What Content Marketing Metrics to Measure + Why

Where it all Started

Full disclosure.

I’ve been around long enough to remember what websites looked like when the internet was just a baby. I’m old enough to remember a time when I couldn’t be reached by phone because my phone line was also my connection to the internet. (“You’ve got mail!”) I miss the '90s.

Speaking of, in the 1990s, as more and more websites began to dot the virtual landscape, it soon became clear that this would be a competitive environment much like the “real” world.  How did companies and organizations attempt to differentiate themselves and be found? Well, they did some wacky stuff to attract the attention of search engines like Yahoo (long before Google arrived on the scene) - and yes. I still have a Yahoo! email address. Old habits, and all that.

Some webmasters resorted to adding keywords (including competitors' names) in white text on a white background (which could be crawled by a bot but not read by site visitors). Link farms were also very common. The premise was: hey, I’ll put your link on my site if you’ll add my link to your site. It was a great idea in theory but often did not provide quality links that provided website users with value.

No more trickery

Today, we have a much more level playing field. Google played a large part in that. Companies and organizations know that to be both visible and relevant, they must immerse themselves in the world of content marketing. Content marketing allows you to tell your story in a way that connects you naturally with people who want to hear that story. Social media, blogs, and video are a few outlets through which you might connect.

Let’s say that you’re firing on all cylinders and are feeling great about your content marketing efforts. Maybe you’ve seen some measurable changes in your metrics - a few new visitors or maybe even a conversion or two. But how do you know which metrics are the most telling? Here are a few that should bubble to the top of your awareness.

Site Visitors: who showed up and how long did they hang out?

This one might seem like a no-brainer but this is the easiest way to spot trends in your website traffic. Ideally, of course, you’d want to see visits increase over time (thanks to your stellar content marketing efforts!) What’s equally as valuable, however, is checking your stats to see how deep a dive your site visitors are taking - how many pages they visit and how much time they spend on the site. Additionally, you also want a relatively low bounce rate.

The bounce rate reflects the percentage of site visitors who left the site without navigating to any pages beyond the one on which they landed initially. When visitors stay on your site longer and visit multiple pages, you know that your content has some stickiness and generates interest and engagement. At the same time, you also learn a lot about which pages may not be working. Statistics vary, but what we do know is that you only have a handful of seconds to prove that your content is worth more than just a cursory glance. 

Social Media Interaction: how much love did you receive?

Many social media platforms provide metrics and reporting, and third-party tools like Buzzsumo make it even easier to track and compile data related to your social media presence and effectiveness. In many cases, sharing is the holy grail. A Facebook share or a retweet can extend your reach exponentially. A blog comment shows a high level of engagement from a current or prospective client.  Keeping an eye on your followers and tracking the growth is another key metric worth checking out. 

CTA Click-Through Rate: how many people took it to the next level?

Whether it’s a newsletter sign-up or an offer for a free thingamajig, getting that click means that your audience isn’t just passively reading your content. It means they are truly engaged. They want what you have to offer, or they want to hear more, and they are willing to provide some information in exchange. There’s much to be said for effective CTAs and landing pages. You can even get super scientific about it if you want.  If that high click-through rate is not happening for you, some overhauls may be in order ... large or small. 

By focusing on a few key metrics, you can learn a lot about how well your content marketing efforts are paying off. It’s all about ROI.  You need to know that your efforts are working. Otherwise, what’s the point? If you’re not seeing the results you want, it might be time to make some tweaks to your content marketing plan and methodologies.

When it comes to measuring the effectiveness of your marketing efforts, there is no smoke and mirrors. No guesswork. And no shortcuts like in those early days of the web! Today, it is possible to measure every aspect of how your audience engages with your content. Use that data to your advantage!

Good data = good growth.