There are variety of ways to measure how your content marketing is performing. but before anything else, you need to put the first priority in place, which is setting up the content marketing goals.
Read more about 5 Business Goals To Drive A Successful Content Marketing Strategy.
Measuring up the effectiveness of a content marketing strategy is no easy task, but you should get the direction by reading this post.
You can analyse this metric by using Google Analytics. The best thing is you have complete measurement to track website activities.
Here are main metrics that you shouldn’t miss:
- Page views
- Time on site
- User explorer
- Traffic Sources
- Bounce Rate
Social Media Metrics
Social media has became increasingly important for marketing. Social media allows you to reach wider people, communicate and engage with them. It is tied with search engine as well. That’s why, you can’t leave this out of your marketing plan.
But using social media without knowing how they perform, is simply useless too. You absolutely need to know how your content works and how people engage with it.
You need to track down these metrics to evaluate your social media marketing:
- Followers growth rate
- New follower rate
- Following ratio
- Comments per post
- Likes per post
- Shares per post
- Clicks per post
Email Campaign Metrics
Email is one form of marketing you can’t ignore. It is an effective tool to directly get in touch with your audience.
The content in email needs to be more specific to your business. Don’t put too much content in the email and don’t get too general in term of topic. The subscribers to your email won’t read those articles in email. So, instead of putting them all in the email, just put 3-5 titles with short description and links.
Now, what should you track after sending out those emails?
- Delivery rate
- Bounce rate
- Email open rate
- Click-through rate
- Sharing rate
- List growth rate
- Conversion rate
- Unsubscribe rate
Qualitative Social Data
In general, what do people get to say about your business and brand? Is it all over the internet? Good or bad?
This is one metric that you need to track as well to know what is happening to your brand and what’s wrong with your marketing strategy. Listen to the community and analyse their discussion to come out with solutions to the problems.
Metrics to track are:
- Brand strength
- Brand sentiment (positive or negative)
Leads Generation & Conversion Data
By the end of the day, there is going to be voices shouting “Show Me The ROI!”
The final purpose of content marketing strategy is to increase brand awareness, generate leads and increase conversion. In order to succeed, your marketing department needs to combined all the above strategy, analyse them and improve the performance.
So, as a marketer, you need to really be able to generate leads and convert them to revenues or sales.
Collecting all of the above metrics and data and analyse them are not going to be easy. You need to relate each marketing channel and integrate them in an easy to read data and visual graphics.
And spreadsheets are not powerful enough to make your work easier.
It is recommended for your marketing department to use an integrated marketing software like HubSpot Marketing. It is an all-in-one marketing software that centralise your entire marketing funnel. It will simplify your job a lot and make it very easy to track the process.
How do you measure the effectiveness of your content marketing? Do you have other metrics that you’d like to add? Share your thoughts in the comment box below.
Wahidin Wong is a digital marketer. He is also a jazz and bossa lover.