Oh the woes of content marketing! Is it working? How can we measure? What do we measure? Are we measuring the right KPIs? The never ending questions of concern for every content marketer.
Recent CMI data shows that content marketers are struggling with measurement & ROI tracking with only 21% saying that are successful at tracking ROI, and measuring content effectiveness being the 3rd biggest challenge. Given that only 38% of marketers say their content marketing is effective, measurement clearly one of the biggest issues that needs to get tackled as a top priority.
So we’re here to assist in the tackle. We thought we'd help with a round up of some great advice from some of the best and most-well known content marketers.
Jodi Harris published an article with some notable quotes and great perspective from some content marketing gurus on measuring content marketing success. Everyone from Marcus Sheridan to Jay Baer had some input on it:
So you have to at least nail down the basis, and Neil Bhaskar gives us eight solid KPIs your content marketing measurement should include:
Bounce rates/time spent
Heat maps and click patterns
Take a look at this article as well. Jay Baer breaks content marketing measurement down in an easy to understand framework. Simply put, you need to track consumption metrics, sharing metrics, lead generation metrics, and sales metrics. With key questions for each, Jay gives you a real-world way to track measurement.
And he goes on even further into detail with his interview with Pamela Muldoon. In the interview, Jay shares his thoughts on why empowering the sales team is vital to your content strategy and the importance of understand the math at every single step of the sales process.
Want more ideas on what metrics to track? SumAll gives a good overview of measurement in this article with these seven metrics:
Lead generation & subscriptions
And to round it all up, some great perspective comes from one of the queens of content marketing, Rebecca Lieb, with what to measure and some of the hurdles of each. Take a look at the article and her video here. Her parting advice?
Our thoughts on content marketing measurement? Pick your six to ten key metrics to track. And TRACK THEM! Focus your attention on content marketing insights and surfacing individual consumption insights to your sales team. That’s how content marketing becomes irrefutably irreplaceable—when the visitors’ path and engagement through your content is illuminated for your sales team.
So now it's time to start measuring. But how can you ensure that your audience shares your content? What about improved engagement? Or Increased page views and mobile readership? Don't be overwhelmed with improving your content marketing success. Take a look at our interactive guide to Cutting Through the Clutter by Activating your Content and find the inspiration to skyrocket your content marketing success!