Almost every modern business in the 21st century has understood the importance of creating good content to lure customers.
But how do you know if your content is generating the desired results? What type of content performs the best out of all the different kinds you produce?
You can quickly get answers to these questions when you use content marketing metrics to monitor your progress.
However, the digital arena is flooded with numerous types of performance metrics which might confuse novice players. To ease up your life, I list the top content marketing metrics you can monitor to check your progress.
Top Content Marketing Metrics to Monitor
1. Keyword Rankings
A blog or an article has to rank, and it needs to rank well before you can expect to see traffic to that piece. Before you can convince readers to purchase your product or service, you must first make it possible for them to discover the material you provide.
Ideally, content is created with a focus on specific keywords to improve SEO as it helps to rank on search engines.
Therefore, keyword rankings might serve as an objective evaluation to determine whether or not you are heading in the correct direction. Several rank tracking software is available on the market to monitor your keyword ranks.
2. Conversion Metrics
To measure the success of a campaign, you need to monitor conversion metrics. For example, if you are starting a live-streaming campaign, you must know how many people will attend it.
Conversion metrics will help you determine how many people clicked on your advertising and ultimately became paying customers, signed up for a free trial, or completed other desired actions. Some common conversion metrics are:
- Conversion rate
- Number of conversions
- CTR or click-through-rate
You should also prioritize implementing an inbound marketing plan since it is a good investment that may help your company acquire clients, create trust, and nurture loyalty in the long run. Focusing on an inbound technique when you design your promotions is a good option that will benefit both your consumers and your organization.
3. Sentiment Analysis
Although sentiment analysis is often reserved for social media, large organizations may use this AI technology to monitor how people respond to their content marketing initiatives. You may gauge your online standing by monitoring mentions of your organization on social media, which is what sentiment analysis does.
4. ROAS (Return On Ad Spend)
Every business proposal has a dedicated amount for ad spending. Return On Ad Spend, often known as ROAS, refers to the additional income your company generates for each dollar it invests in advertising. In a nutshell, it determines whether or not the money you spend on advertisements is worth it.
5. Share of Search
The share of search is a relatively new indicator. Still, it provides a far more accurate representation of brand awareness, at least for those who work in content marketing and SEO.
The volume of search queries for a brand expressed as a percentage of the total number of search inquiries for all brands that make up a category is referred to as the brand’s “share of search.”
This measure might be difficult to influence with content marketing, but it is often a fantastic sign of how well-known your business is.
You might also consider content localization, which transforms material developed for your core market into your new target market. Localization of content may either make or break a company’s growth in a new locale and is essential to how international shoppers see your business.
6. Unique Page View
The sum of a page’s unique page views is the number of individuals who are not repeated visitors to that page or interact with your social media posts. Even if the visitor clicks on different pieces of information numerous times within a single visit to the website, only the first view counts.
Analyze the number of unique page views and the total number of page views to learn more about the kinds of people who visit certain pieces of material. You can use surveys to get a brief idea about customer interest and create content accordingly for higher unique page views.
Backlinks are one of the most essential metrics for writing; for many authors, getting more backlinks is the equivalent of getting a carrot after being threatened with a rod.
They are also a useful indicator of who appreciates or loves your material to the extent that they are prepared to promote it to others as a resource for people to use.
As SEOs frequently say, every link is like a vote. When you gain unsolicited backlinks from reputable websites, your viewers become more interested, and your reputation grows in the eyes of both your readers and Google’s ranking algorithm.
8. Website Traffic to Website Lead Ratio
Many businesses believe their website is one of their primary and most effective marketing channels.
Even devoting many resources to keeping the website up-to-date and maintained is not a guarantee of success. Your website has to generate leads, a significant number of which should convert into actual customers to be considered valuable to your company.
Being such a crucial component, your website needs to be well-maintained, from the design to the content. If you lack the skills or the time to create a website that meets your goals and is aesthetically pleasing, a website builder is your best choice.
In this example of key performance indicators for marketing, the quality of the traffic to your website is measured by its conversion rate (e.g., leads, qualified leads, quotes, and sales).
Examining the moments at which the attention of your site’s visitors wanes might provide you with important information about the areas of your content strategy or message that need improvement. Additionally, NPS software can help to automate the customer experience (CX) and increase engagement.
Furthermore, if you’re having trouble with your content marketing strategy, you might consider hiring a small business coach to assist you in planning and executing a successful marketing campaign.
9. Email Marketing Performance
Most marketing departments in businesses today have an email strategy, but many just take a cursory look at how effective their emails are. Email marketing is not a medium that can be scheduled using marketing automation and needs to be remembered.
Businesses should study every sent marketing email in terms of open rates, CTR (click-through rates), and the rate at which it is forwarded or shared. If you monitor this over a while, you will be able to classify which forms of material work well and which types of content can undermine your efforts.
10. Landing Page Conversion Rates
Your company is likely using landing pages if you are engaged in email marketing or social media campaigning. Your landing page can have a video to attract new customers or have an infographic to grasp their attention.
While having a high click-through rate is significant, visitors’ actions after clicking are even more vital. This marketing KPI determines the percentage of visitors to a landing page who go on to execute the targeted activity.
CRM, or customer relationship management systems, are an excellent way to assist oneself with content management. A free CRM software that collects input from others around you may enhance your content production over manual methods and assist you in developing a solid content strategy.
It is crucial to keep track of your finances after your marketing methods begin to bring in money. Use invoice generators to quickly and easily produce invoices while keeping track of all your spending in one place. Or design detailed, simple-to-understand invoices before mailing.
Creating clear reports is made much simpler by effectively selecting metrics congruent with your marketing plan and monitoring those indicators.
You should be ready to monitor whatever you need, from pay-per-click advertising to email marketing and search engine optimization.
All in all, these content marketing metrics will help you measure the success of your content marketing efforts. Each metric will tell you something different about how your audience engages with your brand and content, so it’s important to know what each means and how it can help you improve your overall strategy.