It’s hard to measure the success of your digital marketing content campaigns when you aren’t sure what data is important. Even organizations that pay to scrape big data have a difficult time deciding what metrics are an accurate reflection of their success. Throughout this blog post we’ll teach you how to track and forecast your marketing ROI using 4 essential digital marketing content metrics.
During the creation of a content strategy, goals are set. The only way to ensure that you are meeting those goals is to monitor the performance of your digital marketing content. By analyzing the performance of each content piece, you will gain key insights that will allow you to modify your existing strategy for greater success. These content marketing analytics metrics become your KPIs or key performance indicators.
Views are one of the easiest metrics to track. By monitoring views, marketers are able to identify which content pieces are in front of potential customers most often. Popular viewing metrics involve tracking which types of content pieces are clicked most often, which authors receive the most views, and which keywords/products/services people are interested in reading more about.
When people sign up for a subscription, it is a good indicator that they value the content you are creating. Pay attention to whether contact frequency has an impact on subscription rates. Also remember to track subscription opt-outs. A noticeable shift in opt-outs can notify you that your content may need modified.
This metric is key to understanding engagement. It is important to determine if people are spending enough time on the website to actually read the entirety of posted content or if they are abandoning content once they see it. If you notice that people are staying on certain pages or content pieces for very short amounts of time, you may need to make a change.
While this may be the most obvious metric, many people don’t know how to accurately track conversions. Some visitors may not need to read much, if any, content to convert. When using conversions to monitor content performance, it is important to determine what percentage of sales can be attributed to added content. By tracking this, marketers can learn which types of content pieces are viewed most by contacts that actually convert. Once that is established, more focus can be put on those types of content pieces.
The more you understand visitor behavior and interests, the easier it will be to create content for them. Performance tracking will give you the ability to make changes quickly to your content strategy. These insights will allow for you to positively impact visitor engagement and conversions and save time during future content creation.
Remember to stay consistent. Without consistency, digital marketing content can fall short even when the subject matter is stellar. After all, it’s hard to start watching a movie halfway through and understand what’s going on. The same applies to the digital marketing content you distribute. Paying attention to how clients interact with your brand can give you a lot of insight on how to communicate with them.
In the event that you lack the technical capability track data for your marketing campaigns, it’s time to invest in marketing automation tools. Not only can marketing automation software help empower your sales team with powerful metrics, it can also help you manage your resources and make smart marketing decisions.
To learn more, download our free white paper: Marketing Automation Match-Up: 5 Marketing Automation Tools Put Head to Head
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