27 August 2022

Content Marketing Metrics to Drive Your Goals

A focus on engagement across social media channels is vital, but are you actually converting your audience to potential customers? To get the most out of your digital marketing efforts, there are various other factors to consider in measuring your successes. Thus, your content marketing strategy should aim to address your target audience and drive you towards your main objectives. 

To help you refine your marketing approach and lead your brand to valuable outcomes, we’ve put together our Top 3 Content Marketing Metrics to monitor your content’s performance and continue to work towards your goals:

  1. Web Traffic Sources

Website traffic is one of the most important factors for many brands. Yet the main focus is to know your audience and where your visitors are coming from. This will tell you a lot about your target demographic and their preferred channels. Focusing on consistency in creating great content can ultimately lead to higher rankings in search engine optimization to increase your website’s visibility and continuously lure new followers. Main web traffic sources include:

  • Social media channels linking to your website
  • Referrals from other sites or partnerships
  • Organic searches from web search engines
  • Email marketing newsletters
  • Paid searches through ads
  1. Social Shares

These are social media engagement metrics which include the number of likes, comments and followers. Even though those metrics look good and prove your social presence, they are hard to measure your return on investment. If your brand goal is to increase brand awareness, then social shares are a great testament that your content is doing well and resonates with your audience. Engaging with your followers and personalizing your communication can eventually convert your fans to loyal customers. 

  1. Time on Page

Time spent on your page evaluates the quality of your content. This will measure if your brand is meeting your target audience’s needs and providing answers to their demands. Google Analytics presents you with the Time on Page metric so you can determine whether your audience is actually reading through your content or just browsing. It’s also a good factor to determine the average time people are connecting with your content and actively consuming it. This is a great metric to determine your most engaging content and focus on them to keep improving your user experience. Embedded videos and graphics are also essential in engaging your audience longer, leading to customer acquisition and retention. 

These content marketing metrics tell you a lot about your audience and help analyze your strategy. Quality content is the main key. Continuously auditing your content and what you’re creating will help you connect to your audience’s needs and search intent. Make sure you’re presenting relevant and up to date content, then use these metrics to learn and grow.