Content has been king in SEO for quite some time now. However, some companies have trouble figuring out what metrics they should use to measure success for their respective content marketing campaigns.
Like search engine optimisation, it can be a bit of a challenge to measure “success.” But since content marketing can yield around thrice the number of leads than paid search advertising, you should at the very least give it a try. Let’s look at a few of the metrics you can use to measure your marketing efforts.
1. Website traffic
All in all, there are four kinds of traffic you should take note of, namely organic search, referral, social, and direct. For this, Google Analytics can easily yield the exact number for each. Google covers 94% of organic search traffic; naturally, it’s also where you’ll get most of your traffic.
2. Number of conversions
One way to look at conversions is not to simply limit them to visitors who made a purchase, but also those who downloaded something on your website, subscribed to your email list, as well as those who were added to your CRM database. In short, visitors who interacted with your brand.
Looking to increase interactions? Using videos has shown to increase conversions by 86%. Perhaps this is something worth trying out?
3. Amount spent per conversion
Going with the aforementioned definition of conversion, this will include the cost for each referral, cost for each lead, along with the cost per sale. This should be considered because it will be the deciding factor for your profit margins. In general, for every £92 used to get a customer, only £1 is used to get them to actually purchase.
4. Average time spent on the website
A great way to calculate this is to measure for yourself how long an average person takes to read the content piece, and whether your visitors are spending that much time, or longer, on your website on average. It is almost impossible to have these two figures line up though, as there are always people who read a few sentences and then move on. If your bounce rate is high and no one reads your content, it’s a sign that you might need to change topics and/or increase the quality of your writing.
5. Number of visitors who used mobile devices
Mobile takes up 48.2% of global traffic total. If your number of visitors on mobile are low, it might be time to optimize your mobile pages, especially considering Google indexes them first when it comes to ranking in the SERPs. In 2019, mobile really is the new black.
6. Social shares
If you’re able to create content which provides value, it would be indicated in the number of shares it has garnered. This can be difficult, as 75% of blog posts have shown to reach 10 and below social shares. Make it a goal to rethink your social strategy and try to harvest more likes and shares! By using tools such as Buzzsumo, you can get an overview of what types of content/topics are already trending on social media.
7. Subscription rate
Despite some people believing email is outdated, it’s still home to a massive pool of potential customers, with email accounts expected to number 5.6 billion worldwide by the end of 2019. Be careful not to spam emails though, as 78% of customers have been known to unsubscribe when a company sends too much.
8. Social platform clicks
According to Clutch; images, videos, and written content are the types of content seen on social media that gets the most engagements. If people on social media have reacted, shared, or commented on your content piece, that in and of itself is a success when it comes to increasing brand awareness.
9. Bounce rates
A bounce is defined as exiting the website from the first page they actually visited. In general, we would of course, aim to have it as low as possible, but high numbers don’t really mean all of your content is bad. Just analyze which ones need changing or updating by how high their individual bounce rates are.
10. Exit rates
An exit, as opposed to a bounce, is when the visitor visits several of your website’s pages before leaving the domain entirely. It is useful to know this as it gives a broader perspective of your visitors leaving your website.
11. Returning viewers
Google Analytics labels someone a returning viewer or visitor if they visited your website in the past two years. If you get a lot of returners, this means you have content worth coming back to, and if you have more returners than new ones, you might want to incentivize first timers to raise that figure a bit.
12. Number of pages visited
Another way to measure your content marketing success is to look at how many pages a visitor went to before ending the session. A great way to increase the number is by using interlinking, as it has shown to boost organic traffic by 40%.
13. Brand visibility
Although it’s difficult to get an exact figure regarding your visibility, one way to measure this metric is knowing how many times people searched for your brand. As time goes by, if the number of searches increases, this means your brand is getting talked about more, and people are curious about what services or products you actually provide.
14. Subscriber loss
In almost every email campaign, it’s basically inevitable that you’ll lose some subscribers along the way. As mentioned before, this might not be because of your content, but you might have suddenly increased your number of emails. Consider the rate at what you send before you try to change the way you have recently been creating content.
15. Overall ROI
In the end, the number one factor by which you should measure any marketing content, whether it be digital or face to face, is your return on investment. This is the result of all of your efforts combined, and it is actually a bit complicated to calculate (employee salaries, time spent on project, etc.).
However, another thing to look at it is the value the campaign brought to your company. So if you were unable to reach your targeted margin, take into account how many leads and subscribers you gained along the way, and then re-evaluate how well you think your efforts paid out.