Content marketing metrics show whether your efforts are driving results. Without clear data, it becomes challenging to identify which strategies are effective, which ones are not and where improvements are needed. Check out these seven content marketing metrics to track to measure your business’s engagement, understand your audience and improve ROI.
Brand awareness
Being aware of your brand helps target an audience and enables them to recognize it. By creating unique content and tracking it, you can better understand your brand positioning, measure marketing effectiveness, estimate your competitive advantage and craft future strategies.
Social media engagement
Social media is the quickest and most effective way to reach a wide audience in today’s society. But it’s not just about posting—audience engagement is crucial. By tracking engagement metrics across your social platforms, you can gauge what’s working and what isn’t. Important metrics include likes, comments, shares, reposts, clicks and responses.
Quality leads
Next on the list of content marketing metrics to track is lead quality. Posting content for audiences to see is key—but you also want that content to generate leads. Review factors such as the leads’ sources, demographics and website visitors’ behavior while using your site.
Loyalty and retention
Tracking leads is important, but so is tracking returning customers. How can you tell what efforts are resonating with your audience? Strive to create a loyal customer base through authentic and empathetic content that prioritizes understanding and connecting with your customers’ needs and experiences.
Website traffic
Tracking your website engagement metrics can allow you to see how your content is performing in terms of clicks. Metrics to look at include:
Traffic: How many people are visiting your website? How many pages are they viewing? How long are they staying?
Engagement: Are they reading your website’s content? Do they click on links? Are they sharing it?
Email reaches
What do people check second to social media when looking for ads from brands they follow? That’s right, emails. When sending out curated content emails, pay attention to how many people your emails actually reach by looking at the open rates. A low open rate could indicate that you need to work on your subject lines or update your email list.
Conversions
All in all, content marketing is aimed at generating leads that will lead to sales. Pay attention to your website conversions—including sales, sign-ups, blog reads and more—and social media conversions to help identify effective and ineffective strategies and adjust as needed.
In a “nutt” shell
Do you need a dependable team that knows the essential content marketing metrics to track for business growth? McNutt & Partners is here to help!
McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334.521.1010, or visit our contact page.
