Since content is such a tremendous part of making your business visible online, you are probably focused on creating and publishing content that is creative, memorable, and personable. However, even when you work hard to put your content marketing plan together, the ultimate success of this content marketing plan is best judged by the impact it has on your business’s bottom line.
While you should certainly work hard to create content that catches people’s eyes, you also need to figure out what content is working well, what content is performing poorly, and what you can do to get more out of all content moving forward. That is why it becomes crucial to learn how to measure content marketing performance using content marketing metrics, including content marketing KPIs.
So, when it comes to content metrics and content marketing analytics, what do you need to keep in mind? There are a few factors you should be considering as you begin to measure your content marketing performance.
How To Measure Content Success
If you are wondering how to measure content success, it is important to consider three separate main components. Each of these components will play a major role in helping you measure, evaluate, and optimize the individual performance of each piece of content that plays a role in your content marketing framework. These three components include:
- First, decide what you will be tracking in order to measure content performance.
- Next, manage the process of tracking, measuring, and managing the data and analytics efficiently and in real time using a content performance dashboard.
- Finally, turn the information gathered into actionable intelligence, distilling data that you can use to measure your content performance analysis both now and further down the road.
This three-part plan will help you focus on content marketing metrics that matter.
So, what are content metrics? At its simplest, these are the individual values that you will be tracking as they support your key goals. For example, can you use those metrics to act on your content marketing measurement framework? Or will you use this to improve the performance of your SEO campaign?
If you are wondering how to measure content quality, then you need to focus on a variety of metrics that should be playing a role in your content strategy analytics. These include:
- How often you are showing up in Google search results
- Where your web traffic is coming from, including organic traffic
- What proportion of your website traffic is turning into quality leads
- How much revenue you are generating from website traffic
If you are wondering, “what is content effectiveness?”, the answer is that all of this plays a role in answering that question, and this is also where Google Analytics for content marketing can be helpful. However, at Demandwell, users have access to our need-to-lead funnel, which will track everything from impressions to leads. With this tool, marketers gain access to a comprehensive dashboard that includes their SEO funnel, including appropriate KPIs showing up on content performance dashboards. Having all of this in one easily accessible place makes it easier for marketing professionals to make quick, informed decisions that can improve their content marketing performance in real time.
Content Marketing Analytics
There are numerous content marketing analytics that can each play a role in the individual performance of pieces of content. It is critical for users to figure out how they can collect this data, analyze it quickly, and use their new insights to make improvements in their content marketing campaigns. In this way, they can figure out the best path forward for the content marketing campaign as a whole.
For those who might be wondering how to measure content marketing ROI, there are several analytics that play a role. By paying attention to content marketing activities, it is possible for marketing professionals to understand what the audience likes, creating happier prospects, satisfied customers, and fulfilled management teams as a result.
For example, many people are still wondering how to use Google Analytics for marketing. The answer is that this use depends on how the campaign has been set up. How can Google Analytics be used to figure out what is going on in the sales funnel? Where are users dropping out? Is there anything that can be done to fill in these gaps? Are there any insights into trends in content marketing analytics regarding what types of content are most effective? Why are certain types of content working better than others? These are all questions that can be explored and answered using Google Analytics.
In the end, too, many people may still be wondering how they can handle this on their own. The good news is that nobody needs to go through this alone. There are advanced tools that can help content marketing teams go through the analytics their campaigns generate quickly. That way, they can figure out what actions they need to take in order to meet the needs of their consumers while also remaining one step ahead of the competition.
Even though these analytics and tools can also be helpful, though, this is simply not enough for some businesses. That is why it is important to partner with trained content marketing professionals who have experience using these specific tools to achieve high content marketing performance. With access to the right professionals and the right tools, it is possible for even novice marketing teams to get more out of each piece of content. There is no reason content has to be separated from business metrics, since ultimately, the two go hand-in-hand anyway. Either way, it is possible to combine user data with creative content marketing.