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:
- Consumption metrics
- Sharing metrics
- Lead generation metrics
- Sales metrics
CONTENT MARKETING CONSUMPTION 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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