Content marketing metrics, just like SEO and social media engagement metrics, are valuable instruments. They tell you if the content you create and share performs well. By performing well, we mean several things.
One is the constant flow of visitors and readers of your blog posts, social media posts and other types of content. Another is the way these people act after consuming the content. Do they share it with their friends? Do they follow through with the CTA? Lastly, and most importantly, does the content encourage them down the sales funnel to become your customers?
Content Marketing Metrics Monitoring: A Continuous Task
For some marketers and business owners, this is an issue. They think they have nailed their content marketing strategy. They started sharing articles and videos and registered good performance in their content marketing metrics.
Then, they stopped monitoring them. This is very wrong. Your leads are not static video game characters. They are people whose life changes constantly. And each important change has an effect on their outlook on life, their interests, their needs, and their pain points.
If you keep sharing the same content for a changing audience, you will soon find yourself with no audience at all. And no customers, also. To avoid this dire situation, always make sure you monitor the following content marketing metrics, and take appropriate actions:
1. Backlinks
Backlinks are important from two points of view. First, backlinks from reputable websites will help raise the Google page rank of your own website. Secondly, backlinks mean that your content and brand name gain exposure on various channels.
Thus, backlinks take first place in our list of content marketing metrics. In the Google Console for your website, you will always get a clear view of how many site visitors come from backlinks.
A steady flow from all sources means you’re doing well. A sudden drop from one specific source needs investigation. One reason may be that the respective website is no longer available or was hacked. A drop from several sources at the same time means that your content is no longer in line with the interests of the visitors of those sites.
2. Social Shares
Sharing is caring, but people are very picky these days. Online reputation is very important for every individual. So people think hard before they share something and ask themselves: “What will my friends say about me if they see this on my timeline?”
Thus, social shares have a special place among content marketing metrics. A constant and increasing number of social shares means that your business is getting endorsed by every person that shares your articles and videos. It also means that your brand image will gain exposure to brand new audiences.
3. Bounce Rate
It’s time to focus on one of the negative content marketing metrics. A bounce means that a site visitor reached your page and then quickly left it. This means that what they found there is not what they were looking for.
You should strive to keep the bounce rate as low as possible. A high bounce rate may mean that you are guilty of click-baiting (a bombastic title that arouses curiosity which is not justified by the content itself).
4. Time Spent on Page
Here, the rule is simple: the longer a visitor stays on a page, the better chances you have to convert them into a lead or a customer. People are very selective and quickly dismiss an article or a video they do not like. The longer they spend consuming your content, the more likely they are to take any action at the end: share your content, subscribe to your newsletter, leave a comment, etc.
5. Conversion Rate
We left the most important content marketing metrics for last. Ideally, every piece of content must have a CTA. It does not (and should not) be a sale offer. It can be as simple as inviting the reader to subscribe to your newsletter. Or to rate your content and share it.
Whatever it is your page visitors to do, if they do it constantly, then you are on the right path. However, as soon as you see a drop in your conversion rate, even a small one, become alert. On many occasions, you will find the source of the problems in the comments left by your visitors. People who usually enjoy your content and value the relationship with your business will take the time to let you know that you are no longer delivering what they enjoy reading. Do not ignore these complaints, this is our firm advice.