Your content marketing strategy can make or break your brand. As content is the backbone of every brand, you have to make sure that your content marketing strategy drives results. There was a time when measuring your content marketing strategy was challenging, but in today’s digital landscape, you can use multiple metrics to evaluate your content marketing strategy.
In this article, we will mention the top metrics that you can use to evaluate your content marketing strategy.
Lead Quality
Every brand’s motive comes down to leads. Every brand is thriving to make more sales. If your content is driving quality leads, then you are on the right track. Content marketing plays a huge role in lead generation. If you have recently written a blog post, then you can check whether your content is attracting readers or not. Your readers are your leads. If your readers are engaging with your content and contacting your sales team, then your content is top-notch. These actions indicate that your content generates qualified leads and attracts readers that can be your potential customers in the future. Another way of evaluating your content is by tracking whether your readers are checking your important pages like services and pricing or not.
Google Analytics can be beneficial for you in evaluating your content marketing ROI. You can set “Goals” in your Google Analytics to assess it. Google Analytics will determine which piece of your content is driving quality leads. Bounce rate is another factor that can tell you whether your content is working or not. Bounce rate and low conversions are a terrible combination and clear indication that your content is not working.
Sales
After generating quality leads, now you need to evaluate how much sales are coming from those leads. If people are reading your content and checking pricing pages, then they must purchase something. You can check your Google Analytics to see the exact numbers of sales conversion.
Web Traffic
Web traffic is one of the significant components to check the performance of your content. Without website traffic, there will be no lead generation and no revenue. You can check your Google Analytics to find out how much traffic is coming to your website. Login in to your Google Analytics and then click on “Behavior.” Go to “Site Content” and then “Landing Pages.” You will get a report in which you can track which landing page your visitor is accessing first. Usually, you will get the highest traffic pages first by default. You can compare how much traffic is generated over a period of time. You can also check from where your traffic is coming by checking the referral traffic. With referral traffic metrics, you can evaluate your traffic sources and modify your content marketing strategy accordingly.
Onsite Engagement
Content marketing success is not about generating traffic and driving people to your website. Your primary goal is to make those people interact with your content. If people are coming back to your website and spending some time on your website, your content is working. If you have a high bounce rate, and people are not reading the other pages of your website, then you need to re-evaluate your content and take corrective measures. You can check your engagement metrics in Google Analytics to evaluate the performance of your content.
Social Media Channels
Engagement on your social media is also a great way to evaluate the ROI of your content. If your content adds value, then there are very high chances that your visitors will share your content. Traffic from social media channels and referrals are vital factors to evaluate the performance of your content. One of the significant factors that make people buy something is by reading the reviews and peer recommendations. So, if you have a high engagement rate on your social media channels, then you are on the right track.
Conclusion
Creating a successful content marketing strategy comes with several trials and errors. To create a successful content marketing strategy, you need to evaluate it and take corrective measures accordingly. As mentioned above, the metrics play a significant role in measuring the performance of your content marketing strategy.
Source-Top Metrics to Evaluate Your Content Marketing ROI
