It’s essential in digital marketing to align your KPIs with your organization’s overall goals. This blog will address how to decide on the right key performance indicators to measure, as well as reviewing some of the best digital marketing measurement tools out there to properly measure content marketing ROI.
First, define success and then you can define the right metrics
Success needs to be aligned with something quantifiable and achievable. Here are some examples of possible useful metrics from the Content Marketing Institute.
Every organization is different and their perception of success is unique. For me, I love the following quote from Vishal Khanna, director of digital marketing for Wake Forest Innovations:
“I started doing this one simple thing where I’d go to work every morning and I’d say, “How am I going to drive revenue today?” It was a real simple statement, but that ended up driving my choice of those 85 hats to wear within the next four hours of that morning. It was extremely helpful. We’re a small group as well, so thinking that way helps use that limited amount of time and resources.”
I personally think it comes down to focus, flawless execution, smart testing which drives accelerated learning, then repeat.
Let’s explore some of the most popular content marketing metrics, lead generation, and sales enablement
Metric 1: Lead Generation
The ultimate goal is to make your content marketing program a true driver of revenue. To achieve this you need to identify what behavior you want your prospect to take after absorbing your content. You need a strong and compelling call to action to get them to take the next step in the process.
- Consumption Metrics: How many people are consuming your content and how frequently. Which types of content are pulling the best numbers and what channels are performing? Are they new visitors or repeat ones.
- Click-throughs: Every piece of content must include a clear call to action. It should be clear and compelling, and measuring the click-through rates on those links is critical to understanding how your content is generating and converting leads.
- Conversions: Once you have the clicks, conversion takes center stage. Compare how many of those leads are qualified and can be converted into clients. Have well thought out criteria for rating the highest quality leads and their specific characteristics.
Metric 2: Sale Enablement Metrics
Sales enablement and lead generation go hand in hand when it comes to content marketing metrics. It is absolutely imperative to use content as a vital part of the sales process. You should set up metrics around how your content is actually affecting sales enablement.
- Sales conversion rate: Ideally, you’ll find that sending content to leads builds trust and credibility by directly addressing their objections, pain points, and questions. The end result should be a higher conversion rate.
- Sales cycle: If your content is performing, it should help your team accelerate the length of your average sales cycle. Track to see if leads consuming your various types of content are closing at a higher rate.
- Contract size: Compare the contract size of clients who were nurtured with content against the contract size of clients who weren’t.
- Average value per customer: You can best measure this by looking at the incremental lift in value that can be attributed to content marketing campaigns.
Smart content marketers understand that to be competitive, their decisions need to be data-driven. That said, there are a number of excellent content measurement tools you can use. Now, let’s take a look at some of the best tools (in my opinion) to actually measure your content’s effectiveness very well. The following are some of my favorite digital marketing measurement tools.
Google Analytics should be the most essential tool in your toolkit. Google Analytics both measures your website performance, as well as your content effectiveness. Without doubt, it is the best analytics tool out there. It provides not just the numbers, but a comprehensive picture of what’s happening in terms of all aspects of your digital marketing.
- Who are your visitors?
- How are they getting referred to you?
- Where are they going to after their visit to your site?
- What topics are they finding the most compelling?
- How much time are they spending in one session?
- How many pages are they then viewing in one session?
- Which content are they downloading and sharing?
This is one of my absolute favorite free tools. Buzzsumo analyzes what content is performing best across the digital landscape. When I come up short for a blog idea, I always go to Buzzsumo to discover what’s trending. It’s also an excellent tool to identify the top influencers are on a particular topic or niche.
This additional tool from Google allows you to do all sorts of interesting analytics. For example, through using the Fetch & Render feature you can vastly accelerate the time to get your content indexed. What used to take a week can now be accomplished in hours
Other top uses include:
- Tracking keywords that your website has been ranked for
- Tracking the number of backlinks
- Identifying broken links and 404 errors
- Providing insight into different types of error messages (more importantly, how to fix them)
Buffer is a planning and analytics tool for measuring your social media impact. What’s particularly nice about Buffer is that even with the free version, you still get access to stats from Facebook, Twitter, Google Plus, and LinkedIn. For deeper analytics, there is also a paid version. The user interface is very intuitive and easy to use. I like the fact that I can get a view of my social media efforts across platforms versus just one. In addition, Buffer can post content automatically across all your social media outlets.
This is the ultimate free business dashboard. It literally connects all your programs and shows a holistic view of your effectiveness. What I especially like about Dasheroo is that integrates all of my marketing platforms and programs. It’s a relatively new tool, but well worth checking out.
I would like to conclude by sharing with you my favorite infographic from Curata. This is the best overview I have ever seen on content metrics. Please share this one with your colleagues!
Thanks for reading!
Related Article: The Best Google Analytics Dashboards: 7 Insights into Behavior Flow