30ff7bd87bc3dc1e73604589cfd2c0a02c9736fb-00000315

Gone on the days where marketers have to cross their fingers when they implement a new strategy and wonder if it’s successful or not. With so many tools at our fingertips, marketers can now know which strategies are successful and allocate their budget accordingly.


Most marketers measure at least a few content marketing metrics, but, usually not as many as they should be. To make an educated decision on where to spend your budget, resources and time it’s important to gather the whole picture of how your content marketing strategies are performing.


The following 10 metrics will allow you to get the whole picture that I mentioned. If you’re new to content marketing measurement, this post is for you. If you have a content marketing measurement program in place, this post is still for you because there may be some metrics that you’re missing.


So, enjoy this post and hopefully it inspires you to create a spreadsheet with all of these metrics to bring to your team’s next KPI meeting.

Traffic by Source


Traffic from your earned blog posts is one of the most important metrics because it represents brand interest even if they don’t purchase right away.


The easiest way to measure traffic is in Google Analytics by going to source and then medium.


If you don’t have Google Analytics set up yet, you can use Bitly and set up unique links for your content and it will tell you how many click throughs your content got.


Knowing your traffic measurements will help you create content that goes viral.

Customer Acquisition Cost


Customer acquisition cost is the cost you put out to obtain a new client.


This metric is calculated by adding up what you spent on marketing to acquire new customers and dividing it by how many customers you acquired for any given tactic.


For a tangible example, say you paid $40,000 on LinkedIn ads and you got 1,000 new customers, your customer acquisition cost would be $40.

Social Shares


The solid act of people sharing your post means your audience like it enough to share it under their name. It’s an important metric because it shows how many people liked your post.


Social shares is easy to calculate. Post on blogs that have social media icons on the side and see how many shares each of your posts got.


Record these social shares in a spreadsheet so you can refer back later when you’re determining which blogs you want to post on again.

SEO Boost


For many marketers, there are a couple goals that we hope to achieve through our content marketing. Often times, SEO is one of those goals.


If you do keyword research and link to your brand using those keywords, Google will start to rank your site higher for those keywords.


Note which place you fall into in Google before starting your content marketing program and then note how much higher you rank after you start posting using these keywords. This works best when implementing a guest post program so that you get links from multiple sites.

Leads Generated


In Google Analytics, you can set “conversions” and see which strategies generate the most lead.


But, the easiest way to generate leads and track those leads is to create downloadable content like ebooks.

Email Engagement


Part of a content marketer’s job is to implement an engaging email marketing program.


Engagement with emails can include open rates and click through rates. Create a spreadsheet with the metrics from your different emails so that you can see which ones perform the best and you can create similar emails.


Any email tool that you use, even a tool as simple as MailChimp with tell you how many opens and clicks your emails get.

Downloads

Downloads of your content show whether or not it’s resonating with your audience. Ebooks, white papers and research reports should all be gated with a lead capture form so that you can create an email drip campaign to turn those leads into sales.


Use Google Analytics or a marketing automation platform to measure and record how many downloads of your content you get.

Behavior Flow


When your audience clicks through to your brand, which pages do they visit? How many minutes do they stay on each page?


This is important to note so that you can see if your audience explores other pages on your site which represents interest in your brand. You can track behavior flow in Google Analytics.

ROI


ROI is calculated by how much you spent on a strategy divided by the number of sales you got. It’s a crucial metric because it will let you know which strategies you should continue to fund.


Here is a handy tool that let’s you calculate ROI.

Subscribers


Growing your email list is one of the most important tasks a marketer has. Entice your target consumers with a valuable newsletter and have them subscribe to it. Make notes of the different strategies that you implemented that led to people subscribing to your newsletter so that you can repeat those strategies.


Subscribers grows your email address list and are valuable to earn more sales.


Are there any content marketing metrics that you track that are not listed here? I would love to hear all about it in the comments below!

Leave a Reply

Your email address will not be published. Required fields are marked *