Everyone always talks about measuring his or her company’s marketing performance, i.e. KPI (Key Performance Indicator). If you are a content marketing oriented business, are you measuring the right data in order to measuring the impact of your content marketing?
The four key metrics, in order to measure your content marketing, are consumption metrics, sharing metrics, lead generation, and sales marketing.
Overview of the four metrics:
If you are new to content marketing, consumption metrics are encompassed by the measure of page views, video views, downloads, etc.
On websites, you might have noticed widgets that allow readers/visitors to share content on social media sites, through services like AddThis and Google Analytics. These allow for you to see the social sharing metrics of your content in terms of likes, shares, tweets, +1s, and pins.
Lead Generation Metrics
The Lead Generation Metrics are what result from all of your content marketing efforts. Forms submissions and downloads can help marketers track visitors that come to the website often. From CTAs or pop-ups to blog comments, marketers can track this so there is finally turning an anonymous visitor to a name and email of a visitor to your website, that then transitions in a potential lead.
This is the most important metric. Sales metrics is the ultimate indicator of how much your business has grown in regards to your content marketing efforts. The simple question that this sale metrics answers is, “Did this company actually make money because of this content?”
Leads that are imported to a CRM (Customer Relationship Management) like SugarCRM or HubSpot, can be a benchmark to see what could be a way to see your sales as well as the signing of new proposals. Say that after reading 4 pieces of content a customer asks for a demo of a product, and eventually buys said product, divide that with the cost of the product, and we can assume that’s how valuable those pieces of content were really worth.
You can easily track these most of these mentioned metrics on Google Analytics but can be that can be time-consuming. Open Enterprise Intelligence gives you a dashboard that allows you to track every visitor, returning visitor, the entrances and additional page view that a visitor clicks on. Also, it allows you to see where your content is succeeding in terms of social networks and in shares, among other things. Learn more about Open Enterprise Intelligence here.
How do you track and measure your content marketing? Have questions? Leave them in the comments!