How do you quantify content marketing initiatives?

CMI (Content Marketing Institute 11th Annual B2B Content Marketing Report) shows that most content marketers are at 81%.

With the proper framework and commitment to measuring results, all metrics in this chart can be tracked. But you should not measure something simply because. It should be reflective of the goals that you are trying to achieve.

If your goal is nurturing leads to become customers, then you will be looking at metrics such as email engagement. It’s the best channel for nurturing leads. You will also look at the prospect’s journey to becoming a customer. What content are they reading? Are they able to move on to the next step?

These are the questions you should be able to answer when quantifying your content marketing.

Quantifying Content Marketing: What? When? How and Why

First, you need to create a framework. Your content strategy is one of the essential parts of this framework. You must have one before you can measure. Why? A content strategy is your guide. It defines your goals and how success should look by defining KPIs (key performance indicators).

Based on your goals, which metrics are most important to you? There are many options, but you need to focus on the ones that provide transparent performance information.

Consumption Metrics

These measures show how and what your audience consumes. These metrics can provide valuable insights into popular topics and types of content. These metrics are the most important: unique visitors, pageviews (total or individual), time on site, bounce rate, and frequency.

Metrics for Engagement

Next, metrics will add context to your consumption. While you are learning how people view your content, it needs to be more relevant and exciting. While you can make general assumptions based on time on page, page views, and other factors, the Audience Overview in Google Analytics goes deeper.

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