The Metrics Of Content Marketing
How exactly are marketers measuring content? This article will explain all this and much more in order to help you with your content creation.
Popularity is, of course, one of the main ways to measure content marketing. There has been a 38 percent increase since January 2013 of the popularity of the search term Content Marketing in Google search.
This means that content marketing is seeing a significant increase in popularity. Just in the last two years alone, it has gone from simply an industry specific buzzword to an undeniably indispensable part of strategies in marketing, both large and small.
How to Measure and Approach Your Content Marketing Strategy
Surprisingly, despite the acknowledgment of the importance of content, most marketers still do not have a defined strategy.
Do marketers think that content will become more important? 90 say yes and 10 say no. Do marketers think that they have a specific content marketing strategy? 38 say yes and 62 say no.
Listen to the Latest Episodes Right Now.
Goals are important in business objectives. Engagement should be at 52 percent, this is the highest. Traffic should be at 42 percent, awareness at 35 percent, sales at 33 percent.
SEO such as link building should be at 31 percent. Generating more leads should be at 30 percent. The general perception of the company and its brand should be at 22 percent. Lastly, thought leadership in industry space should be at 18 percent.
Components to Measuring Success
With metrics, you should consider what marketers are measuring. The most popular is unique visitors, at 88 percent. Next are the page views per visitor at 76 percent.
Next are page views by the total views of the content at 71 percent. Time spent on the page is at 67 percent. Shares to social media sites is at 59 percent.
Bounce rate of visitors as it pertains to the content is at 53 percent. Ad clicks that are driven by content is at 33 percent. Comments that are made on the content is at 31 percent for measuring through metrics.
Despite all these many ways of measuring, marketers still tend to miss the key metrics. They focus on metrics that directly relate to how their audience is sharing and consuming their content.
Keep on Track
Though these metrics are a good way to gauge how much the content on your website interests your audience and how well it stays with them, it is not everything. Staying focused on sales metrics and lead generation can help keep marketers aligned with the overall goals of the business.
There are many different categories, but these are four types of content metrics: Consumption, Lead Generation, Sharing and Sales.
There are also a wide range of benefits with what metrics can teach you. Interest, alignment, resonance and effectiveness are just a few of the many things you can learn about your page with metrics.