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Being able to evaluate your content marketing activity, from creation to distribution, is critical to iterating its success. You can use analytics to identify and address both issues and opportunities in your content strategy. Yet with this in mind, only 8% of marketers consider themselves very successful at tracking the ROI of their content marketing. Digital professionals can find the effectiveness of their content difficult to measure, especially if there’s an underlying uncertainty about its role within an overall marketing strategy.

The single most important question a content marketer can ask themselves is this: why am I creating this content? Not to get too existential about it, but it’s important to recognise that the metrics you measure will depend entirely on the goals you have assigned to your content. You should never create a piece of content without first setting objectives; they are intrinsic to defining your parameters for measurement. What are you trying to achieve? Typical content marketing objectives include increasing brand awareness, lead generation, customer retention or upselling. Whatever they may be, never forget to outline your goals from the very outset.

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Because content creation is a newfound skill for many firms, confidence in the programs and their related key performance indicators (KPIs) is rare. In addition, an overreliance on lead generation as the main KPI for business-to-business (B2B) content marketing efforts has minimized appreciation for more intangible benefits, like thought leadership and brand awareness. Indeed, a true report card for a B2B content marketer must assign value to both tangibles and intangibles—or risk giving too much or too little credit based only on revenue results.

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Digest...

1. Brand lift

2. Engaged time

3. Average finish: Average finish is the number that tells you exactly if your readers skip, giving you the percentage of people who actually finish reading your page.

4. Return readers

5. Visitor loyalty: Visitor loyalty tells you how often people revisit your site within a week, month, or within any specific period.

6. Longevity

7. Email engagement

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Digest...

Understanding how to measure content begins with understanding where consumers engage with content in the lifespan of a purchase and post-purchase. The new consumer decision journey is actually a relationship between brands and customers that involves near-constant interaction. The best way to build this relationship? Content. The important thing to understand is that each piece of content is just a building blog in the larger relationship you’re nurturing with a consumer.

The holy grail of content performance is brand lift—the measurement of how people think about you in relation to your marketing objectives. In other words, it measures how well you’re building the relationship you desire with consumers.

While lift is great for measuring the overall effects of your content on your reader’s perceptions, it doesn’t tell you which pieces of content consumers spend the most time with or are the most loyal to. You can use a direct measurement for that.

While lift is great for measuring the overall effects of your content on your reader’s perceptions, it doesn’t tell you which pieces of content consumers spend the most time with or are the most loyal to. You can use a direct measurement for that. We call our measurement “engaged time” — a measurement of time spent actively engaging with content on the page—scrolling, highlighting, clicking, etc. There is a direct relationship between engaged time spent with content and the likelihood that reader will return.

So now that people are relying on you—and they like you—how do you know they actually choose you as the result of your content? For that, you need to track the pathways between your content channels and the point of conversion. This is Content Marketing 101, and great odes have been written about how to do this well. One of our favorites is this Beginner’s Guide from Search Engine Journal, and it serves as a great refresher checklist if you’ve been tracking conversions for a while now.

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