A great content marketing plan is almost meaningless without a solid plan for measuring results. The article and infographic below explain why these metrics matter. CK
Article written by Pawan Deshpande originally appeared on Curata on March 8, 2017.
Let’s say you’ve assembled a brilliant team of talented content marketers. You’ve crafted a well documented content marketing strategy, and you’re all working in harmony to execute on the plan. All of these ingredients are necessary, but not sufficient, to ensure successful content marketing. The magical missing ingredient, of course, is measurement. You need to be able to assess your marketing metrics to figure out the effectiveness of your efforts, and ultimately, your ROI.
Without measurement, you have no way to know what’s working, what’s not, and how to revise your strategy to amplify the strengths of what you’re doing and eliminate the weaknesses. Perhaps more importantly, you have no way of justifying continued (or expanding!) investment in content marketing to the C-suite if you cannot show numbers to back up your claims.
Which Marketing Metrics Matter?
To address this, Curata has published The Comprehensive Guide to Content Marketing Analytics & Metrics. It provides a detailed guide to proving the effectiveness of content using various marketing metrics. It provides an eight part framework to help identify the metrics most relevant to your business, consisting of consumption metrics, sharing metrics, lead metrics, sales metrics, retention (subscription) metrics, engagement metrics, production metrics, and cost metrics. Each of these metrics can be measured across several content channels, such as websites, blogs, or social media.
To give you a high-level roadmap, I compiled 29 of the most essential content marketing metrics into the following infographic. Use this as a guide if you’re looking to expand your level of measurement or if you’re just getting started.
Once you are consistently measuring all the marketing metrics relevant to your organization, it becomes possible to effectively:
- Incentivize your team
- Diagnose and troubleshoot problems before they escalate
- Create alignment between organizational divisions