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How To Measure Content Marketing Performance?
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Rachna Sheth
  • July 6, 2022

Content marketing is a strategy utilized across sectors to generate awareness and educate audiences; yet, many businesses are still trying to figure out how to accurately quantify the content marketing performance of their content marketing efforts.

So, how to check content performance? You must have clear objectives and a well-thought-out strategy for your content marketing to be successful. Once you have a strategy in place, you need to record it and monitor your progress to see whether it is working.

Semrush reports that 84% of firms have a content marketing strategy, but only 11% consider it outstanding. That shows – why you need to hire a content marketing agency.

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What Is Content Marketing, And Why Does It Matter?

Let’s take a moment to review what content marketing is all about before moving on to how to measure content marketing performance. Content may come in various forms, including Websites, blogs, social media, E-mails, Videos, etc. 

The easy (but difficult) process of disseminating your brand’s message is at the heart of many content marketing strategies. Conversions aren’t the primary goal of most content marketing campaigns; instead, the focus is on building relationships and raising awareness of a company’s brand. Given its importance as the foundation for a successful funnel, it must be executed flawlessly.

For Content Marketing, There Are Few Kpis To Keep An Eye On:

In this piece, we’ll look at five key performance indicators for content marketing performance. These metrics allow you to monitor the success of your content and ensure that what you’re doing is effective.

However, suppose you are still not aware about how to check content performance. In that case, you must consider hiring a content marketing agency.

1: Behaviour of Users

Measuring the activities of users does not show anything by itself. Nevertheless, when combined with other data (such as traffic performance), they might give marketers guidance about reader engagement and content effectiveness.

We prefer to monitor the following Google Analytics metrics for content marketing performance:

  • Time spent on page
  • Rebound Rate
  • Pages/Session
  • New and Repeat Visitors

Though these indicators are unlikely to be your only measure of success, they may (and should) be utilised to tell the narrative of your content’s performance. For example, you may assess whether a blog article suits the objective of searchers if it attracts readers organically and they spend considerable time reading it.

2: Content Sharing and Backlinks

Each piece of information’s primary objective is to provide value to its readers. Social shares and backlinks are good indicators of whether or not people are prepared to spread your material to their networks, even if only one statistic can demonstrate this.

Several examples of content have been shared over 100 times on social media or picked up by many high-ranking sites, such as blog posts or infographics. These measures are important, but they are more important if your objective is to raise awareness.

The number of times your material is shared on social media may tell you a lot about how well it connects with your target audience.

The number of times a piece of material is linked to or mentioned on other websites or sources may be used to determine the worth of that content. Hiring a content marketing agency would help you focus more on your business activities than measuring content marketing performance.

For content marketing, there are eight KPIs to keep an eye on:

3: Rankings of keywords in search engines

Make a habit of tracking and analysing your most important monthly keywords regarding how to check content performance. Of course, you’ll need to research to develop a list of important keywords. 

If you’re targeting highly competitive, high-value keywords as part of your content strategy, seeing an increase in your ranking is a wonderful method to gauge the success of your efforts. It’s important to show progress over time so that stakeholders are motivated to keep going.

4: The generation of leads

Finally, content marketers must keep an eye on the number of leads their material generates regarding content marketing performance. To keep their marketing expenditures safe, demonstrating the impact of content on lead generation and nurturing is a must-have for many marketers.

Setting targets in Analytics is the first stage in evaluating performance. Requests for a demonstration, contact form submissions, and asset downloads are typical conversion opportunities. To track how many visitors originated from a blog or a resource centre, teams may utilise Analytics segments with the help of a content marketing agency.

5: Visitors to the site

The amount of site visits is an excellent indicator of how well your material is doing. As long as your bounce rate isn’t too high, having a lot of visitors is a positive thing.

If you are unfamiliar with the phrase, your site’s bounce rate is the proportion of visitors that leave after reading just one page on your site. A high bounce rate is a symptom that your site is dull or uninspiring, and your content isn’t excellent enough to keep visitors engaged.

 

Wrap Up

So, these are the metrics you need to focus on while searching for the answer to how to check content performance. If you want to work on your core business activities and don’t have enough time to check content marketing performance – hire a top-class content marketing agency. 

For more information, contact us at [email protected] or +91-9054331400.

Author

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Rachna ShethContent Marketing Manager

Rachna Sheth serves as a content consultant at NFlow Technologies. She holds a decade+ of experience in content writing and strategic planning. Apart from the said profession, she is a keen reader and poet. We welcome her creative writing and analytical thinking skills for blossoming our platform.

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