10 key content marketing metrics you should be tracking today

By Jessie L. Morgan Monday, September 16, 2019
More and more marketers use content marketing as an integrated part in their campaign. However, not all of them are sure about what content is effective and what isn’t.

In fact, one of the main challenges of B2B business is to measure the effectiveness of their content marketing campaign. That’s where content marketing metrics come in.

To evaluate the overall campaign, you will have to use many different metrics. Here are some key metrics you should be focusing on:

10 key content marketing metrics you should be tracking today


1. Time on site

This is one of the most important metrics which can indicate audience engagement with your content. There are more than 50% of website visitors spend less than 15s on a section (according to Hubspot), but it generally takes longer to generate a lead.

Studying your audience time on site and compare it with other websites will help you to know if your content is effective or not and find the way to improve it if needed.

One practical experience for you is that if your time on site is increase but the number of lead is not increasing, you need to check your calls-to-action to figure out what’s preventing your audience from taking the next step.

Time on site

2. Unique and returning visitors

Unique visitors refers to the number of distinct individuals who visit a page from your website during a given period, regardless of how often they visit. This metric can help you see if your content marketing campaign is working or not.

If the number of unique visitors is good, this means that you have succeeded in pulling your audience attention, however, it doesn’t mean your content is really effective and good enough for them to come back again.

That’s the reason why not only should you care about the unique visitors metric, but you should also pay attention to the returning visitors.

The returning visitors metric tracks what happens when people return to your website more than once. It allow marketers to see how effective they are producing content, building and retaining an audience online.

3. Total lead attribution

The leads are the lifeblood of every business, and such a metric is likely the basic reason for your content marketing efforts.

You should look at the number of leads which are generated from form completions, such as trial signups offer opt-ins, and email subscribers.

Additionally, lead-close rate is an important metric you should pay attention to. This allow you to see which of your leads can be specifically attributed to your content marketing campaigns.

4. CTA - Click through rate

While it’s important to measure your overall lead-close rate, you can have difficulties in identifying specific ways to improve it without involving other data.

Fortunately, you can take advantages of the In my experience, you can use your click-through rate of your various calls to action to see how individual content pieces are performing throughout your funnel. Moreover, you can see whether or not they’re causing a bottleneck which can prevent your audience from advancing through the funnel.

This is also a good opportunity for you to look at the content placement to see if it’s relevant to the buyer’s journey. Ensure that your content is properly placed and that calls to action and other offers are relevant for the stage of the funnel.

Call to Action

5. Bounce rate

A “bounce” occurs when visitors visit one of your pages and then clicks “Back” without engaging further, so if your website’s bounce rate is high, it usually means that people aren’t attracted to what you offer (though, less commonly, it can also mean that they just left after finding the information they needed).

The bounce rate metric is typically tracked on a page-by-page basis, so watch your stats. If you see one page or various pages with a high bounce rate, you’ll need to improve your content to make sure it’s with high quality and relevant to keep your visitors stay.

6. Natural inbound links

The natural inbound links can help to bring about higher quality leads and improve your SEO more than links that is built manually. By tracking this metric, you can watch the traction your content gaining within your community. In case you see a sharp uptick in unsolicited inbound links, there’s a good chance of your content going viral!

7. Total social shares

This is the metric you should be looking at for each piece of content you publish in your campaign. If the number of social share is high, it means that your content is distributed to the right target audience.

Once your content is performing well on social networks, let use it to set benchmarks for your new piece of content. This will help you to imagine what to expect and what your audience is likely to engage more.

A good new for you is that you don’t have to track and compile data of social share manually, there are a lot of tool you can use. Try BuzzSumo, you’ll find it much easier to do such an effort.

Total social shares

8. Keyword rankings

Better SEO is one of the typical content marketing goals. If your content is good and can attract lots of people, the keyword ranking on search engine is higher and vice versa, if your SEO is good, your content can have more chance to appear in front of your audience. It’s a win-win relationship!

So basically, when you are following content marketing and SEO, you should be paying attention to the keywords you are ranking for and how high they are ranked. Tracking these metrics will help to see if your campaigns are gaining their intended effect.

9. External and internal referral

Don’t forget to take a look at external sites that are driving traffic to yours. Identifying these websites, especially the ones that are generating and sending conversions to yours - not just traffic, will give you great insights into the channels you should pay attention to to cultivate your off-site content marketing efforts.

Besides, tracking internal referral is also important. Check if your website is sending traffic and conversions to landing pages or not. Doing such an effort will help you to see which under-performing pages need improvement and what types of content can drive referral to landing pages.

10. Cost effectiveness

Tracking this metric is not easy, however, this is the task you can not ignore in the process of running your content marketing campaign. By calculating your return on investment (ROI), you can see if your campaign is effective or not in regard of financial.

For each piece of content, take into account production and distribution cost and know the value of each lead once they close so as to you can distribute the revenue earned or value through each piece of content they consumed before closing.


Conclusion

Measuring and learning is one of the most important steps in any content marketing strategy. As a result, determine what aspects you want to evaluate, identify the corresponding metrics and find the right tools to track. Maybe you don’t succeed at the first time or your campaign is proceeded in a long time and there will be many changes needed. You should always track relevant metrics to make sure your content efforts are on the way.


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