Key Metrics to Measure the Performance of Content Marketing

Key Metrics to Measure the Performance of Content Marketing

seo and digital marketing services

Content Marketing is used in all sectors to develop awareness and familiarize the public. However, many companies are still trying to choose the best way to measure their success. Marketing teams need to justify their resources to produce quality content that can enhance their rate. In this post, I’ll talk about a range of metrics that can help you show the value of content marketing and why goal setting is an essential step during this process. OmTec Web provides the best seo and digital marketing services for your business.

Let’s talk about these points.

1. Traffic via Source/Medium

2. User Behaviour

3. Impressions and CTR

4. Content Shares and Backlinks

5. Keyword Rankings

6Lead Generation

1. Traffic via Source/Medium

For many content marketing professionals, site traffic is an important measurement when it comes time to report. However, there are many different ways to evaluate traffic metrics.

Perhaps most users access your blog via an email newsletter sent out monthly or newsletter. Whatever the reason you do, know how they access your blog content.

You can also examine deeper into traffic metrics by using the report on Source/Medium in Analytics. Take the time to look at your organic traffic compared month-over-month or year-over-year to gauge your success.

If your site focuses on social content distribution, consider how referral traffic has grown over time. 

  • Tools to use: Google Analytics / Other Analytics Platforms
  • How to Find It: Google Analytics>Acquisition > All Traffic > Source/Medium or Channels

2. User Behaviour

By themselves individual, the user behaviour metrics won’t display much. The amount of traffic your website receives is like how successful you can get people to click on your links, instead of how good your content is.

Users are engaged with your site’s content, and it is essential to know how long they’re on your website. The goal is to keep them on your website to read more of your articles as long as possible. 

I like keeping in mind the following indicators within Google Analytics:

  • Timing on the Page
  • Bounce Rate
  • Pages/Session
  • New and Returning Visitors

Want a significant amount of page views per hour, a longer average duration of the session, and a significantly lower bounce rate.

3. Impressions and CTR

Alongside user behaviour and traffic, you should also keep track of click-through and impressions within Google Search Console. 

It’s not the complete performance report; it will tell you if your content is performing well or time to change it. Rankings aren’t fixed and can differ a bit, but when monitoring your position in time, you’ll want to know whether it’s static or growing. Which indicates you’re building trust and authority. You can utilize the Google Search Console to determine the keywords you’re ranking for and keep in mind how your rank changes with time.

4. Content Shares and Backlinks

The primary objective of all content assets is to create value for viewers. While no metric will show this concept, backlinks and social shares and helps determine whether or not readers want to extend your message to personal viewers.


If you’ve got blog posts that were shared more on social networks or an infographic featured in several top industry publications. The content metrics are essential, especially when trying to gain awareness objectives.

5. Keyword Rankings

Be sure to keep track of your essential keywords and examine rankings every month. It involves some research on keywords to determine the most important keywords that you’re working towards. 

Ranking improvement is a fantastic method of letting people know how your content strategy is performing, mainly when there are highly competitive and highly vital words and high-value you’re working on. Showing improvements over time will inspire stakeholders to be excited about their progress and desire to go ahead.

6. Lead Generation

Last but not least, content marketers have to look at the number of leads their content generates. Many marketing professionals prove that content leads to acquisition goals and enables goals to secure budgets.

Teams can then utilize Analytics segments to measure the number of conversions via the blog.

In addition to the number of leads converted and leads generated through content assets. The fact that you can bring qualified sales or marketing leads will be more significant in determining the performance.

The importance of setting Content Marketing Goals

When setting goals for your marketing content plan, the most important thing is to establish realistic expectations. Use the past to determine the feasible goals considering your budget and the team’s bandwidth. Establish or revisit the goals with your team’s leadership to ensure you’re all on the same team. Most B2B marketers focus on the top of the funnel goals, such as promoting brand awareness, education, and creating credibility. However, this shouldn’t hinder your options. Teams are also achieving ways to use content to attract leads, grow subscribers, boost attendance at events and bring in revenues.

Conclusion

While the metrics you choose to highlight are mainly dependent on the program’s objectives like SEO, content marketing, digital marketing etc., this checklist will provide you with a starting point for your journey into measuring content performance.