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Measuring the effectiveness of your content is important to figure out if your marketing and business goals are being met. Over 25% of an organization’s marketing budget is spent on content marketing on average, measurement is worth a shot.
Content marketing primarily goalsReducing sales cycle.Building corporate reputationCustomer Engagement & Nurturing
84%B2B marketers listed brand awareness as the key content marketing goal for their business, with “lead generation” coming in as a close second.
90% Marketers expressed some level of uncertainty “that their key content metrics are effective in measuring business results.”
Content Marketing Metrics
Sales Enablement
(Internal)
Awareness & Reach
Engagement & Sharing
Lead Generation
Sales & Customer
Delight
Sales Enablement
(Internal)
1. Ask your sales team to rank your Sales kit and communication contents between 1-5, where 5 is the highest rank.
2. Analyze how many in sales team have actually have downloaded the contents created by you.
3. Measure content impact based on four categories: activity, feedback, performance and productivity.
4. No. of hours you have save for sales team in creating sales/marketing contents
Awareness & Reach
• Measure website traffic & user average spent time on page.
• Analyze no. of post, article, videos etc. shared by audience on your social media pages.
• How many new friends, followers, or connections you.
Engagement & Sharing
• Track no. of comments, retweets, ‘likes’, shares and linkbacks.
• Find out the content that is being streamed to relevant social networks such as LinkedIn, Twitter, Facebook and Google+.
• Website traffic, page performance and individual piece of content is driving and focus on the bounce rate.
• Integrate rating system on all your webpage, blog, social media to assess each piece of content, based on how well it has achieved your stated objectives.
• Assessing search-engine rankings for your overall site.
Lead Generation
• Measure with Google Analytics by creating goals.
• Integrate your landing page with Google Analytics and see CTR and actual conversion.
• Measure website traffic & user average spent time on page.
• Measure no. of download, if you have created goal to track.
• Integrate google analytics code for email campaign to track conversion or open rate.
• Subscriber growth%