Content Marketing
Content Marketing MetriCs
A Field Guide to the Four Types of
Too often, content marketers tell themselves that they can’t accurately measure their results, or a tactic isn’t measurable, or that they don’t feel comfortable measuring content. These are defeatist statements, hanging over your content marketing like a dark cloud. If you find yourself falling into this camp, don’t fret: You still have time to get on the right track. This eBook will cover the four types of metrics that help marketers like you understand how your content impacts your business. We’ll take a look at the crucial metrics within each of these categories and show you how to use them to achieve your business goals.
ConsUMPtion MetriCs
sHaring MetriCs
LeaD generation MetriCs
saLes MetriCs
2
MYtH: Content marketers are in the publishing business. trUtH: Content marketers and publishers have very different goals.
As content marketers, we tend to think of ourselves as publishers. But there’s one significant difference to keep in mind — the end goal is action, not eyeballs. Measuring page views is only a place to begin. It’s time to dig deeper and get more from your content marketing. What we must learn to understand is that content helps achieve business objectives, not content objectives. Creating valuable content is the means, not the end.
3
ConsUMPtion MetriCs
Just starting to set foot in the lush gardens of content marketing measurements? Consumption metrics are the place to start. Typically the easiest measurements to set up and understand, they answer the question:
How many people viewed, downloaded or listened to this piece of content?
In addition to affecting other metric categories, consumption metrics help you measure brand awareness and website traffic. Some of the more prominent consumption metrics include: Page views: These are easy to measure using Google Analytics or a similar web analytics program. Video views: YouTube Insights and similar data
A Field Guide to the Four Types of
Too often, content marketers tell themselves that they can’t accurately measure their results, or a tactic isn’t measurable, or that they don’t feel comfortable measuring content. These are defeatist statements, hanging over your content marketing like a dark cloud. If you find yourself falling into this camp, don’t fret: You still have time to get on the right track. This eBook will cover the four types of metrics that help marketers like you understand how your content impacts your business. We’ll take a look at the crucial metrics within each of these categories and show you how to use them to achieve your business goals.
ConsUMPtion MetriCs
sHaring MetriCs
LeaD generation MetriCs
saLes MetriCs
2
MYtH: Content marketers are in the publishing business. trUtH: Content marketers and publishers have very different goals.
As content marketers, we tend to think of ourselves as publishers. But there’s one significant difference to keep in mind — the end goal is action, not eyeballs. Measuring page views is only a place to begin. It’s time to dig deeper and get more from your content marketing. What we must learn to understand is that content helps achieve business objectives, not content objectives. Creating valuable content is the means, not the end.
3
ConsUMPtion MetriCs
Just starting to set foot in the lush gardens of content marketing measurements? Consumption metrics are the place to start. Typically the easiest measurements to set up and understand, they answer the question:
How many people viewed, downloaded or listened to this piece of content?
In addition to affecting other metric categories, consumption metrics help you measure brand awareness and website traffic. Some of the more prominent consumption metrics include: Page views: These are easy to measure using Google Analytics or a similar web analytics program. Video views: YouTube Insights and similar data