The content has been created. Now what? You need to measure the effectiveness of the content to discern whether your content is meeting the standards.
There are content marketing metrics beyond clicks and downloads namely utilization, retention, distribution, engagement, leads, transactions, manufacturing and expenditure metrics. There seems to be disengagement between what content marketers wish to attain and what they really assess and quantify. Marketers crave brand awareness but they do not cash in on the right metrics. Page-views and exclusive visitors, though do measure content success but not necessarily brand awareness. But then the reason is simple. The above metrics are easy to track and quantify, whereas other metrics and consumer behaviors are hard to pursue.
In order to truly increase awareness and put together profound associations with your viewers, employ metrics that inform you whether you're on your way to achieve your goal or not. Tap into some of the most underestimated metrics so that you can get a better picture of how your content carves your association with your viewers.
1. Engagement level of content
The longer the viewer stays engaged with your content, the higher the engagement level of your content is. The goal is to lengthen the average time the reader takes to finish reading your content. Google Analytics communicates this time in seconds and is often called the Average Event Value.
2. Content endurance
A lot of time and money goes into generating good, readable content and one would expect it to continue harvesting rewards for a long time. This data is useful for content marketers because it allows the content to be mapped out and distributed with the use of an informed perspective. They can also adjust the length of the written piece for an active engagement. Content marketers can also measure longevity from other sources such as:
• Landing page registeration
• Blog posts readership
• Video- viewership
3. Measure return readers
Content marketers sweat blood in order to create blog audience with the help of first-class content and associations with readers. The goal is to keep the readers hooked on to your content and get them to return. This measure can help you give an idea on how to get hold of the readers and also maintain them.
If you can get your readers to return, their purchase intent is likely to be strengthened.
4. Length of time for which the content keeps the visitors engaged
You want your brand to stand out in this deafening world and the only way to make that happen is to get people to connect with your subject matter.
But research data also reveals that more than 70% of content marketers do not know how important it is to track the time users spend reading their content. So start tracking it right away.
5. Input and involvement of audience
Get your viewers contribute to your content so that your sales process can be streamlined. Have your readers build social proof by actively adding to online reviews.
A big number of consumers trust online reviews just like they rely on personal recommendations. So persuade your audience to contribute to your content marketing victory. This may create other metrics like social shares and blog comments for measurement though you should stick to those that express the most persuasive connection to your business.
6. Instant purchases
The better the quality of the content, the easier it will be to make sales to your customers, sometime even before you speak to them. Prevent the content quality from disturbing the buying cycle of your consumers because information is everywhere and gathering and interpretation of it makes it difficult for marketers to ascertain when the purchase will begin.
Hence, not just sales professionals, but content marketers must also realize and measure the time visitors register on a certain website till the actual purchase is made.
7. Cost effectiveness
Content marketing is an expensive proposition but it also trims the average cost businesses spend per lead.
With that dramatic a decrease in costs, it is only fair to spend that much on inbound factors such as content creation and fixed expenses.
8. Cost of production
Document your costs and keep a track of them. Depending on whether you hire content marketing teams or use internal staff to manage your efforts, make sure you take into consideration the overhead expenditures. Any loss in productivity due to unwarranted diversions in content initiatives is common when in-house teams are employed but if documented correctly, it can pave way for future cost-savings.
9. Cost of content circulation
Mind it, content distribution or circulation is not a cost-fee method to bring in traffic, though it is indeed complicated as much as it is demanding. With hundreds of businesses resorting to online trade, costs incurred are increasing. This may include:
• Bringing social media up to date
• Time spent in extending to influencers
• Paid promotions on social media
• Indigenous promotion and advertising networks
Overall, you should be well-aware of your content marketing budget and the success it reaps.
10. Choice of keywords
When someone locates you by their own efforts, it can prove lucrative for your business. This may happen because of SEO that people stumble across your website and resultantly create leads for you.
Marketers must understand the keywords and how they shape marketing endeavors because of the leads they help create. They can hence focus on relevant keywords and create and share content accordingly.
Content Writer at Motor Trader