Nowadays, content marketing is one of the most important strategies that businesses utilize. After all, consumers are always looking for quality content and information whether it be the latest news or the Super Bowl odds and any other relevant topic that might interest them. They also expect from businesses to provide them with relevant content at all times.
Therefore, when companies create a content marketing strategy they have to make sure that their efforts are producing viable results. The best way to determine that is to track vital content marketing metrics. With that in mind, here are a few of the most important content marketing metrics every business should be tracking.
What are some of the most important content marketing metrics businesses should be tracking?
Some of the most important metrics to keep an eye on include:
- Social shares
- Organic traffic
- Click-Through-Rate (CTR)
- Customer retention
- Bounce rate
- Time spent on page
How can businesses ensure they are tracking the right metrics?
Simply put, your content marketing strategy is designed to help you reach specific business goals and objectives. By choosing the right metrics that will indicate whether or not your content marketing is doing what it’s supposed to do, it means you’re looking at the right things. Choosing the right metrics comes down to determining what you expect from your content marketing strategy to achieve and monitoring KPIs that will indicate the progress.
How can businesses make sure their content marketing strategy is on track?
Content marketing metrics can tell you a lot of things but you must be able to interpret the data in order to determine if your strategy is right on track. For example, when you’re measuring organic traffic you may se an increase in website visitors. But where are these visitors coming from? Are they coming from social media platforms where you published your content recently or are they coming from sources unrelated to your content?
The same goes for bounce rate. If you’re having a high bounce rate you must determine why visitors are bouncing to begin with. For instance, are they bouncing after landing on your home page because they dislike the design or are they bouncing after spending some time on your content pages? Digging deeper into data metrics produce can tell you more about your content marketing efforts but you must first know how to read and understand the information metrics are providing you with.
Content marketing metrics are of vital importance to any business. They can tell you if your strategies are bearing fruit or not, which is why you must monitor how your campaign is progressing at all times so that you can make the necessary changes when needed.