To understand how well your content marketing strategy is performing from an objective perspective, you need to analyze these five metrics:
To put these metrics into perspective, look at Bizible and how it assesses its blog’s impact on the business. The company wanted to understand exactly what drove viewership of content, so it looked at blog posts’ performance, including page views, social shares, time spent on the page, leads, and revenue. It uses the framework from successful posts to guide editorial decisions and produce content that converts.
For example, Bizible’s strongest-performing post shared data from its LinkedIn Ads campaigns. It started a conversation with the company’s target readers and shared tips, wishes, and tactics based on its experience with paid social. The company experimented so readers didn’t have to, and sharing this data was a meaningful way to add value and incite click-throughs.
When done right, measuring content performance can accelerate your business objectives. Having the ability to definitively know what performs and recognize employees who drove real business revenue is also a great way to boost morale and foster a little positive competitive spirit.
Content marketing is a powerful way to increase brand awareness and drive sales. By using reliable performance metrics to make decisions, you can capitalize on viable opportunities for growth.