Publishing content and hoping it's getting you results is one thing, but how can you actually measure the performance of your content? This article outlines six metrics that will help you effectively track content effectiveness.
First, consider what you are looking to achieve from your content marketing campaign. If you don't have at least a clear outline of what you want to achieve and what your content campaign goals are, then it's going to be tough for you to measure the performance of your content.
In many organizations, content marketing goals are to increase brand exposure, generate more leads, increase sales, and so forth.
Writing great and engaging content that is highly shareable can increase people's awareness of your brand, which should increase leads and purchases. But, if you're not tracking your content correctly, you'll never know which (if any) awesome piece of content is helping you achieve your targets.
Vanity metrics don't mean success
Vanity metrics are metrics that may look great on paper, but they don't provide you with a true picture of how well your content strategy is doing. They certainly shouldn't be the only metrics you're tracking.
For example, I once published a piece of content that gained many likes on Facebook and Twitter. Great, or so I thought. I dug a little deeper and found that the people who liked my content never actually visited the content I published.
Which led me to think, Where was the value in those likes? Yeah, they look great to people who can't see my analytics, but deep down,I know they meant practically nothing.