Content Marketing: How to Measure Its Effectiveness [Infographic]

by Pam Dyer

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Content Marketing: How to Measure Its Effectiveness [Infographic]

Content marketing metrics can be confusing and preoccupy your time, so start by selecting a just a few fundamentals to measure.

Content Marketing: How to Measure Its Effectiveness Content marketing is key in today’s marketplace — it is the intersection of awareness and lead generation. Brands must provide a steady stream of articles, photos, videos, and other resources to demonstrate their relevancy and bring in new customers. While some large companies like Sears, Coca-Cola, and Kraft have quickly caught on to content marketing and are able to accurately measure and leverage their results, it’s not always easy to quantify the value of a piece of content. What makes this process so tricky?

Much of the trouble comes from the fact that content marketing can influence a buyer’s decision process during each stage of today’s circular sales process:

McKinsey consumer decision journeyIn the traditional sales funnel, consumers begin
with a set of potential brands and methodically
reduce them to make a purchase decision.
But McKinsey points out that today’s consumer
decision-making process is circular.

You can measure just about anything these days, but that doesn’t mean that you should. Figure out which content marketing metrics you want to measure and why.

It’s essential to know what your business objectives are. This will help you pinpoint the areas of your content strategy that you want to measure so that you can identify what’s working well, and the tactics that need some fine-tuning. Common content marketing measurements include:

  • Subscribers
  • Fans
  • Likes
  • Traffic
  • SEO: Your ranking and visibility, plus search as a traffic source
  • Leads: Their quality and lifetime value
  • Conversions: Sales, subscribers, and leads
  • Sales: Volume, financial value, and length of the sales cycle
  • Acquisition costs for user, leads, and sales

How content marketing grows your bottom line

The folks at BrandPoint, a digital agency that creates and distributes premium content that connects brands with consumers, have put together the infographic below to demonstrate the conversion funnel in action and illustrate some techniques to to help you put content to work for your business.

1. Awareness: Exposing new people to your brand, product, or service

Awareness is important because:

  • 93% on online experiences begin with a search engine
  • 75% of searchers don’t move past the first page of results
  • Quality content increases the number of ranking keywords for which your site can rank
  • Surveys report that a majority of online consumers research products via social media before making a purchase.

What to measure:

  • Ranking in search engine results pages (SERPs)
  • Number of first-time website visitors
  • Social metrics: Likes, follows, +1s, pins, etc.

2. Consideration: Inspiring potential customers to engage, read, download, comment, share, etc.

Consideration is important because search engines rank content based on:

  • Relevance
  • Time spent on-site per user
  • Amount and age of pertinent original content
  • Social chatter about the site

In addition:

  • Sites with 300+ indexed pages see an average traffic increase of 236%
  • Sites with 400 to 1,000 indexed pages receive 600% more leads
  • 61% of consumers feel better about companies that deliver custom content
  • 65% of social media users learn about products and services via social networks

 What to measure:

  • Increased total page views
  • Longer visit durations
  • Lower bounce rates
  • Social metrics

3. Conversion: When a customer makes a purchase or fills out a contact form

Why does content marketing drive conversions?

  • Search engines support searches for specific products and services — more than 39% of customers come from search
  • Social media amplifies traditional word of mouth and grows organically with time
  • 77% of B2C companies and 41% of B2B companies have acquired customers via Facebook

After conversion:

  • People share their experiences with others on blogs, social media sites, and online communities
  • These discussions reference content, which builds links and positively impacts search and social media awareness

What to measure:

  • Increased conversion rates as measured by sales or leads
  • Which content sources contribute to the conversion funnel
  • Social media referrals from Facebook, Twitter, Pinterest, LinkedIn, etc.
  • Subscriber vs. non-subscriber behavior

How to measure content marketing [infographic] How to measure content marketing [infographic]

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  • http://about.me/AmgadOsman Amgad Abdel Rahman

    Great Tips. Thanks for sharing

    • http://www.pamorama.net/ Pam Dyer

      Thank for reading, Amgad!

  • Don Harrison

    Brilliant infographic! Thank you, incredibly useful as always.

    • http://www.pamorama.net/ Pam Dyer

      Glad it’s helpful, Don!

  • nancyarter

    Great article and infographic. This is hugely helpful for any marketer who is trying to attribute success to content creation efforts — or who is trying to sell its value internally. Thanks Pam!!

    • http://www.pamorama.net/ Pam Dyer

      You’re welcome, Nancy — thanks for reading!

  • karthik nagendra

    Great insights. however i think another key point that companies need to focus upon even before they start measuring their content effectiveness is their thought leadership positioning. cause if they dont crack this, lot of the content produced will be “me-too” & may not generate the desired interest & impact.

    • http://www.pamorama.net/ Pam Dyer

      Hi Karthik,

      Exactly! I cover some of this in my post, “A Beginner’s Guide to Content Marketing”. I plan to take a deeper dive in an upcoming article.

      Thanks for visiting my blog!

  • http://www.ckwrites.com ckwrites2

    Nice! Really a succinct breakdown of the challenges and smart advice about the kinds of things that can actually be measured.

    • http://www.pamorama.net/ Pam Dyer

      Glad you like it — thanks for reading!

  • Andrew Baker

    Great article. Love the “funnel”.

    :-)

    • http://www.pamorama.net/ Pam Dyer

      I think it’s a really nice illustration too, Andrew — thanks for reading!

  • Gil Marin

    Nicely written article, Pam. Great combination of verbiage and visuals. I gives one clarity of impact on a number of moving parts and more importantly an idea on how to design ones company for end results desired. Thank you.

    • http://www.pamorama.net/ Pam Dyer

      Thanks, Gil! :)

  • http://www.callboxinc.com/ Judy Caroll

    Informative. It is for the Awareness of everybody on how they can find better tactics to improve, using the basic measurement for content marketing.

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