Eighty-eight percent of marketers use content marketing—up by 2 percent from last year (86 percent). Seventy-six percent of them also plan to create more content in 2016, according to Content Marketing Institute.
However, measuring content effectiveness is among the top challenges faced by B2B content marketers.
Photo credit: Content Marketing Institute’s 2016 B2B Content Marketing Report.
Forty-nine percent of marketers use basic metrics such as clicks and downloads to measure the effectiveness of their content. Another 17 percent of respondents have no content effectiveness measurements in place at all.
Photo credit: Ion Interactive.
As a marketer, bringing tangible results should be our top priority. However, determining the success of content is not as simple as it appears.
While there are several metrics to dig into, there is no particular set of metrics to answer your questions.
With businesses allotting more of their budget to content marketing, marketers must align their goals with the results they want. Let’s learn about the metrics that determine the overall performance and health of your content campaign—not just those that are easy to track.
1. Longevity
You’ve spent time and resources creating great content. How long will that piece of content bring in traffic and leads?
Data from Bit.ly’s URL shortening tool shows that the half-life of their links is just a few hours. The links created by their tool drive 50 percent of their potential clicks in roughly three hours.
Photo credit: Bit.ly.
This metric predicts the time the content piece will bring in active engagement.
2. Retention metrics
3. Time engaged with content
4. Audience contribution
5. Reduced purchase time
6. Backlinks from thought leaders
7. Cost effectiveness
8. Leads per keyword
9. Sales from content marketing
10. Production cost
11. Promotion cost per piece
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