This guide will discover the five categories of data-driven analytical insights that drive content marketing performance and measurement. Making sense of complicated data sets is becoming a more significant issue for content marketers. Executive decision-making and implementation frequently have a paradoxical relationship since they often cannot process the data. 94% of organizations consider data to be essential to their expansion. However, 63% of workers say it’s challenging to process data promptly.
However, deep analysis is necessary for businesses that want to remain competitive in digital publishing. Although there is much content analytics, some of them don’t accurately depict the effect your content is having. Likewise, in 2022, it is particularly crucial to focus on metrics like traffic, engagement, and conversions that reflect the actual value of your content.
Need help growing your brand? If so, you should take iMetaDex company service to help your digital marketing staff adapt to a constantly changing SEO landscape. With cutting-edge technology and structured data knowledge, the iMetaDex team assists you in achieving your online business objectives.
This guide will cover some of the necessary metrics you must pay attention to when setting a budget for content marketing in 2022 to ensure that your money is used wisely. So let’s get started.
What Do Content Marketing Metrics Mean?
Metrics for content marketing assist your agency in understanding and monitoring the effectiveness of your content strategy. For instance, metrics might show how well a client’s material performs on social media, how much traffic it brings in, and whether any purchases or leads result from it. It is feasible to track various metrics depending on the content generated.
In most circumstances, excellent content marketing metrics are applicable, practicable, and simple to measure. For instance, now let us examine more knowledge of what the key takeaways for content marketing objectives are.
Setting Content Marketing Objectives: How Important Is It?
Building brand awareness and customer loyalty are just two of the many advantages content marketing has for the company you represent. The results of your content marketing efforts may not be immediately apparent. You can be sure that your efforts on behalf of your client have the desired effect on your business by establishing goals for your content marketing plan.
Deeper customer awareness is made possible by partner peer insights on marketing data and analytics, giving you a competitive advantage and demonstrating ROI.
Data Evolution: A Tale of Conflict and Opportunities
A complex picture is presented by data analysis as it relates to content advertising. However, it is expected that both the availability of information and its usage in content advertising will grow tremendously in the upcoming years and many years.
- According to 66% of business owners, content advertising spending will increase overall in 2022.
- According to 81% of business owners, content is a “key strategy” for their organization.
- Manufacturers must only use first-party information, according to 85% of clients.
- In regards to information privacy, 86% of customers report feeling uneasy.
These statistics highlight the opportunities and difficulties of a world where access to information is widely available, but its application is constrained. When weighing conflicting factors, content entrepreneurs find themselves in a dangerous position. As a result, first-party analyze data is increasingly being used as the primary factor in making decisions in the digital space.
What are the ways content marketing can use analytics and data?
Content marketers can manage a digital environment where user interests can change in something more than the time it takes to pronounce “world wide web,” thanks to access to historical and real time data.
Consumer preferences are influenced by a tremendous cacophony of factors, from current politics to fads in popular culture.
Data-driven strategies act as a sort of defense mechanism against this uncertainty. They allow advertisers to change their content strategy by monitoring certain user behaviors and using the appropriate platforms. Furthermore, comprehensive CDPs (consumer data platforms), combining inputs from several sources, have replaced point solutions.
To generate insights without the direct engagement of data scientists, these apps frequently contain automation and AI (artificial intelligence) methods.
What are some of the essential metrics to monitor for content marketing?
In addition to driving organic search traffic, content marketing helps your business establish its brand and position as a thought leader in its field. Despite this inherent difficulty, agencies should utilize a variety of indicators and KPIs to gauge the success of their content marketing plan for a client.
In addition, this section will cover almost five essential metrics you need to monitor if you want your clients’ money to be well spent on content marketing. So let’s get started.
Metrics for website traffic
The foundation of your online business is traffic. If your content isn’t generating traffic, you won’t have the visitors to read it, let alone convert it into leads and customers.
So, to evaluate content marketing, traffic is crucial. You should use the following content marketing KPIs when considering your website traffic:
Users/unique page views –This content metric shows how many different people have accessed your material overall.
Page views– The amount of times your work has been seen overall is determined by page views.
The information from these content marketing analytics can determine how much traffic is sent to specific articles on your website.
Google Analytics for content marketing – You can obtain all of these engagement indicators by set up google analytics. Google Analytics measurements can provide various data that can be translated into valuable insights, despite its flaws. For example, you could use the information to demonstrate:
- What information to emphasize
- Whether or whether your audience is reading your article
- If they are browsing at further content after reading a blog article
- Whether they return
Some of the best Content Marketing Analytics Tools
Specifying your content marketing objectives before choosing the tool that will work best for your company will help you determine which product best fits your brand and marketing tactics.
You may also make custom reports and use attribution reporting to link all client interactions to particular records and events. Some of them are as the following :
With this patented, powerful tool invented by iMetaDex (to maximize SEO), you can ignite your business marketing. To assist businesses in becoming indexed by popular search engines like Google, Bing, and Yahoo faster and more robustly, iMetaDex developed this new SEO solution.
One of the top systems for content marketing analytics is HubSpot. It can extract real-time data and insights into tailored reports for your team and features an intuitive dashboard.
The technology can initiate touch points, analyze consumer behavior, and track customized interactions to determine whether a conversion would be feasible.
You may also make unique reports and use attribution reporting to link all client interactions to particular records and events.
Buzz Sumo assists you in visualizing current marketing trends by examining your content and identifying strategies to make it more relevant to particular audiences.
This might assist you in identifying trends to discuss in your content strategy and understanding customer concerns. Additionally, Buzz Sumo allows you to personalize your feed and reports.
By linking user behavior to current traffic measurements, Clicky keeps track of user activity and assists you in identifying crucial points in the customer journey. It also offers heat maps and a user-friendly interface to view your metrics and outcomes.
Google Analytics, one of the most popular content marketing tools, enables you to combine your content analytics with every other feature of your Google business tools. The performance of campaigns and content marketing is improved with Google Analytics 360.
In this way, you can compare the effectiveness of your content marketing campaign with that of other areas of your business in one place.
How does Google determine whether a user has previously visited my site?
Cookies are used by version of google analytics to separate user data. Since Google Analytics does not always provide correct statistics, it is crucial to remember how it tracks people. Users are counted as separate users if they access a website using different devices or browsers, erase or block cookies, or use Incognito or Private browsing.
Search engines will typically be your primary source of traffic. Therefore, you must monitor content marketing indicators showing whether your SEO efforts succeed.
Monitoring the percentage of your traffic that originates from searches is one method. However, this information is insufficient to determine how well your website performs in search engines.
The SERP (search engine result page) ranking for your target keywords should be one of the most crucial content performance metrics you monitor.
You’ll need a rank tracking tool like SERP Watcher to monitor and view this content measure. It is a simple, user-friendly, and reasonably priced device that makes it simple to assess how well your content is doing in search results.
Gaining visitors is one thing, but keeping them engaged is quite another. Traffic statistics don’t tell if people are reading and engaging with your content; they only show that they are discovering it.
Therefore, one of the content KPIs in your reporting should be engaged to ensure that your content is genuinely valuable to your audience.
For illustration, you can monitor how long visitors stay on your website, how many pages they view during a session, and what proportion of visitors leave your site without further action.
Metrics for Mobile Apps
You can better understand your growth and marketing ROI by monitoring these crucial mobile app KPIs. And they’ll assist you in determining precisely where you can enhance the user experience to produce an app that users adore and regularly download.
Average time on page – If visitors are only skimming your content and don’t stay long enough, it may be a sign that it isn’t fascinating. Additionally, you must put in a lot of effort.
Behavior flow – This helps you comprehend how a visitor moves through your material, beginning at the point where he entered and ending where he left off. It could be necessary to improve the pages leading to the most exits.
Bounce rate– The number of visitors who depart after viewing only the first page of your website, indicating that they did not browse any additional pages. Again, you should make content that receives a lot of bounces better.
Pages per visit – The average number of pages determines how useful you should consider most of your material to be.
Shares and likes on social media – This involves monitoring shares, retweets, re-pins, and other activity on your target social media networks.
Comments – Another indicator of engagement is the number of responses to your material. You can acquire ideas for fresh content to increase engagement by reading those comments.
But the kind of your company and the quality of your content significantly impact social media engagement.
Visitors convert when they respond to your call to action and show interest in your offer. Depending on your main objective, it can entail subscribing to your newsletter, requesting more information about your service, or adding an item to your cart and checking out.
However, there isn’t a clear connection between content and conversion. Additionally, very few visitors will immediately inquire about your services or buy your goods after reading a fantastic piece of content.
Lead generation – This content marketing measure will enable you to link specific content pieces to new leads. Your marketing automation and analytics software display how many new leads you have generated from each piece of content on your website.
Influencing existing leads – You also need to understand how frequently a lead needs to interact with your content before purchasing if you want to turn them into consumers.
Lead quality/score – Lead quality is equally as crucial as lead quantity. Therefore, you must not minimize the significance of lead qualification. A metric should be in place to evaluate this.
Revenue influenced– Analyzing how much of your income is generated by clients who got to know you through one of your content pieces or who have read your content at any stage of the cycle is referred to as revenue influenced.
The conversion rate of the funnel– Conversion rates at each step of the content funnel should be tracked to evaluate the success of your content marketing strategy.
You can comprehensively understand how content success affects the bottom line by combining an analysis of crucial content marketing KPIs across the content funnel.
Metrics of brand authority
Credibility is one of the hardest intangibles to quantify in content reporting, yet you still need to evaluate it over time. It is a gauge of your brand’s perception, awareness, and dependability.
You will have greater leverage and influence with prospects the more authority you possess. Compared to the other goals we outlined, its construction takes the longest.
There are a few approaches to roughly estimate your website’s authority to evaluate your content marketing efforts, albeit none are ideal.
An excellent indicator of your brand authority is the quantity and caliber of websites that link to your content.
An instrument like Link Miner can assess the quantity and quality of your backlinks. To view all of your backlinks, enter the URL of your website or a particular page URL to view backlinks exclusively to that page.
Followers on social media
Monitoring the size of your following on social media over time is another reliable indicator of brand growth.
It’s difficult to measure and comprehend blog metrics and content performance. There is no quick fix or miraculous potion. However, you may confidently move in the proper direction if suitable content marketing metrics have been predetermined. Over time, analytics property and measurement adoption will help your company succeed in a cutthroat market rather than just survive it.
Whether you need advice or assistance with your content marketing strategies, the marketing company iMetaDex demonstrates the distinctive worth of your company in search by utilizing structured data. So that you can concentrate on other areas of your company’s portfolio.
Remember not to place an undue amount of emphasis on any one content statistic when reporting on content. Typically, a mix of various content marketing indicators explains the entire picture.
To learn more about iMetaDex™, click here.