Now, in my short video, I highlighted the fact that marketers like myself and sales professionals focus too much on clicks and form fills when we should be focusing on content consumption. Why? Because surely the prospect will be a warmer lead if you engage with them once they have consumed the content rather than making an assumption they have post form fill or click.

So, as highlighted, content consumption metrics in my eyes are key as they truly show how engaged the prospect is and in return are a much warmer lead, a ‘real’ SQL.

I’m a man of my word, so as promised, let’s talk content. When it comes to content you can focus on many categories, but here are a few I consider to be key.

Consumption and metrics

Whenever you publish content you want to know how it performed right? Has it been read? Has it been downloaded? Has it been shared? Was there any feedback?

If the content hasn’t been consumed how can you achieve your end goal? The whole point of content is to engage your audience, educate them, offer informative and helpful insight, address their pain points and help nurture them as a part of your sales play. So, you need to focus on metrics, but which ones? I would focus on the following categories:

  • Consumption metrics – How many people are consuming your content, what channels are they using and what’s the frequency of the consumption?
  • Sharing metrics – What is being shared, who is doing the sharing, how are they sharing it and how often does sharing take place?
  • Lead metrics – How is the content supporting your demand generation and lead nurturing?
  • Sales metrics – How is the content influencing prospects within your sales funnel at the various different stages?

You can focus on more categories but these are the key ones I would use, but it’s important to focus on the categories that are suitable for you, so feel free to adjust accordingly. Within these categories lie the metrics so let’s take a look at three that I would say are key:

Time

HubSpot reported that more than 50% of website visitors spend less than 15 seconds on a website. This stat clearly focuses on what is on offer to your audience and 15 seconds tells me that it’s poor and not appealing. By tracking the time on pages for specific content, be it a website or landing pages, you can track how engaging it is and make adjustments where you see fit.

You may find that time on a page for a specific piece of content is high but you’re getting a low conversion, this is where you need to test and tweak the supporting copy and calls-to-action. Overall, you want the journey to be consistent and engaging. This can only happen if you continue to refine, review and tailor content for your specific audience, the ‘one size fits all’ doesn’t always work.

Landing Page Views

Always pay close attention to the traffic your landing pages are generating. You want to know if, as pointed out above, the overall journey is consistent and engaging, is the supporting copy directing your audience to your landing page working? Is it strong enough? When they are on the landing page does the content on offer match their expectations? These are all things to consider and focus on as they all play an important part in the conversion journey from a prospect to a lead.

Engagement with you

This is key for me but I always pay attention to see what comments my content generates. This gives me an indication as to how my audience is reacting to my content and how they feel about it- are they finding the topic relevant? Did they find it of use? Should I do more of this? Having a lot of content views is always nice but that’s more catered towards your ego. I would focus on the comments, likes, and shares as these metrics show you have prompted your audience to take action, which in return indicates your content is resonating with your audience.

Ideally, you will have done your research prior to content creation to understand your audiences pain points and to create buyer personas, a tone of voice and a content plan.

Final Word

This was just a brief insight into what content categories and metrics you can use to measure the impact of your content. It’s important to remember the whole journey so without traffic, shares and expanding the reach of your content you’ll never be able to scale the volume of conversions. If you’re not tracking a variety of metrics for your content and your campaigns, it will be extremely difficult to fully understand the ROI of individual content campaigns.

Off the back of the vlog and this follow-up article, I hope you found this insight of use. If you want to know more about content consumption, ABM, Inbound Marketing, Lead Gen or any marketing related matters contact me and I’m happy to help.