Dec 31, 2017
Brands and marketers invest heavily in creating good content as it fuels all marketing initiatives. It is often said that eventually everything com...
Nov 02, 2015
by luv Arora
Why are you analysing your content?
Before going deep into measuring, you should ask yourself: what do you want to achieve from your efforts in content marketing?
Your answers will most likely lead you to 7 metric categories that are shared below:
Consumption/utilization metrics look at the number of readers who read and utilize your content, the channels they use, and the frequency of their utilization.
Retention metrics takes in the importance of holding on to your audience's attention beyond the initial point.
- Targetting and Following the right users on Twitter with Follower wonk by Moz
-Tracking audience on Facebook through its insights and tools like Hootsuite etc.
Sharing metrics help examine
SharedCount can help quantify retweets, “likes” and social media shares of your content.
Engagement metricsare one of the key points on understanding whether your content relates with the readers or not.
Is there any action after they read your content?
If yes, are the consistently taking action?
Lead metrics: Converting your leads successfully and keeping your existing leads intactbecomes a priority in your marketing plan. Tools like Eloqua, Marketo, Act-On and similar marketing automation platforms can assist in this area.
Production Metrics comes in where you have to internally assess your content operations.
Be it measuring how your team is performing against your editorial calendar with deadlines and goals. Keeping up on the time taken to turn a content idea into a published content piece and also on the number of content pieces being published in a week or month. Content team has to measure these things on their own over time. I suggest using a simple Google drive sheet to track this.
The most important metrics of them all as it helps in calculating return on investment for content marketing. What's the cost of delivering anything related to content be it blog post, infographics, white paper or a email campaign? The costing should not just involve the freelance budget, staff time but also design fees, stock images being used and cost involved for paid distribution channels.
You don't have to measure everything at once. Just start with measuring the metrics which help you take business decisions.
If you have something to add you can mention in the comments below or you can write to me on firstname.lastname@example.org