Are your content marketing efforts really working? It’s not a rhetorical question. Content marketing requires a real investment, both of time, money, and brand capital. It’s only appropriate to assess the return on that investment using real, hard metrics.
There are a variety of statistics and numbers you can look at to get a sense of how your content marketing efforts are trending, including metrics available in your email marketing platform, your Google Analytics, and the social media dashboard of your choosing.
Amidst all the possible data and reporting options, here are six metrics we think are especially noteworthy, often quite revealing as to the true merits of your content initiatives.
Email Clickthrough Rates
Start with your email marketing. When you send out your weekly, monthly, or quarterly newsletter, how many of your recipients not only read the content but also click through to your business website? One of the main purposes of email marketing is to encourage more website traffic, and if your emails are actually accomplishing that goal, it’s a pretty clear indicator that your content is doing its job.
Email Subscription Rate
You can also look at the rate at which your website visitors are subscribing to your newsletter. If the subscriber base is steadily growing, it shows that somehow or another you’re enticing them… and that can’t help but involve some strong, persuasive copy.
Dwell time references the amount of time visitors spend on your website before they head elsewhere. If most people reach your site, stick around for two seconds, then leave, that’s obviously not a great sign. But if your website users can spend a good long while on the site, that means your content game is solid.
Content marketing can serve many purposes, but one thing that’s always nice is when your content actually yields new leads. There are a number of ways you can measure this: Email subscriptions, sign-ups for a white paper or other downloadable offer, basically anything that provides you with the name and contact information of an interested customer or client.
This one’s obvious: If your content is getting shared on social media, it means that the content is valuable, and it also means you’re growing your audience size. Note that likes and comments are great, but shares/retweets are especially helpful. Email forwards are also beneficial!
For all this talk of hard numbers, we’ll close with something that’s not as easy to measure, but is still worth noting: If you have new clients/customers who actually reference your content (“I saw your latest blog post and it made me interested…”), that may be the best indicator of all that your content marketing is connecting with people