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Seven Content Marketing Metrics That Would Make Your Math Professor Proud

by Pawan Deshpande  |  
June 23, 2015

Many marketers are more comfortable with words than with numbers, but if you're willing to run a few equations, you might gain tremendous insights into the success of your content marketing.

And, more important, you'll probably be more likely to keep your job.

Here's a look at how to compute seven content marketing metrics that would make your math professor proud. They'll also help you quantify your content marketing efforts and, ultimately, prove content's impact on your business's bottom line.

Sales Metrics

Pick one choice from each column in the chart above and you can calculate a variety of sales metrics, including the following:

1. $ of Pipeline Opportunities Influenced ($ x Pipeline X Influenced). This number refers to the dollar value of pipeline opportunities that have resulted from prospects' consuming one or more of your pieces of content.

You can report on this metric for a single piece of content, several specific pieces of content in a content marketing pyramid, or all content across all channels and parts of your funnel.

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Pawan Deshpande is the founder and CEO of Curata, a leading provider of content marketing software. He is an accomplished entrepreneur, marketer, and technologist.

LinkedIn: Pawan Deshpande

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  • by Jerry Rackley Tue Jun 23, 2015 via web

    Pawan - your content metrics suggestions are very useful, and I find your Content Backlog and Pipeline Influence per Word per Writer metrics ideas very compelling. I think most marketers would understand the need to track the sales metrics you cite (even if they're not sure how to), and the ROI metric likewise, a marketer would understand the need to do this. Measuring content velocity could be very important in helping keep your audience engaged. Thanks for sharing all of these!

  • by Sydney Gowan Tue Jun 23, 2015 via web

    Hello Pawan- I am an intern in a Marketing Department and I was wondering if you could link to me the meanings of all the symbols in the formulas. The only symbol I recognize is the total symbol. I know so little, please help.

  • by VivekGalla Fri Jun 26, 2015 via web

    Interesting post Pawan, the concept of value over volume is well expressed in this blog. The ROI for the content marketing involves the right traffic and also you can only measure what you can manage. The influencer and generating models can be tricky depending on the content we market, guidelines and careful mapping of the process can help in enhancing the outcome.

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