9 Key Content Marketing Metrics
January 9, 2014 | Dan Trefethen
Content marketers struggle to make sense of KPIs and measure ROI – We can help
With customers and audiences looking for entertainment at every click, it is not enough to have a strong content marketing strategy, you need to be able to measure what is resonating with them in order to reproduce your success or detect any problem areas.
So let us get on with the show and pull back the curtain to expose which content marketing metrics should take center stage, what they mean, and why they are important.
This figure is simply the number of times your content is accessed. If someone visits your content 20 times in a day, that is twenty pageviews. This metric can be easily found in Google Analytics.
This figure is the number of people who accessed your content as determined by the unique IP address of the device the user is browsing with. Unlike “pageviews,” if someone accesses your content 20 times in a day, that only counts as one “unique pageview.” It, too, can be easily found in Google Analytics.
“Pageviews” and “Unique Pageviews” give you a high level of understanding of whether or not your SEO and promotion efforts are effective. These two content marketing metrics tell you if you are filling the seats to your show.
The next metrics will let you know if the show was worth the price of admission.
Average Time on Page
This metric, also found easily in Google Analytics, is just what it sounds like. It is average duration of time spent on your page. This content marketing metric lets you know if your audience walked out before the show was over.
Short engagement times means that people either did not like what they found, or it was not what they were looking for. Longer engagement times means the opposite: the audience found what they wanted, and your content delivered.
This metric, also found easily in Google Analytics, is the percentage of people who navigate away from your page without interacting with any element on it. You may have gotten them in the seat, but they left before the first act.
There are three possible explanations for a high bounce rate. The first is that your content simply is not good enough. If you have a high bounce rate and a short average time on site, then this is likely the case. The second possibility is that people are arriving by accident. Your content might be fine, but it is getting in front of the wrong audience.
However, if you have a high bounce rate but you are getting a high average time on page, this could mean that your CTAs are not clear enough. People might find your content engaging, but they might be confused about what to do next.
Social Shares , Likes, Tweets, and +1s
This is the total number of social approvals your content gets. Social approvals are the standing ovations or telling a neighbor what a great show they just saw. This can be tracked for landing pages and web pages with your marketing automation software. You can track social shares for other pieces of content with a social media tracking platform, like Hootsuite.
As social media grows more and more important, so too will this metric. More social shares and approvals not only means your content is being promoted effectively, but it is likely high in quality.
This is another important social media metric. A content’s viral lift is the ratio of social shares a piece of content receives to the number of clicks those social media shares directs to your content.
This is a measurement of how interesting your content is to the people who are viewing it second hand as a result of social shares. These are the tickets people bought because they heard from a friend what a great show it was.
If you create interactive content, like quizzes, polls, surveys, photo contests, etc., other metrics become just as important as these, and these all can be measured within the SnapApp platform.
Because interactive pieces of content, like SnapApps, typically have multiple pages for your audience to complete, it is important to track the percentage of people who complete each stage of the SnapApp. Wouldn’t it be great to tell the exact time in your show where your audience member lost interest? Completion rates track exactly that.
A low completion rate can mean one of two things: either the interactive content was too long and people got bogged down, or it simply was not engaging enough to hold their attention.
Lead Submission Rate %
Another key metric for interactive pieces of content is the lead submission rate. Often, companies will add a lead form either at the end of the engagement, or make lead submission necessary for the user to get their results.
This figure lets you know the percentage of users who submitted. Lead submission rate is the percentage of audience members that walked out after the closing credits.
A high submission rate percentage means that you connected with your audience. The content resonated with your audience and they saw a benefit to providing you with the information you requested.
Linkout Click Through Rate
The last, but certainly not least, of the key metrics for interactive content is the linkout click through rate. This metric shows the percentage of users who clicked on links embedded within your interactive content. This content marketing metric tells you how many people liked your show so much they looked up your other shows when they left.
The linkout click through offers another way to dictate your user flow. A low linkout click through rate can indicate that your call to action is not strong enough or the user does not see the value in taking action.