4 Content Marketing Metrics That Matter

Content marketing allows you to engage with leads from the very beginning of the buyer journey. Instead of just focusing on leads when they are deciding to make a purchase, you can draw them in from the moment they become aware of their needs.

However, knowing how to measure your content marketing efforts is challenging. Engagement is hard to measure and even harder to assign a dollar value to.

Fortunately, knowing the right content marketing metrics means that you can measure how effective your outreach is. Here are some measures to consider. Plus you should know how content marketing works for business.

What Job Does Your Content Have?

Every piece of content you create should have a job. That is, it should encourage the reader or viewer to do something specific. You might ask them to join your email list, share on social media, or take some other action.

This makes it easy to measure how effective the content is. How many people view the content, compared to how many take the requested action?

If the content is doing a great job, create more similar to it so you can double down on the success.

Creating high-quality content with a specific purpose isn’t easy, especially if you’re busy running your core business. You may want to work with a firm like Bear Fox Marketing to get a robust content marketing strategy.

Measure Time on Page

Another useful metric to note is how long people spend looking at the content you create. Page views alone don’t give you the whole story about engagement. However, if the time-on-page is high, you can assume your content is interesting, and folks are consuming it.

You can also measure how many people come back to the page, compared to new visitors. These metrics are readily available in Google Analytics.

Are People Sharing the Content?

When people enjoy reading something, they want to share it with others. That means they’ll share it on social media — or re-share it if you’ve posted it on social media yourself.

Pay attention to how many shares you’re getting and what platforms people are using. For instance, if it’s most popular on Twitter, that tells you something about your audience versus if it’s being shared regularly on Facebook.

Are You Getting Comments on Social Media?

If you have shared a piece of content on social media, either on your page or through an ad, see what kind of interaction you get. Likes don’t take much effort, but if people are commenting, that’s a good sign.

Different types of content marketing may get different engagement, so notice whether specific items are more popular than others. For instance, people may comment more on videos than text or may share an infographic widely.

Know Your Content Marketing Metrics

The content marketing metrics we mentioned in this article are just the tip of the iceberg. There are many other ways to measure the effectiveness of your content marketing plan, as well.

The key is to make sure you get help with content marketing services if you need to and measure your efforts carefully. You can find out what resonates best with your audience and create more of that content in the future.

If you found this article helpful, we’d love for you to check out more of our blog posts today. We have a variety of business tips and advice you’ll love!