12 content marketing metrics you need to pay attention to
Keeping an eye on your content marketing metrics can help you see how your content is performing. However, some content marketing metrics are more important than others, so you need to choose which ones to prioritise.
To save you time, we’ve created a list of the top 12 metrics content marketers should focus on. So, what are you waiting for? Check it out!
Why do you need to pay attention to content marketing metrics at all?
Content marketing metrics can determine the success of your content strategy, especially when combined with a realistic goal.
We believe you should never create a piece of content without having an objective in mind. This can be as precise goal, e.g. raising social shares by 10%, or something more general, such as:
- Increasing brand awareness
- Lead generation
- Customer retention
Your goal will determine which content marketing metrics are important, and ensure you stay on-topic when it comes to writing.
Content marketing metrics can also help establish ROI for content. This is useful, as only 8% of marketers think they’re effective at tracking this.
By using content marketing metrics to measure the effectiveness of your output, you can inform your content marketing strategy and identify areas for improvement. For example, if you find that a certain type of content has a high conversion/engagement rate, keep producing that content!
Focus on these 12 content marketing metrics:
These are basic content marketing metrics. They show you how many people have accessed your content. This is a great place to start if you’re not confident using analytics platforms, such as Google Analytics.
The number of unique visitors (or individuals) to a specific page on your website.
A count of the number of times a page is viewed. This includes users re-visiting the page after their initial interaction.
3. Unique pageviews:
This content marketing metric is a little trickier. Your analytics platform will combine the pageviews from the same user during the same session. This will give you an insight into how many sessions the page was viewed in.
4. Open rates (email only):
This refers to the number of times your email was opened. However, you must remember that one person can open the same email multiple times, so account for that in your assessment.
You can combine these consumption metrics with other insights to uncover trends in customer behaviour. These might relate to location, source/medium, mobile and more.
A high engagement rate is a sign of good content. Luckily, there are several engagement content marketing metrics to help you determine if your content is effective.
These will give you a much deeper understanding of how your audience interacts with your content, and help inform your content strategy later.
5. Average time on page:
The length of time spent on a page is a significant indicator of engagement. If visitors stay for less than a minute, they aren’t interested. If they stay for three or more minutes, they’re hooked!
This content marketing metric counts the total number of pages a user visits on your website. This shows you how they’re engaging with your entire content offering, and your brand as a whole.
7. New vs. returning:
Usually presented in a pie chart, this metric indicates how many new visitors your site has had, and compares this to the number of returning visitors. If people keep coming back for more, it might be time to hone in on them and nudge them down the sales funnel.
8. Social shares:
This metric includes channel-specific info, such as retweets and repins, as these demonstrate the ‘reach’ of your content. A high share rate suggests your audience finds your content helpful and interesting, so keep producing more of the same!
9. Comments on social media:
Not many people leave comments, it takes some effort when the ‘like’ button is just there. If you receive a lot of comments, you can be pretty sure your social media followers are engaged with what you’re saying.
A high conversion rate means that your audience is responding to your content in the way you want it to. If your conversion rate is low, you should probably look at a few CRO methods to give your content a boost.
10. Goal completions:
Set up your goal in Google Analytics and this handy content marketing metric will tell you if you reached it.
11. Goal conversion rate:
By dividing the total number of goal completions, by total number of sessions, you’ll arrive at the individual goal conversion rates. Don’t worry, your platform will do the maths for you!
A sale is the ultimate conversion. If you apply a filtered view, you’ll see the percentage of revenue for online transactions that different parts of your site are responsible for.
There you have it – 12 key content marketing metrics to help you determine the success of your content. Why not try out Google Analytics, see how your site is doing, then start making plans for improving it?