Get Started for FREE
Sign up with Facebook Sign up with X
I don't have a Facebook or a X account
 Your new post is loading...
Scoop.it!
Metrics & ROI - What metrics can marketers track to make sure their content strategy is headed in the right direction?
___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). 
No comment yet.
Sign up to comment
Scoop.it!
![[FREE REPORT] Gartner's 2013 Social Marketing Survey Finding: Content Creation Fuels Social Marketing | The MarTech Digest | Scoop.it](https://img.scoop.it/X551poZehZY-ndNVOXKzfKWwCjYPSNRaTxwW-1h4YRQ=)
Gartner's 2013 U.S. Digital Marketing Spending Survey found that investments in content creation and social marketing totaled 21% of digital marketing budgets. Impacts
Marteq's insight:
Click through to read the complete report from Gartner!
Scoop.it!
We all inherently examine these types of metrics, but it should be a part of your daily routine to mechanize and standardize on a daily reporting format. Here's a summary of the author's take on KPIs... Here is a definitive guide to what KPIs you should be measuring for your content marketing initiatives.
Reach 1. Unique visits: It is important to keep in mind that not all unique visits are the same. For example, a unique visit to a white paper might be much more valuable for lead generation purposes than a unique visit to a blog — especially if that visit spends more time with the content (which we’ll get more into later on). 2. Geography: Understanding where your content is being read is important in order to understand where to allocate more budget and resources based on where your audience is. 3. Mobile readership: a key to determining how to optimize your content and its design (i.e., responsive design) for future publications.
Engagement 4. Bounce rates/time spent: An obvious goal (and one that’s critical to engagement) is to not lose your reader because you didn’t deliver on their expectation of what they were clicking on. Both bounce rate percent and time spent metrics are good early indicators of how engaged the traffic to your content is. 5. Heat maps and click patterns: There are many great tools out there that illustrate how your audience is engaging with a page and its content. One such tool, CrazyEgg, allows you to create heat maps to see what sections of a page are getting the most views. 6. Page views: This is another basic KPI that is often overlooked. We discussed UVs earlier, but understanding the correlation between UVs and page views (PVs) is an important one. A high page views/UVs multiple is a good sign that your audience is engaged — and quite often means that they are coming back regularly to your content.
Sentiment 7. Comments: 8. Social sharing: Making your content easily shareable is critical for almost all content marketing initiatives. What better way to find new eyeballs for your digital content than by having people share it to their networks?
Marteq's insight:
James A Smith MCIM's curator insight,
February 6, 2013 4:13 AM
Some interesting points here, some would take additional resource and would be nice to haves!
Scoop.it!
1. Unique visitors: The best indication of your site’s overall traffic, unique visitors refers to the number of individuals who visit your website during a given period of time, where each visitor is only counted once. This number will vary dramatically depending on the size of your company, your industry and, of course, the amount of content you’re producing.
2. Page views: The cumulative number of individual pages that your visitors click on during a given period of time. If your page views are higher than your unique visitors, that may be an indication that your audience is finding your content engaging because individuals are clicking around to multiple pages.
3. Search engine traffic: The amount of traffic being referred to your site through search engines, such as Google or Bing. This number will give you a clear indication of how effective of a job you are doing at optimizing your content for search.
4. Bounce rate: The percentage of visitors who come to your site and then immediately “bounce” or leave before clicking on any other pages. A bounce rate of less than 40 percent is considered good. If it is any higher, it may be an indication that visitors to your site don’t like what they find there.
5. Conversion rate: The percentage of visitors to your site who take a specific action that your content encourages them to, such as signing up for your newsletter. Conversion rates vary considerably based on industry, but tend to hover around 2 and 3 percent on average. That said, aim for a conversion rate of approximately 5 percent, or even higher if you are creating specific landing pages for specific audiences.
6. Inbound links: The number of external links to your site, an indication that other people have found your content important enough to link to it. Importantly, the more high-quality inbound links you have, the higher your content will rank on search engines.
|
|
Click through for details, but I think this graphic communicates the essence of the post: shape your metrics accordingly.