Content marketing has witnessed an incredible rise in popularity over the past two years. It has shifted from being an industry buzz term to a vital part of the marketing stratosphere, and without it your offline and online marketing potential is limited.
When measuring your content marketing strategies you need to take into account a number of metrics in order to measure the effectiveness of those strategies.
Your goals when creating leading content should be focused on:
- Engaging your target audience
- Raising brand awareness and company awareness
- Improving brand and company perception
- Increasing sales
- Enhancing thought leadership
- Generating positive, high quality leads
- SEO link building
- Enhancing traffic to your website
- Getting readers to subscribe
By focusing solely on just one or two of the above factors you are cutting out other important elements of content marketing.
Measuring Metrics: Factors to Consider
- Unique visitors to content
- Pages viewed by visitors
- Total number of views to content
- Time spent on specific pages
- Number of shares to social media sites
- Bounce rate of visitors to content
- Ad clicks driven by content
- Comments made on your content
Factors more important than page views:
- Bounce rate
- Exit rate
- Average time spent on page
- Sources of traffic
- Social reports
- Lead generation
Benefits of Measuring Metrics
Measuring metrics offers a number of benefits to businesses, including:
-The ability to establish whether or not your audience cares about the topics your content is covering
-The ability to understand whether or not your content is meaningful enough to be shared by readers
-The opportunity to ascertain whether your content enables you to achieve your business goals
-Realising whether or not your content is driving revenue and adding to the bottom line.
Content Marketing: Metrics that Matter
Content marketing should play a number of roles in your inbound marketing strategy. Your mission is to get people to talk, generate strong leads and accelerate close rates. It’s vital to focus on a combination of metrics, not just one or two, as overall, every metric matters.
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