Conversion rate and sales tracking One of the most important and informative content marketing metrics for determining ROI is the conversion rate. Listen to the most downloaded B2B sales podcast in the world. Do you need more information on how to convince him? Demand Metric states that content marketing costs 62% less than outbound marketing and generates three times more leads. Either way, it's important to know how readers got to your content.
To find traffic sources for your blog or website, you can use a platform like Google Analytics. How is your content doing? Does Google recognize that you are the answer to the search engine's problems? With Google Search Console, you can determine how many impressions your content has received. The more impressions you have, the more people you'll reach. Ideally, once people arrive at your website, they should take the time to explore, digest some of your content and buy.
However, sometimes you'll see a high bounce rate because people leave your website immediately after being directed there. This could be due to slow loading, poor user experience, or content that is different from what you expected. It's important to know your bounce rate and then understand what's causing it. This helps you avoid spending all the time and effort creating quality content, only to discover that something on your website is discouraging potential customers.
Engagement metrics are effective parameters for understanding how well your content works in terms of solving your readers' questions (and, subsequently, attracting them). To find out how much traffic content generates for your site, you can use Google Analytics again. But how did they find out? A truly successful content marketing plan will attract new potential customers through engaging content. Authority isn't as easy to measure as most other metrics, but it's still important to try to increase your authority over time.
So, think of your metrics as nothing more than signals that help you discover patterns that lead to conversions. You can do this after activating e-commerce in Google Analytics by consulting the page value of all your content in the behavior section. For this reason, many companies, while admitting that their main content marketing objective is to generate conversions, make no attempt to track conversions based on content. While there are hundreds of specific metrics you can use to determine if your content marketing efforts are having enough impact to justify their costs, there are some metrics that are essential.
This information isn't available in Google Analytics, but if you have social media sharing buttons on each piece of content, they'll show you how many times that content has been shared on each platform. If you're measuring the ROI of content marketing, another important metric you should track is the performance of your content in searches. When you dedicate yourself to content marketing, you become the answer your potential customer is looking for. If you have qualified leads and you're encouraging them with the right content at the right time, some of those people should buy something.
Before deciding which marketing metrics to track, all members of your marketing team (and your client if you're an agency) should understand the objectives and key performance indicators (KPIs) of each content campaign. If you want to increase your brand awareness, you will use metrics that are different from those you would use if your main objective were to increase sales of a specific product or increase participation in your next event. And don't forget to include any external content that you had to pay for, such as images, video, audio, or other outsourced work. Don't forget to keep track of how much your content marketing program is costing your company, so you can determine how effective your overall efforts are.
Adding the following numbers to your content marketing metrics dashboard will allow you to better understand your performance and effectiveness. .