Written by: Richard Fong
Published on October 19, 2022
Published on October 19, 2022
Your content marketing team has been researching and publishing content consistently, but you’re unsure if it’s hitting your intended goals. The effects of content marketing campaigns are seldom felt instantaneously, causing you to wonder what are ways to measure your content marketing success.
Like most marketing professionals, you know that content marketing is an integral part of any successful marketing campaign. What you might not know is how to measure the success of your content marketing initiatives.
In this blog post, we'll discuss a few key metrics that you can use to gauge the effectiveness of your content marketing efforts.
One of the most obvious ways to measure the success of your content marketing campaigns is by looking at the website traffic that they generate. If you see a spike in traffic after launching a new content marketing campaign, that's a good sign that your campaign resonates with your target audience.
You can also dig deeper and understand the metrics surrounding your web traffic. How are users finding your content? Is it through your paid ads? Or is it coming from social media referrals? Do you get search traffic? This means that your content ranks on google, and users click on it for the answers they need.
You can use several tools to track website traffic, including Google Analytics and Alexa.
Engagement is another key metric that you should look at when evaluating the success of your content marketing campaigns. This includes things like social media shares, comments, and likes. When people are interacting with your content, you know that they like what they read and they are more likely to come back for more.
Your audience will also more likely follow any recommendations you provide and consider the solutions you offer. The more engagement your content generates, the more successful your campaign will likely be. You can use several tools to track engagement, including BuzzSumo and Hootsuite Insights.
Another way to measure engagement is to check how many backlinks your content is getting. Tools like SEMRush and BuzzSumo helps you see how many other websites have referenced your content.
Is your content ranking for the target keywords? The higher your rankings, the more visible your content will be, and the better your content marketing will be. You're already performing the best SEO practices on your site - not just one piece of content.
Use tools like SEMRush and Google Search Console to see what KW your website is ranking for. Check the improvements over time especially for highly competitive keywords. You eventually want to capture those keywords and oust your competitors.
To better evaluate the success of your content, check user behavior metrics like bounce rate, pages/session, and new vs returning visitors. These metrics add another dimension to web traffic metrics by telling you if your website visitors are consuming content the way you intended them.
If you’re getting a lot of traffic but have high bounce rates, then that means visitors are arriving at your site but don’t care about the content so they’re leaving. This is a red flag that you should address immediately. You can to capture visitors and make them stay for as long as possible. Doing so increases the chances of achieving conversions.
Google Analytics is a great tool with lots of information about user behavior.
Ultimately, the measure of success for your content marketing campaigns is by looking at the number of leads that they generate. The ultimate goal of a piece of content is to get customers to purchase your product or service.
You can use several tools to track lead generation, including LeadPages and HubSpot Sales. Content can have high engagements and rank well for keywords, but if they don’t help bring sales, then you’re missing out. Content marketing should help bring in highly qualified leads who are well aware of your brand and the solutions you provide.
Content marketing is an important part of any successful marketing campaign. By tracking key metrics such as website traffic, engagement, and leads generated, you can get a good idea of whether or not your content marketing campaigns are successful. If they're not performing as well as you'd like, you can adjust accordingly.
Start tracking your content marketing metrics to create the right content every time. Blissdrive helps you create killer content and gauge its performance. Check out the blog site for more resources or get in touch to learn how.