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.
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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