Table of Contents:
7 Content Marketing Metrics To Track
- Website traffic
- Lead generation
- (RoI) – Measure the return on investment (RoI)
- Engagement and bounce rate
- Backlinks or natural inbound links
- Maintain authority
Content marketing can become a great source to facilitate relationships and loyalty to your brand. It provides you with the opportunity to sell your brand to your target audience from all across the world while also providing valuable insights. With the skill of writing, one must also possess the quality of being able to evaluate that piece of content. With the help of analytics tools, you can address and resolve the issues in your content. It is of utmost importance for content writers to find the loopholes in their work so that they can fix the mistakes in their entire content marketing strategy.
To be able to measure the quality of your work, you must be sure of what you are writing. Never create content without understanding the needs of your target audience. The main objective of your writing should be, brand awareness, lead generation, engagement, conversion, and loyalty.
According to the Content Marketing Institute’s 2020 research, 80% of individuals use metrics to measure performance, but that number drops to 65% when asked if they have KPIs to measure performance, and even further to 43% when asked if they measure content marketing RoI.
The 3 part process of measuring metrics:
- Understanding what to track
- Analyzing the data gathered
- Turning that data useful by making changes in your marketing strategy
In this article, we will discuss how you can track the metrics.
1. Website traffic
You can say that web traffic is the bedrock of any content marketing strategy because if there is no traffic, there would be no conversions, hence, no income. To track regular traffic, you need to understand where the users are reaching your brand from. It may be organic (from social media sites or search engines) or it may have been your email newsletters or other sources. To measure the success in this field, try and compare weekly, monthly or even yearly data gathered.
Some online tools show you the exact pages where the visitors are landing. This will help you see what sources are working most to drive traffic to your website and you can concentrate on them more than the others.
Some tools to help you with content marketing services are – Google Analytics, Spring Metrics, Woopra.
2. Lead generation
Content marketing is most important for lead generation. Good content always attracts a large audience and they are the ones that generate leads. There are several ways which will help you keep a tab on the leads,
- Insert a lead magnet as soon as the page opens
- Check the number of people clicking on these lead magnets, this will show their interest in your product or service
- The visitors will check out more sources of your website
- They may contact you via a chatbot to gain more insight into your brand
If you see any of the above happening, you will understand that you are generating good leads who have the capability of converting into customers as they have shown interest in your brand.
3. Measure the return on investment (RoI)
A content marketing RoI is the amount you have invested in your content marketing strategy and the revenue you have gained for it. It helps you understand if your efforts are in the right direction and worth it. If the RoI is good, means your strategy is working but if it is bad, it means you need to learn from that mistake and come up with a better strategy.
Here are the steps to measure your RoI –
- Calculate the amount of money you invested in generating the content
- Calculate the money that you spent on posting your content on various platforms
- Calculate the amount spent if and on advertisements
- Check the revenue you got in return
- Use this formula
4. Engagement and bounce rate
Content marketing cannot be counted as successful with just one-time visitors, it will be successful if you can keep them coming. You need to keep a check on what is getting you more engagement and what is causing the bounce rate (when visitors leave the page as soon as they enter).
While analyzing the data, if you see that the people are coming to your page, reading till the end, and clicking on other pages of your website, you may consider that content as successful.
After generating leads and looking at engagements comes another important step, determining the rate of conversion. If you have good leads and are keeping them engaged with appropriate content at the right times, it is highly possible that those leads convert into customers and hopefully regular visitors/buyers. Several online tools will help you keep a track of the exact number of people coming and going. You can also track the page that is giving you the most revenues and work on that. Tools like google analytics show the source of your conversions which will help you make informed decisions in strategy making.
To keep your customers coming, you need to make sure that your content remains up-to-date and fresh. For that, you need to keep making adjustments
to your previous work and strategies.
6. Backlinks or natural inbound links
Backlinks determine your page’s google ranking which makes them a key factor in SEO and content marketing metrics. Make sure to attach links without spamming your content while maintaining the quality of the domain. Online tools will help you see the number of backlinks your content holds and also generate other valuable insights. It will also help you assess if the backlinks that you have added are healthy or toxic. It will also help you find mentions of your brand without backlinks and alert the authors.
7. Maintain authority
Authority is the overall quality and strength of your website. It is not as easy as measuring other metrics, but maintaining authority over time is extremely crucial. A page with higher authority will gain more leads, engagements and eventually better the SEO while also building trust in the brand and gaining loyal visitors. It will increase the chances of your website ranking higher and organically on search engine result pages. Good authority is the main component of making your content successful.
You must remember that although there are 7 key metrics mentioned above, you may not track each and every one of them. Yes, some are crucial but concentrate on them one at a time and gradually improve the quality of your content marketing services. Dig deeper into the metrics and check the impacts it is making on every aspect of your strategy. Tailor your strategy accordingly and reach higher rankings in no time!