Content marketing is an important part of any successful marketing strategy.
Before marketers can determine which metrics to track ROI, they need to know why they are measuring results (the reason – the goal) and how each metric relates to the overall goal.
So if you’re primarily focused on SEO, lead generation, or innovative leadership, read on to find out which metrics you need to monitor to track the success of your content marketing.
The main objective of content marketing for many companies is to improve SEO.
If visitors find you online through paid advertising, organic search results, or referral traffic, you want them to link to you, return to your site, and ultimately decide to do business with you. By delivering consistent, high-quality content, your members can know what you have to offer before they are impressed by a presentation.
But only if you track your progress, can you determine how your content efforts are affecting SEO.
First, you need to do a technical review of the site and keyword research. This will reveal how to improve your website to improve your SEO results and give you an idea of what keywords you are already ranking for and what other keywords might be good opportunities.
Therefore, follow these criteria in everything:
- Keyword placement: it is essential to include relevant keywords in your content if your focus is on SEO. The higher your position in the content of a keyword, the more likely your target audience will find it when searching for the topic. Track your assessments over time to track the effectiveness of your efforts
- Organic search traffic: This measure refers to the number of visits to your site from unpaid organic searches. Seeing an increase in organic search traffic means creating content that will drive a SERP audience to your site. This measurement is easy to track with tools like Google Analytics and HubSpot.
External content, such as press releases or articles contributed by visitors, directs people through links to the content on your site. And if your site is full of useful content, you can engage your visitors and convert them into leads.
Follow these steps to ensure that your content efforts work together to drive your audience through your sales funnel:
- Conversions: Your conversion rate tells you how effective your content is in converting site visitors into leads. Generating many leads, but few of them actually becoming customers, may indicate that your content is not targeted at the right audience. You can then determine your conversion rate (percentage) by dividing the number of conversions by the total number of visitors and multiplying the number by 100.
- Inversions: This measure reports the number of people who click on your site from external content. If the number is high, it means that your audience thinks you are sharing valuable content and wants to become even more involved with you.
- Average lead score: generating many derivatives is great, but if the derivatives are not of high quality, you will not reach your derivative generation goals. Implement a system to record your instructions consistently. That way, you can determine the quality of your leads. Start by determining which criteria are Qualified Marketing Leadership, then define and assign the score values. From there you can calculate your average. Superior management software can facilitate this process.
- On-site analysis: With final frequency, bounce rate, and on-site time, you can track audience engagement with your site’s content. By adding the conversion rate, you can see which parts of the site’s content-led visitors to take specific actions – an important part of generating directions.
- Thought leaders are committed to sharing their experiences around the world to educate and engage their audience. The results of this effort can be difficult to measure, but that doesn’t mean you should just post content and hope for the best. The following metrics can help you measure the effectiveness of your innovative leadership content strategy:
- Website analysis: As noted earlier, the bounce rate, end time, and time on the website can indicate that the public is involved with the content on the website. If they think your content is worthwhile, they will stay on the site longer and finish reading it. Leaving your innovative leadership content behind in seconds will likely indicate that the content is not resonating.
- Sharing: If you are wondering if the content you create is of high quality, check to see if other people are sharing your content on social platforms or referring to it on their websites. High-quality publications refer to your content, which means that they found your insights valuable. You can use Sprout Social to track social reach and shares.
- Ability to speak: Being invited to speak at events is a sign that you are sharing unique ideas with the right audience. Track class requests and ask how the event organizers learned from you. Even if you only include this information in a spreadsheet, you can see how many classes you’ve presented and what content initiatives generate requests.
- Social involvement: when people take the time to get involved with certain content, it means that it has affected them. The social statistics you can track include actions, likes, and comments. Thanks to your monitoring, you can search on social channels for the best performing publications; which can help you understand how to customize your content for each social media channel to increase engagement.
- Press releases: Press references can be requests to contribute a quote to an article, co-host a webinar, or even be a guest on a podcast. Follow these prompts; is an indication that your audience values your insights and wants to share them with your audience.
- Awards: industry awards are not awarded to anyone; they must be earned through hard work. Being nominated for awards in your industry shows that you have proven your expertise in your niche. So keep a record of how many awards you have been nominated for and how many you have won.
Creating good content is only half the battle. You must have a targeted measurement strategy to assess the effectiveness of your efforts. Once you’ve identified your primary goal, follow the metrics above to see and fulfill your content marketing ambition.