While financial metrics are crucial, there are several non-financial ways to measure ROI for content marketing. Although it can be tricky to measure, it is important to understand the additional value that content marketing provides. Here are some additional key content marketing metrics you should consider when reviewing the success of your campaigns.
Engagement metrics
Likes, Shares, and Comments all indicate how well your content resonates with your audience and encourages interaction. Track these metrics across all your social media platforms to gauge the effectiveness of your content. What lands well on Facebook might be a disaster on LinkedIn. Your content marketing should be tailored not only to your customers, but to the platform where you’re engaging with them.
Increases in your social media followers or email subscribers as a result of your content is also important to measure. Does the content that creates the largest engagement also encourage people to commit to your brand long-term? Or are the more niche pieces the ones that deliver true connection? Experimenting with different content types and locations will help you grow your brand amongst your key target markets.
Website statistics for the win!
Page Views and Unique Visitors allow you to effectively measure the increase in traffic driven by your content. Most statistics platforms will let you identify referral sources, which will show you how much traffic is coming from your content marketing efforts on each platform. Time on page will show you how engaging your content is. A longer time on page, low bounce rates, and users browsing multiple pages on your site are all great indications that your content is resonating with your customers!
You should also track how many new leads or sign-ups you gain from your content. Remember though, it’s not only about quantity; quality matters as well. Taking some time to review the quality and conversion potential of your leads will help you focus your energy on the most effective types of content marketing. If it’s an online only campaign, the click-through-rates and conversion rates will help you refine your content to maximise sales, while still delivering a great experience.
Be known and loved
Review your brand’s mentions and the sentiment surrounding those mentions. Nothing ever really operates in isolation any more. Find the content that brings your brand to life for your customers. Interact with them in the spaces where they naturally spend time, and aim to build a positive sentiment around your brand. Being top of mind in the consideration phase of their research can reap rewards further down the track!
Don’t just show me the money!
We will never be the ones to say that money doesn’t matter. Every piece of content we create for you will have specific goals in mind. However, it’s important to acknowledge that making a sale can’t be the end goal of every piece of content. Surprise and delight your customers every now and then with knowledge, offers or simply something fun. You may be surprised at what you receive in return!
To create content that is both substance and beauty, get in touch with us here.
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