Content Marketing Metrics: 10 Easy Ways to Measure Effectivenessx

Content​ ​Marketing​ ​Metrics:​ ​10​ ​Easy​ ​Ways​ ​to​ ​Measure​ ​Effectiveness

Day by day Content marketing is growing into a fully-fledged marketing function but as with many newer communications channels finding the best measure of success remains a challenge.

For content marketers, metrics provide deep insights into how the content is performing. They tell us how many people are consuming our content, what they are doing with it, and whether or not they like it. Metrics alert us to which ideas we should reproduce and which ideas we should​ ​look​ ​to​ ​develop.

Measuring​ ​Marketing​ ​effectiveness: The​ ​effectiveness​ ​of​ ​your​ ​content​ ​marketing​ ​campaign​ ​depends​ ​on​ ​many​ ​of​ ​factors-​ ​your audience,​ ​your​ ​tone,​ ​your​ ​level​ ​of​ ​detail,​ ​your​ ​competition​ ​and​ ​your​ ​promotion​ ​methods​ ​&​ ​the list​ ​goes​ ​on.

Use​ ​these​ ​metrics​ ​to​ ​measure​ ​the​ ​success​ ​of​ ​your​ ​campaign: 1. Organic​ ​Search​ ​traffic: Firstly,​ ​we​ ​have​ ​the​ ​organic​ ​search​ ​traffic.​ ​Content​ ​plays​ ​a​ ​ ​major​ ​role​ ​in​ ​how​ ​your​ ​site ranks​ ​in​ ​the​ ​search​ ​engines,​ ​producing​ ​the​ ​more​ ​valuable​ ​content​ ​will​ ​help​ ​you​ ​to​ ​boost the​ ​domain​ ​authority,​ ​which​ ​is​ ​measurable​ ​of​ ​how​ ​likely​ ​your​ ​site​ ​is​ ​to​ ​rank​ ​highly​ ​in search​ ​engines​ ​and​ ​producing​ ​the​ ​targeted​ ​content​ ​helps​ ​you​ ​to​ ​rank​ ​for​ ​the​ ​specific

keyword.

The​ ​amalgamation​ ​of​ ​these​ ​effects​ ​will​ ​lead​ ​you​ ​to​ ​the​ ​higher​ ​organic​ ​search​ ​traffic, which​ ​is​ ​measure​ ​of​ ​number​ ​of​ ​people​ ​who​ ​found​ ​your​ ​site​ ​through​ ​the​ ​search.​ ​If​ ​your content​ ​is​ ​successful​ ​in​ ​boosting​ ​your​ ​search​ ​rank,​ ​this​ ​number​ ​should​ ​rise​ ​over​ ​time.

2. Referral​ ​Traffic: Second,​ ​a​ ​segment​ ​of​ ​traffic​ ​to​ ​focus​ ​on​ ​is​ ​the​ ​referral​ ​traffic,​ ​which​ ​is​ ​mainly​ ​used​ ​for your​ ​off-site​ ​content​ ​effort.​ ​In​ ​your​ ​guest​ ​posting​ ​or​ ​blogging,​ ​you​ ​will​ ​be​ ​publishing content​ ​on​ ​various​ ​outside​ ​sources.​ ​In​ ​the​ ​body​ ​of​ ​your​ ​post​ ​or​ ​in​ ​the​ ​author​ ​intro,​ ​you will​ ​have​ ​links​ ​pointing​ ​to​ ​your​ ​site.

Referral​ ​traffic​ ​is​ ​a​ ​measure​ ​of​ ​number​ ​of​ ​people​ ​who​ ​clicked​ ​on​ ​these​ ​links,​ ​and breakdown​ ​here​ ​can​ ​tell​ ​you​ ​exactly​ ​which​ ​traffic​ ​came​ ​from​ ​which​ ​source.​ ​One​ ​can​ ​use partially​ ​evaluate​ ​the​ ​strength​ ​of​ ​your​ ​off-site​ ​content​ ​efforts.

3. Social​ ​Traffic: Third,​ ​segment​ ​to​ ​look​ ​is​ ​at​ ​the​ ​social​ ​media​ ​traffic.​ ​Social​ ​media​ ​can​ ​lend​ ​a​ ​great​ ​deal​ ​to brand.​ ​Social​ ​media​ ​traffic​ ​can​ ​be​ ​use​ ​this​ ​way​ ​to​ ​measure​ ​two​ ​portions​ ​of​ ​your​ ​content marketing​ ​campaign;​ ​first,​ ​you​ ​can​ ​directly​ ​evaluate​ ​how​ ​effective​ ​you​ ​are​ ​in​ ​platform content.​ ​Second,​ ​you​ ​can​ ​determine​ ​how​ ​effective​ ​your​ ​syndicated​ ​content​ ​is​ ​at attracting​ ​traffic​ ​to​ ​your​ ​site.​ ​If​ ​it’s​ ​poor,​ ​that​ ​means​ ​you​ ​need​ ​to​ ​pick​ ​better​ ​topics​ ​or write​ ​more​ ​attention-grabbing​ ​headlines.

4. Content​ ​Traffic: It​ ​feels​ ​frustrating​ ​when​ ​you​ ​generate​ ​high​ ​-​ ​quality​ ​content,​ ​but​ ​there’s​ ​no​ ​one funnelling​ ​into.​ ​Measure​ ​the​ ​number​ ​of​ ​unique​ ​visitor​ ​to​ ​your​ ​site​ ​and​ ​keep​ ​an​ ​eye​ ​on this​ ​metric​ ​over​ ​time.​ ​This​ ​way​ ​you​ ​can​ ​determine​ ​whether​ ​or​ ​not​ ​your​ ​content​ ​strategy is​ ​working,​ ​as​ ​well​ ​as​ ​how​ ​individual​ ​pieces​ ​of​ ​content​ ​are​ ​performing​ ​as​ ​the​ ​part​ ​of​ ​that strategy​ ​to​ ​bring​ ​you​ ​a​ ​new​ ​eyeball.​ ​For​ ​individual​ ​post,​ ​pay​ ​attention​ ​to​ ​engagement time​ ​as​ ​well​ ​as​ ​bounce​ ​rates.

5. New​ ​and​ ​returning​ ​visitors: For​ ​any​ ​traffic​ ​based​ ​report​ ​in​ ​Google​ ​Analytics,​ ​you​ ​can​ ​filter​ ​or​ ​segment​ ​visitors​ ​based on​ ​whether​ ​they’re​ ​new​ ​or​ ​returning.​ ​Both​ ​are​ ​important​ ​to​ ​understand​ ​what​ ​role​ ​your content​ ​plays​ ​in​ ​attracting​ ​and​ ​retaining​ ​the​ ​interested​ ​visitors​ ​on​ ​your​ ​site.​ ​A​ ​new visitor​ ​is​ ​a​ ​good​ ​measure​ ​for​ ​things​ ​like​ ​social​ ​traffic​ ​and​ ​referral​ ​traffic,​ ​where​ ​you’re trying​ ​to​ ​gain​ ​exposure​ ​in​ ​new​ ​circles.

Returning​ ​visitors​ ​are​ ​also​ ​useful.​ ​You​ ​should​ ​see​ ​increases​ ​in​ ​returning​ ​visitors​ ​in​ ​all areas,​ ​but​ ​they​ ​are​ ​especially​ ​important​ ​when​ ​it​ ​comes​ ​to​ ​direct​ ​traffic.

6. User​ ​demographics: With the user demographic, you get the glimpse of your users’ ages, genders, and other information. This information can help you to understand how effective you are at targeting​ ​your​ ​preferred​ ​audience.

7. Domain​ ​authority​ ​and​ ​Page​ ​authority: Domain authority is a measure of quantity and quality of inbound links your site has, and it also correlates closely with the search engine rankings. Check your domain authority to see if your content is doing its job of earning you inbound links to boost your​ ​Domain​ ​authority​ ​score.

Page authority functions mostly the same way the domain authority works. Individual pages can have a higher or lower authority than your domain based on their inbound links​ ​and​ ​your​ ​internal​ ​navigation​ ​structure.

8. Social​ ​follower: Social media followers are what some marketers call “vanity metrics”. The number is attractive, but it doesn’t correspond to value. Keep this in mind when measuring your social followers, however, seeing the steady increase in your current number of followers​ ​is​ ​sure​ ​sign​ ​that​ ​you’re​ ​moving​ ​on​ ​the​ ​right​ ​track.

9. Social​ ​reach: Next, you can have a look at your overall reach on social media to see which platforms give you the greatest visibility for your content. The key here is to compare each platform against each other and determine what the best use of your social media and budget​ ​is.

10. Subscriber​ ​Rate: Pay attention to your subscriber rate, too. If you notice an increase in subscribers over time, it means your content is doing a good job by retaining the readers you have and attracting new people to become the regular readers. If you see it drop off, however, you​ ​can​ ​tell​ ​something​ ​is​ ​wrong.

The most successful content marketing strategies are those that see beyond the transactional element to the relationship between the brand and customer and recognize​ ​that​ ​through​ ​the​ ​content​ ​marketing,​ ​you​ ​can​ ​inform,​ ​engage​ ​and​ ​entertain.

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