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Top 17+ Metrics to Evaluate Content Marketing Success

Once upon a time, measuring content marketing success was a challenge because it relied on assumptions and fuzzy conclusions website development company in bhatar.

The birth of the digital world – where many aspects of content marketing could be tracked and measured – was supposed to change that. It did, kinda. But it created a new problem. There’s now so much that can be measured, not everyone agrees on which numbers matter the most.

We asked the experts presenting at Content Marketing World 2020 to share their top three metrics. Interestingly, but not surprising, their responses varied (and some answers aren’t measurable by numbers).

Scroll through these suggestions and think about which ones fit your brand and content marketing goals. You may find some new ideas. You might feel reassured that you’re doing it right. Or you may see opportunities for improvement website development company in bhatar.

Get a reaction with website development company in bhatar

Depth of engagement/resonance with ideal prospects. Increasing sign-ups/subscriptions to get your content. Money!

Make a spike

A measurable, engaged audience. A consistent approach to content that uses style guides, standards, and governance tools. A spike in sales, revenue, or other measurable activities that relate to profit or monetary goals.

Take the leads

Focus on marketing-qualified leads (MQL), sales-qualified leads (SQL), and revenue! Likes, comments, and shares are great for creating greater brand awareness. But it comes down to this: Is your content marketing qualifying your marketing leads and your sales leads?

While it’s the sales team’s job to convert those leads, if you are not creating the right content and are attracting the wrong type of leads, you’re not qualifying those leads. Sales doesn’t really have a snowball’s chance in … that really hot place … of being successful.

Measure audiences’ reactions website development company in bhatar

  1. Does it directly address a question or concern that matters to your buyers?
  2. Are your salespeople using that content to inform buyers about your unique ability to solve their problems?
  3. Do your buyers take the next step in their journey after seeing your content?

Check awareness and sales

Content consumption and sentiment. If nobody knows about your brand it’s going to be hard to sell anything, so that does matter.

Sales over time. Marketing can only take you so far. For example, if you are marketing a crappy product, sales are not going to stay up long term. It is a collaboration. At the end of the day we have to sell something if we’re doing marketing as part of a business.

Start and end with the S word

Sales, sales, and sales. OK, yes, those are the same three things. But if you have to identify just a few metrics to determine effectiveness, you might as well get to the heart of things.

The job of any marketer is to fill the conversion funnel with warm leads. We do this through creating relevant, quality content that engages audiences and subsequently encourages them to learn more about a brand or service. If a content marketer can tie their campaigns to sales, they will become invaluable for the organization they work for.

Avoid the fluff

  1. Generating subscribers
  2. Attribution to business goals (e.g., leads, opportunities, revenue)
  3. Increasing customer loyalty, retention, and advocacy

Why? Because most other metrics can be considered fluff compared to results that connect to business outcomes. Please don’t tell me about “page views.” 🙂

Measure this one thing

What is the difference (in behavior) between those who engage in your content versus those who don’t? Answer that and you’ll have all the ROI you need.

Who, how, what

Measure who is consuming the content, how often, and what do they do after consuming it. If you’re attracting your intended audience, they are coming back, and they’re doing the things that could lead to positive outcomes – your content is doing its job.

 

Count the referrals

How often do people use your content as a reference? I don’t mean your content contributors or partners linking to your content as part of your outreach plan. [I mean] readers sharing your content in online forums because they genuinely find it useful or media quoting from it because they consider your brand to be a thought leader in your field of expertise.

Talk traffic

  1. Organic traffic. This should be the largest driver of traffic to your site. If organic traffic is not more than at least half your traffic, you need to work on your content and your SEO. You’re not answering questions that your audience is asking and, if you are, you’re not doing it in a way that the search engines are finding you.
  2. Campaign traffic. If you’re not using campaigns in Google Analytics to monitor traffic, you’re missing out on insights relating to your channels and understanding how your audience is consuming your content on those channels.
  3. Earned media. Who is picking up your content or writing about you and what are they saying about you? Are industry influencers or publications pushing traffic to your content? If you’re not monitoring earned media, you don’t know how much effort you need to put behind it to optimize results.

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