Content marketing can be a powerful tool that helps build awareness, drive leads, and increase revenue. However, for a content marketing strategy to be successful, there must be a method for measuring results.
Data is the backbone of any quality content strategy. Therefore, it is essential that you make a plan that includes specific goals and that you measure your content marketing efforts against these goals. To do this, you must establish which metrics you will focus on.
Let’s take a look at five essential content marketing metrics you can use to measure the success of your content marketing efforts.
#1: Organic Traffic
One of the baseline metrics that helps indicate how well your content marketing strategy is performing is the amount of traffic your website receives from organic search. Measuring organic traffic is simple. You can filter your website traffic by channel through Google Analytics, choosing to isolate traffic coming in from organic search.
Keep in mind this is simply a tertiary look at how many visitors are landing on your website from organic search. This metric can help you understand when your organic strategies are increasing traffic, but it does not indicate the true success of your campaign. Organic traffic isn’t the end all be all.
#2: Time on Site
Even if your website is increasing your organic reach, traffic alone is not enough to indicate the success of your content strategy. Clicks alone are a vanity metric if they don’t result in engagement.
You should also be measuring the following:
- Time on site: This number will help you understand how well your website performs.
- Time on page: Going a step further, time on page will help you see how individual pages are performing.
Both metrics help you understand whether or not the keywords you are targeting are drawing in the right audience for your business goals. For example, let’s say that you are driving thousands of new visitors to your website through content marketing strategies. However, when you dig into time on site, you realize that all new visitors leave immediately, indicating that you are targeting the wrong keywords.
#3: Conversion Rates
The goal of content marketing is to drive qualified leads to your website. It’s not about simply flooding your website with visitors—you want those visitors to take a specific action. To measure this, you can use conversion rates.
To calculate the conversion rate, divide the number of conversions by the total number of visitors to your website.
For example, if you have 500 visitors in a month resulting in 50 newsletter signups, you have a conversion rate of 10%.
You can measure the conversion rate for any desired action you want your website visitors to take. You’ll usually set up multiple conversion goals to measure, targeting different portions of your sales funnel.
#4: Keyword Rankings
To drive organic traffic to your website, you need to rank for effective keywords to drive your business goals forward. There are two key things to keep in mind when measuring your keyword rankings:
- Keyword difficulty: This is the measurement of how difficult it is to rank in Google’s organic search results for specific keywords. Understanding keyword difficulty can help you build the right strategy.
- Keyword positions: You must continually monitor your rankings for specific keywords. Rankings can change over time, and understanding your position will help you correlate this to other trends, such as conversion rates.
#5: Domain Authority
The stronger your domain authority, the easier it is for you to rank for important keywords. When measuring your website’s domain authority, start by looking at the overall domain rating, which shows the strength of your website’s overall backlink profile. Then, you can measure your domain authority using online tools like Moz or Ahrefs.
Additionally, you can use these tools to measure individual URL ratings, which indicates how strong a backlink profile is for a specific webpage.
Combined, these metrics help you understand how well your backlink strategy is performing and can give you insights into why specific pages continue to rank poorly for keywords.
Set Goals, Measure, & Track Your Success
A content marketing strategy is only as strong as your ability to measure and track your success. Find out more about how you can set goals, measure your progress, and adjust your strategy with the help of 434 Marketing. Contact us today.