Table of Contents
Introduction
There are over 875 million people on Linkedln, but only 1% of that population creates content (8.75 million) we can say there is not enough content to go around and if you are getting in at this time, now is the best time to.
Creating content does imply you achieve your goal. You need a strategy.
Sticking to a posting schedule is no assurance for hitting content goals.
Achievable goals are Specific. Measurable. Achievable. Realistic. Timely
What you cannot measure you cannot improve.
What are content metrics?
Metrics are data that provide you with information about a process, this is usually done to observe the result of the effort applied.
Content metrics are the qualified measurement for your content marketing effort
Why are content metrics important in marketing?
There is no definite metric to determine the success of your content, however, a few metrics based on your overarching content goal and priority will help you improve your content performance.
Without measuring your content performance it won’t be clear if you’re making progress or stuck.
Content measurement becomes impossible without a content strategy that highlights your goals this could be brand awareness or lead generation or both.
7 metrics to measure how your content performance
1 Traffic: Did you check your Google console dashboard today, only to find your visits/users went up? But how did they find you? On your webmaster tool look at
Users: The number of people visiting your page
Pageviews: The number of times a page on your site is viewed.
Unique pageviews: The times a single user has viewed your page.
Go to your social media analytics tools and observe the views and comments on your posts, the number of times people share, your brand mentions, and its likes.
PRO TIP: Distributing your content across several platforms will broaden your traffic sources. You need eyeballs.
2. CTR: Click-through rate indicates the number of people that visits your website and performs an action. A good CTR can be individuals clicking on your content in SERP. A good CTR can be fostered by a good Meta description, an eye-catching headline. A title that uses strong keywords and excerpts.
3. Conversion: The main goal of every content marketing is lead generation, while you may start from brand awareness which is usual. It is important to measure the volume of potential customers generated. One of the ways I measure conversion on my website is by email subscriptions and clicks. Yours could be when people click on your ( CTA, Landing page, Subscribe to your newsletter, or Filled out a contact form).
4. Bounce rate: This indicates how a user left your website without clicking on other pages, the average bounce rate is between 20%-70%. A high bounce rate could be due to the quality of content created on your website: this could mean that your visitors don’t find your website interesting or your page speed is slow or people are unable to navigate your page. Having a high bounce rate on a new website is normal all you have to do is work on your domain authority.
5. Backlinks: Backlinks and quality content are inseparable factors for a sound SEO strategy. You need backlinks and that takes a lot of work. Thankfully, it is achievable. Analyze the sites linking to your competitors and the ones they are linking to, this will inform the kinds of backlinks you should acquire at every stage of your content goal. Writing superior content works magic if you already have some domain authority.
6. Keyword ranking: Ranking for certain keywords just got easier with tools like Semrush and Ahrefs as they help you analyze keyword change over time. Know the keywords you want to rank for and give it the necessary effort.
Open rate: if you own an email list the most important metric you can track is your open rate. How do people react to your emails over time? Analyze if they find your content valuable. If you get poor open rates over time from your audience, it could be a sign to segment and survey, send them a survey asking them the kind of content they would like to read from you.
Conclusion
If you are not sure if you are dealing with a KPI or a simple metric, do a simple test; Imagine that you can double the value of this indicator. If you expect the performance of the business to be increased significantly then it is a good KPI for your business context, if not, then it is a simple metric – Aleksey Sarkin
FAQ
What are the types of content metrics?
- Consumption metrics
- Sharing metrics
- Lead generation metrics
- Sales