5 Unbelievably Easy Content Marketing Metrics

In god we trust everyone else must bring data

W. Edwards Deming
Just like other aspects of business, metrics are crucial in measuring your content’s effectiveness. Metrics allow companies to determine their readers’ engagements, their content’s virality, and their content’s potency in driving sales. Here are 5 metrics that you can use to measure your content’s performance:
 
  1. Pageviews per Visit

    By identifying the number of pageviews your reader goes through per visit, you can indirectly assess his or her interest in your website. Generally speaking, the more pages your readers surf through, the more interested they’re in your products or services. You can create a Google Analytics goal for pageviews per visit by considering 2 pageviews per visit or any other preferable amount of pageviews as a goal. This will help you determine how engaged your visitors are with your content.
  2. Time Duration

    Similar to pageviews per visit, time duration is also a potent indicator of engagement. Generally, the longer a person stays on your website, the more engaged that person is with your content. Moreover, depending on your content, the desired time duration varies. If your blog posts are roughly 500 words long, you should expect minimal time duration of 1.5 minutes. Anything less than that means that your visitors only skimmed through your content without really reading it. Additionally, just like pageviews per visit, you can create a Google Analytics goal for time duration.
  3. Return Visitors

    The percentage of return visitors can further help you ascertain your content’s engagement. The more return visitors you have, the more loyal readers you have. Hence, it’s important for you to assess your content’s return visitor ratio periodically. If a vast majority of your readers are new visitors, you may want to come up with a new content strategy to encourage your new readers to revisit your website. After all, it’s much more costly to attain a new customer than to maintain one. Therefore, if you’ve already induced a reader to visit your website, it’s cost-effective to ensure that visitor frequent your website in the future.
  4. Retweets

    The number of retweets reflects your content’s virality. Undoubtedly, the more retweets you receive, the more exposure you’ll receive. Hence, it’s important to see how many retweets you acquire regularly because if the number is low, it says something about your content. It either means that your readers aren’t consuming your content or they don’t find it useful. Either way, you have to make improvements by identifies article topics that your readers are interested in or sharing content at optimal times so that your readers will consume it.
  5. Bounce Rate

    Bounce rate refers to the percentage of visitors who leaves your website without visiting a second page. If you have a high bounce rate, it means that your readers aren’t interested in learning more about your company and products or services. To improve this situation, you can include more on-page links to encourage your readers to visit your other blog posts, attach call-to-actions above-the-fold or at the bottom of the page, or recommend articles that may interest your readers to induce them to consume other articles or visit other webpages.
 
Measuring your content performance is just like examining your stock returns, profit margin, or your annual revenue – it’s the only way for you to identify weaknesses and produce ways to overcome bottlenecks. By quantifying your content’s results based on the 5 metrics above, you can firmly identify your content marketing’s outcomes. This will help you identify areas where you lack and come up with tactics and improve your situation.