharing Metrics

The Key to Content Marketing Metrics

In a post last week, I talked about consumption metrics and focused on how it can provide an incredible comprehensive introduction to measuring content effectiveness.

Today I will be covering the second key to Content Marketing Metrics, Sharing Metrics.Field-Guide-4-Types-of-Content-Mktg-Metrics

Sharing Metrics answers the question: “Is the content working, and how often is it shared with others?”

Measuring sharing metrics is important for every organization. People share content because it is useful, entertaining, and/or informational. They only share content if its quality reflects well on them, so if your content is earning shares that’s an excellent indication you are producing content your audience wants.

You can only manage what you measure. Setting your content up for success means understanding what you want it to actually achieve before you implement.

Your sharing metrics may include:

  • Likes, shares, tweets, and pins. Sharing tools typically keep track of these, with Google Analytics offering additional insights.
  • Your e-mail provider and Google Analytics can help you track e-mail forwards.
  • Inbound links. Tools such as your blogging software Open Site Explorer, Raven Tools and Majestic SEO simplify how you measure these.

When it comes to tracking sharing metrics for sites, blogs, assets, and social posts, the metrics to keep track of are all pretty similar, but the key metric to track is Social Media Shares. Using a tool like SharedCount or Buzzsumo you can get a unified and consolidated statistic on the number of shares across all networks, regardless of whether the user shared directly via the social media channel, liked or retweeted someone else’s post using a share button on your content.

Stay tuned for part 3 as we take a deeper Look at Content Marketing Metrics, we will be talking about Lead Generation Metrics and how it can be very important for your organization.

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Content Marketing Metrics: Part 1 – Consumption Metrics

The Key to Content Marketing Metrics

The single most confusing question for anyone in content marketing is: How do I measure the effectiveness of my content marketing?

Content marketing has come a long way in the past few years. There are now definite content marketing metrics to answer this question, along with technologies that help quantify the return on your content marketing investment.

The following articles will provide a comprehensive overview of the analytics and metrics to help you determine the effectiveness of your content, and ultimately how it affects revenue.

Over the next week, we will be sharing our knowledge on the four types of metrics that content marketers should focus on.

To start off, I have adapted a 4-part framework proposed by Jay Baer in his eBook on this topic, and placed this into an inverted pyramid model as shown: Field-Guide-4-Types-of-Content-Mktg-Metrics

  • Consumption metrics
  • Sharing metrics
  • Lead generation metrics
  • Sales metrics


Typically, the easiest measurements to set up and understand, consumption metrics answer the question “How many people viewed, downloaded, or listened to this piece of content?” Not all content marketers are masters of measurement, so if you’re feeling overwhelmed, basic metrics are a recommended starting point. They will answer your most fundamental content questions and provide you with an overview of how your strategy is performing.

Key consumption metrics include:


  • Users: this provides the total number of unique visitors to a particular page on your website.
  • Pageviews: records the total number of times a particular page on your website, be it a product page, or a blog post, is viewed.
  • Unique Pageviews: this metric combines pageviews that are generated by the same user during the same session, so you can gain an insight into the number of sessions during which that page was viewed.


  • Open rates: Email headlines are content too! Don’t forget to A/B test them to increase the likelihood of a high open rate.
  • Clicks: How many clicks do your emails acquire and where do they go? This is especially useful if your email newsletter contains links to different blog posts, so you can ascertain which posts are most attractive to your subscribers.

Consumption metrics, as we’ve established, can provide an incredibly comprehensive introduction to measuring content effectiveness. It could be tempting to cap your measurement at content consumption, but if you drill just a little bit deeper you can gain a much more detailed understanding of how your audience is interacting with your content, and for how long they are paying attention to it.

Stay tuned for part 2 of A Deeper Look at Content Marketing Metrics, when we talk about Sharing Metrics and how it can be very important for your organization.

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