Content Marketing consists of various kinds of content properties. These properties could be in the form of blog posts, case studies, social media blurbs, white papers, infographics, videos and podcasts. High-quality content help build a relationship with your target audience over time. It can also help establish your brand as the leader of your particular niche. It can be an extremely powerful tool when used right.
Marketers worldwide usually turn to Content Marketing as a tool to generate and boost sales. But measuring an increase in sales is not the only way to measure the success of your content marketing efforts. Brands looking for a more long-term return of investment should also use content marketing as a tool for brand building and creating awareness. Here are ten content engagement marketing metrics to track to measure growth:
Unique Page Visits
One of the best ways to measure the growth of your content marketing is by measuring the unique page visits your website is receiving. These can be tracked through Google Analytics on a daily, weekly or monthly basis.
Time On Page
Another great metric to take into consideration is the time visitors are spending on your page. This indicates and gives more insights into the quality of your content. If your content is engaging, helpful and simplifies things for your audience, the time they spend on your website will be high.
The number of shares your content receives is a great way to understand how many people relate to or get inspired by your content. While many consider this to be a vanity metric, it is important to keep track of this. Creating shareable content is a great way to gain more organic reach.
Comments and Interactions
Comments and other forms of interactions are great indicators that your audience is engaged and following along. It also shows that your content is powerful and inspires conversation, which is sure to leave an impact on your readers.
If other websites are linking to you, that is another good sign as it shows that your content is proving that you are credible. When other websites start linking back to you, this can increase your Domain Authority, which can help you rank higher for search terms on Google.
If you have a downloadable on your website, the number of downloads you get can be important to measure the popularity of your content. This also indicates that your blog readers find your content highly helpful and believe that your brand adds value to their life
Cost Per Click
For those engaging in paid advertising, the Cost Per Click is another great metric to track return on investment. The best way to measure results is by dividing the cost by the number of clicks in order to track cost per click for particular ad campaigns.
Cost Per Lead
Cost Per Lead is another similar metric to track the return on interest for online advertisements. These metrics help you understand the cost of having individual new leads for your business.
Followers or Subscribers
Tracking the number of followers or subscribers is another way to measure the popularity of your brand. These numbers help you measure brand awareness and can also help you get an idea of your loyal customers.
When it comes to measuring the success of your content marketing efforts, you will want to ensure that you are optimising conversion rates at every possible opportunity. If not done the right way, you could be at the risk of losing valuable leads who have converted but changed their mind for some reason.