Measuring Content Marketing - Why and How? 

Why should you measure your content marketing performance when doing digital marketing? By analyzing different types of content, you can identify which content is working and which is not. 

Clear goals are a vital foundation for measurement, so think about your goals and what realistic metrics are for them. Below we present some commonly important measurement methods.

Visibility

Measuring visibility in Google search is the most common and familiar way for many marketers to measure. 

Visibility figures show how many people are viewing or reading your content. You can measure website traffic with free tools like Google Analytics. Choose the period you want to view and look at the following figures: number of visitors, page views, number of sites visited during the session, time spent on the site, new and returning users. 

Social media advertising tools can also tell you how broad the coverage of your content has been and how the circulation varies between different pieces of content.

You can also use Google Analytics or the social channels’ analytics to find out where your content is most read. This allows you to target advertising to places or regions where your content is not yet read. 

With Facebook’s Paid Advertising Report, you can see the locations where your ad was most effective.

Engagement

Google Analytics also provides you with bounce rate reports and the duration of each session. If people leave your website immediately, your content may not be relevant, or perhaps your website is unpleasant to view on a mobile device. 

However, you can improve your bounce rate by optimizing your content, updating your website’s look and feel, and improving your site’s speed.

It is also advisable to look at how much an individual is consuming your content, i.e., how engaged they are. How many different pages do visitors read before they leave? 

Genuinely engaging content will keep your readers engaged, bringing them back to your website again and again. By comparing the ratio of returning traffic to other traffic, you can estimate the attractiveness of the content.

Sharing

Any content company needs to ensure that content is easily accessible and shareable. It is recommended that you add social media sharing buttons everywhere on your website. 

Likes, shares, and clicks on links in your social channels are a good indicator of the attractiveness and effectiveness of your content. In addition, these also tell you which channels best reach your target audience and people interested in your content.

You can track likes and shares with your analytics on your social media channels. It is, therefore, worth using analytics to help you compare different channels.

Conversion

Conversion metrics tell you how much your content is generating sales or leads for your business. For example, how many sales or leads are generated from the website in the form of a quote or newsletter subscription. With analytics tools, we can find out from which channels these conversions came to your website.

Wrapping Up

The key to measuring content marketing is to understand what you want to achieve and with what measurement methods. Once you know your goals for content marketing, you can react and change them based on the results. 

Also, compare what you have done in the past and remember to use the data from measurement to improve your content marketing.

If you need help with your marketing, we’re happy to help you find the right metrics. Ask us more!

Contact us