If you do content marketing, you probably want it to help increase sales in the long run. However, the tricky part is that usually there is a time-and-space gap between a piece of content you publish and a closed sale.
So, what metrics can marketers track to make sure their content strategy is headed in the right direction?
1. Traffic: Down the Black Hole
Launching a content marketing campaign is a little bit like setting up a sales funnel: Your task is to capture as many people with your content as you can, and to make sure they make it to the end of the funnel.
So, the first metric to measure in this respect would be the sheer number of people you managed to get into the "funnel"—that is, traffic to the page where your content is located.
In turn, the amount of traffic you manage to drive to your content depends, in part, on...
- The page's search engine rank
- The size of your email subscription base
- The number of social followers you have
- A host of other factors
How to Measure Traffic