Measuring success is an integral part of your content marketing strategy. You’re hopefully already tracking a whole heap of metrics like leads, call-to-action click-throughs, retweets, engagement, and more. This is all great stuff! But we would be remiss to say there aren’t countless more metrics out there, all revealing a unique aspect of your campaign performance. Here, we’ve pulled together five of the oft overlooked metrics that can shed light on your content marketing performance, particularly when you find things aren’t working so great.
1. Marketing lead to customer conversion rate
As marketers, particularly in lead generation industries, it can be very easy to consider our job done once the lead has made contact and been passed on to sales. After all, what else is there for us to do? But in order to consider the campaign a true success, it’s vital we take into account the quality of the leads being generated through our campaigns. One of the easiest ways to do this is to consistently track our marketing lead to customer conversion rate. If every lead we pass to sales fails to convert, can we really blame a poor sales process? Maaaybe. But more than likely, the leads generated just weren’t the right ones and the marketing journey failed to qualify them correctly.
2. Content Production Costs
Calculating ROI for content marketing is a consistent headache. This is mostly due to the often unquantifiable success seen through SEO improvements, very long-term gains from content, and difficulty with sales attribution. However, this doesn’t mean we shouldn’t try and it certainly doesn’t mean we should forget some pretty basic costs that aren’t too difficult to calculate at all. By keeping track of how much time and resources are being spent on production costs, you’ll be that much closer to working out ROI on the fly when your CEO comes a knockin’.
3. Negative feedback metrics
While it might make us feel better to ignore these when going through our social accounts, it won’t do a content marketer any good. Negative feedback like hiding posts, being unfollowed, being marked as spam, etc. help to answer the question of “Am I being annoying?” If particular post types consistently get negative feedback or you’ve seen a huge jump in unfollows during a week of heavy posting, you’ll have your answer.
4. Email list active subscribers
Like it or not, your email list is going to deteriorate by at least 25% over the course of the year. So while you may be gladly counting up all the addresses you own, do you know how many of those addresses have actual people behind them who are actually reading your emails? By regularly clearing out the hard bounces and completely uninterested members of your email list, you’ll have a much better idea of how big your audience really is and you’ll also be able to better focus on creating good content just for them.
5. SERP rankings
As someone with a paid search background, the idea of tracking organic listings seems inherently wrong to me. I realise this is completely irrational and nothing more than a petty bias. But the more I work with content marketing, the more obvious the benefits of tracking SERP rankings seem. Not just for SEOs, SERP rankings show the real world gains quality content earns a website. And by tracking your keyword rankings consistently, over time you’ll eventually build up a picture of performance, hopefully ending up with tangible results of your content marketing success.
For a complete manual on metrics, strategy, and everything else on how to create the perfect content marketing campaign, download our Ultimate Guide to Content Marketing.Content Marketing, Data, email marketing, inbound marketing, SEO