Metrics to determine the success of a content marketing are often tied to the original goals of the campaign.
For example, for each of these goals, a content marketer may measure different engagement and conversion metrics:
Businesses focused on expanding their reach to more customers will want to pay attention to the increase in volume of visitors, as well as the quality of those interactions.
Traditional measures of volume include number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators for engagement.Businesses want to measure the impact that their messages have on consumers. Brand health refers to the positive or negative feedback that a company gets. It also measures how important a brand is for consumers. With this companies want to find out if brand reputation influences their customers to make a purchase.
For businesses hoping to reach not only more – but also new – types of customers online, they should pay attention to the demographics of new visitors, as evidenced by cookies that can be installed, different sources of traffic, different online behaviors, and/or different buying habits of online visitors.
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers’ buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
Conversion through the sales process (the process from sign-up to check-out), including click-through-rates at each stage of the conversion funnel.
