In content marketing, the metrics you should measure depend on your goals. If boosting brand awareness is the goal, look at new and returning users, unique views, backlinks and social media shares. Another content marketing goal is increased engagement. Engagement metrics vary depending on the platform. For blogs, time spent on a page and the number of pages visited per session are important. For social media posts, track comments, shares and follower growth. For email, track open and click-through rates, as well as subscriber levels. Another possible goal is lead generation. Blog traffic, pages visited per session, and form submissions are key metrics. As with engagement, email lead generation has its own metrics to analyze.
- If brand awareness is your goal, track new versus returning user traffic, unique views, and social media shares.
- Average time spent on page is a good indicator of engagement for a blog.
- Comments and shares are important metrics for social media, while open rate and subscriber growth are key for email.
"Many companies have pivoted to blogs, video, and even podcasts to drive conversions."