Hello, readers today I am going to share, something different article regarding content marketing.
You must have a question that how can we measure the effectiveness of content?
Content marketing has come a long way and there are now some metrics which many bloggers have observed and am going to answer this question.
There are many ways or you can say channel to share content and get traffic such as blogs. Emails, social media, feed, forums, etc. All this channel is grouped in metrics named as Consumption metrics, Retention metrics, Sharing metrics, Engagement Metrics, Lead Metrics, Sales Metrics and Production – Cost Metrics.
How Content Marketing Can Lead To Success?
How To Use Successful Content Marketing Metric To Desire perfect Ranking In 10 Minutes:
Consumption metrics consist of Page views, unique visitors, Avg. Time on page, email opens, email clicks, and asset downloads or fills the forms.
Page Views of any site or blog tell you how many and which of your content pages your visitors are consuming. Which can help you to identify the content that’s performing well.
Unique visitor of blog or website seeking by visitors who click through several pages or repeat visitors, so unique visitor stats tell you the overall size of your audience & how much of your traffic is repeat visitors.
Average time on the page gives you insight into whether people are quickly skimming your content or sticking around to consume it more slowly.
Now same tools help you to check after user – customer opens the mail, which like within your mail were most popular, which could help you choose more clickable links and anchor text for the future.
For gated content, you can use your marketing automation tool to measure form completions; in other words, how many times someone fills out the form preceding the content complete and valid information.
Retention metrics consist of Return rate, Bounce rate, pages per visit, unsubscribes & Opt-outs m follower count, feed subscribers.
Returning rate shows you how many of your visitors are returning visitor vs new ones. It’s good to have a mix of returning and new visitors, but you’ll have a different relationship with these two groups.
The bounce rate is calculated based on two clicks; the entry, click and the exit click. If both those clicks occur from the same page on your site, that is counted as a “bounce” because the reader didn’t click on other links to explore your site.
While bounce rate measures the number of people who leave without clicking on any other pages on your site, pages per visit quantified people who do click around.
You can track retention of existing email list subscribers by keeping an eye on unsubscribes and opt-outs. Similarly, you will want to track new subscribers to see if you can grow your list at the same time.
For Social media, the primary means of retaining a visitor is receiving a “follow” from them, so they can continue to get updates and hopefully come back to your site. To track follower growth over time. There are many services that you can use such as twitter counter.
Similar to email, you can measure the number of feed subscribers to gauge retention. This can be done using a feed analytics tool like feed burner or Feedblitz.
Sharing metrics consist of Social media shares, social media likes email forwards.
What type of content motivates visitors to share? With a tool like shared count, you can get a unified statistics on the number of shares of a piece of content across all networks.
Similar to social media shares, you can measure like or favorites as ways of gauging shares since ‘liked’ content often shows up on the feeds of friends and followers.
Not all forwards can be quantified, because some user clicks to forward rather than using the “forward to friend” button embedded in the mail. Still, this can give you an approximation of whether an email got shared relative to another campaign.
Engagement metrics consist of Comments, session duration, Page depth.
The number of comments on a given piece of content can give you a feel for engagement. But, keep in mind that many conversations now happen on social media rather than in a blog comment field.
Session duration, also called dwell time, is the length of time a visitor spends on your site during a visit across multiple pages.
This shows you how many pages your visitors are visiting per sessions. Are they just reading one piece of content and then leaving? Or are they very interested and consuming several pieces of content.
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Lead metrics consist of new leads generated, existing leads touched, funnel conversion rate.
To find the number of leads generated, use your marketing automation tool and CRM to calculate how many new leads came into your database after touching a piece of content.
To find the number of leads touched, use your marketing automation tool and CRM to calculate how many existing leads in your database interacted with a piece of content.
Which pieces of content helped convert leads lower into the funnel the most?
Sales metrics consist of Pipeline generated, pipeline touched, revenue influenced.
Using a first touch attribution model, you can aggregate the total dollar value of all opportunities where the first touch of all lead associated with the opportunity was with a piece of your content.
You can aggregate the total dollar value of all opportunities where the lead associated with the opportunity has touched a particular piece of content.
Look at the dollar value of revenue closed where the contact associated with the deal consumed one or more pieces of your content prior to converting.
Production metrics consist of Time to publish, Content throughout, Content backlog, Production cost per post, Distribution cost per post.
How long does your team take to move from an idea to a published piece of content? Measuring this timeline will give insights into the content creation process and your team’s efficiency.
This refers to the volume of content your team members produce over a given time. It’s another metric to assess your team’s efficiency.
Content backlog will give you a sense of how quickly your readers are consuming your content. Compute the Avg. Number of days between post divided by the Avg. Days since last visit.
Calculate your costs per post based on staff time or individual freelancer invoices. This metric is helpful for future budget and planning purposes.
Content distribution is a growing expenses that can sometimes exceed the initial product cost of a post. Tally up costs like time or money spent in promoting on social media or using native advertising networks.
Kindly share your review to content marketing metric. It will help someone else too.