Content marketing metrics are the best way to track if your content campaigns are achieving your brand’s Key Performance Indicators (KPIs). Besides, when you begin estimating performance early, it’s simpler to spot what content resonates or flounders with your users.
This post identifies 5 of Portent’s favorite content KPIs, sorts the content metrics by the objectives they’re best at measuring, and tells you how to start tracking your content marketing efforts.
1. Content Metrics: Conversion KPIs
If you’re writing content that’s intended to generate leads, you should follow the number of leads you're creating.
This analysis will answer some basic strategy questions:
What are your customers searching for?
Are your clients willing to give up their contact data to get your content?
What sort of content creates the top leads?
Transactions & Revenue
For businesses focused on driving online business income and exchanges through their site, we highly suggest Google Analytics web-based business tracking. Within those reports, add the optional element of “landing page” to see how many people purchased after touching a piece of content you created. This measurement permits you to discover what copy has the highest transaction or income level.
If you use revenue as a KPI, your findings will vary according to how much a customer spends. If you’re just curious about how many people eventually converted after touching your content, and you don’t care how much they wound up spending, use “transactions” instead of “revenue” as the guiding metric.
If you don’t have enough transactions or income to see how those figures interact with your content, you can set goals inside Google Analytics that allow you to track conversions without a dollar value. You can see what URLs accomplished which goals you’ve set. A non-monetary goal might be filling out a form, making a phone call, or joining an email list.
2. Content Metrics: Reputation KPIs
Did key industry influencers mention your content? Even if they didn’t link back to you, mention helping your reputation. You can measure mentions with a tool like Sparktoro, or by creating a Google Alert for mentions of your brand or a particular content campaign. It’s also beneficial to track whether those mentions are positive or negative.
If you build a content campaign around a targeted keyword, make sure you’re tracking your success. There are a lot of tools on the market for tracking your keyword rankings, such as Ahrefs and SEMrush.
Share of Voice
Another useful metric that STAT offers is Share of Voice (SoV). This KPI measures how visible a keyword set is on Google.
Sentiment analysis is a complicated topic that’s usually relegated to social media, but major brands can leverage this AI technology to track the way people are talking about their content campaigns, too. Sentiment analysis measures reputation from your social media mentions. If you just launched a new educational center, for example, this metric is a useful way to keep your ear to the ground for relevant Twitter chatter.
3. Content Metrics: Engagement KPIs
Are people commenting on your blog post with valuable insights, questions, or feedback? If you write a blog post that gets through to people, they’ll often show it in the comments. Tracking this engagement KPI will help you learn what topics resonate with users and spark conversations.
If you want an easy, fast way to tell whether or not people are reading your content, look at the scroll depth of the page.
Time on Page
Time on-page is a similar key performance indicator to scroll depth in that it shows you how long people typically spend reading your content. Instead of being measured in pixels, however, this KPI is measured in seconds.
Pages Per Session
You can swap out this KPI with bounce rate if you prefer — they both tell you if readers are leaving your site after viewing your content. But bounce rate only tells you the ratio of visitors who leave versus those who keep digging deeper; the average pages per session will tell you how many pages they visit.
4. Content Metrics: Conversion & Reputation KPIs
Returning customers are the intersection of reputation and conversion. They know your brand, they like it, and they want more.
It’s hard to measure the impact of content on returning customers, but you can use Google Analytics to set tracking codes from the “thank you” page or log-in screen.
From here, you can see what kinds of content this group interacts with. Here are a few questions to consider when evaluating return customers:
Do your returning customers visit your blog?
Do they read your long-form content?
5. Content Metrics: Reputation & Engagement KPIs
Likes & Shares
Social media is one of the best barometers for gauging the success of your content. The more likes and shares, the better the content is performing in terms of engagement, which affects your reputation.
Social media is sensitive to many factors. If you want to measure the impact of your content based on the content’s virtues alone, promote different content pieces with the same amount of money to lookalike audiences at the same time of day. If a piece does well, throw the rest of your promotional budget behind it. And then create more content like the winning article.
Backlinks are one of the most crucial KPIs for content — for many writers, they are the carrot on the other end of the stick. They are also a valuable barometer for assessing who respects or enjoys your content to the point they’re willing to recommend it to others.
As SEOs often say, every link is like a vote. When you receive unsolicited backlinks from authoritative sites, your readers are engaged, and your reputation is growing in the eyes of both readers and Google’s ranking algorithm.
So there you have it!
We’ve shared the 5 KPIs we look to monitor when evaluating the effectiveness of content.
As we have shown, evaluating the effectiveness of your content marketing efforts requires patience and careful planning. There is no one right way to track the success of your content — it’s all about identifying your goals, setting KPIs, and then iterating to find what works well for you.
So go on! Test and try a handful of metrics to find the right mix of what works for you.
We are a leading digital marketing agency providing marketing solutions to clients across the globe as per their requirements.