• About
  • Case Study: Proteq
  • Case Study: Metro News
  • Case Study: Funny Bones Inc.
  • Published Work
  • Blog
  • Contact

Three Key Content Marketing Metrics You Should Consider (The Pulitzer isn't one)

2/16/2023

 
Picture
Image of the Pulitzer Prize. Courtesy of AP
Often when I’m writing a piece of content, I ask myself: “Is this worthy of a Pulitzer?”

But then I come down from the clouds and remember that as a content marketer, the Pulitzer isn’t the best gauge of whether the content I create is successful.

Rather, content marketers have specific metrics that can help us understand whether our content is supporting our intended goals.

If winning the Pulitzer for that beautifully written piece isn’t in the cards for you, don’t fret. 

Hitting your targets with the following metrics is also a win. 


Click-Through Rate (CTR)

The click-through rate (CTR) is a ratio of users who click on a specific link to users who view a page, ad or email. The CTR is based on the number of clicks your ad, social post, blog or email got—respectively—divided by the number of views. With ads, for example, people may view them but not click on them. 

But you don’t have to bring out the calculator. 

Your search console can help you figure out what your CTR is. Different industries have different benchmarks for the CTR. Understanding what your CTR is compared to the industry benchmark is one way to develop a targeted CTR.

Comments and Social Shares

Want to know whether someone’s read or viewed your content? A telltale sign is a comment. If someone leaves a comment on your post, the likelihood is high that they engaged with the content. Comments can give you an idea of how your content is being received by your intended audience. 

Comments can also help you understand what’s going on in the mind of your reader or viewer and that alone is beneficial to developing new story ideas. As content marketers, keeping track of your social shares is necessary since social is one of the most important metrics in understanding your earned recognition. Most social media platforms will give you access to your social media metrics, but you can also use third-party tools like Brand24 or Buffer to access social media performance across all your platforms.


Brand Awareness Metrics

For new brands just starting out, follower count is an important one to consider. It’s considered a vanity metric, but as a brand it can help you garner a sense of credibility among your audience. Focus on the social media platform that houses your target audience and aim to grow your connections there. 

Also consider:

Unique page views—the times an individual user has view your page.
Page views—the number of times a page on your site is viewed.
Users—the number of people visiting your page.


Final Thoughts

There are more metrics you can use to measure your content marketing efforts, but I’ve found these ones work well to help me understand whether I’m going in the right direction. It’s also important to not overwhelm yourself with too many metrics. Hone in on the ones that are important to your brand and work your way up from there. 


Comments are closed.

    Author

    I help companies grow by telling their stories.

    Archives

    February 2023
    September 2022
    August 2022
    July 2022
    January 2022
    November 2021
    October 2021
    September 2021
    May 2021
    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    September 2019
    July 2019

    Categories

    All
    B2b
    B2b Storytelling
    B2c
    Branding
    Business
    Business Casual
    Businesswriting
    Content Creation
    Content Experience
    Content Experiences
    Content Marketer
    Content Marketing
    Content Marketing Strategy
    Content Strategy
    Content Writing
    Covid-19
    Entrepreneur
    Freelance
    Freelance Writer
    Full Time Job
    Halloween
    Horror
    Horror Content
    Inbound Marketing
    Lede Writing
    Marketing
    Marketing Writing
    Mba
    Motivation
    Organizational Behaviour
    Pandemic
    Personalized Content
    Psychology
    Remote Work
    SaaS Writing
    Self Employed
    Self-employed
    Self Employed To Full Time
    Selling Sunset
    SEO
    Storytelling
    Strategy
    Tabloids
    Teamwork
    Tech Writing
    The Five Dysfunctions Of A Team
    Work Conflict
    Writers
    Writer's Block
    Writing

    RSS Feed

Powered by Create your own unique website with customizable templates.
Photos used under Creative Commons from wuestenigel, Drew Coffman, homegets.com, Gavin Llewellyn, Me in ME, nodstrum, Robert Couse-Baker, microbizmag, wuestenigel, shixart1985, shixart1985, shixart1985, La Citta Vita, Debarshi Ray, Joe Senft, arvindgrover, Mike Licht, NotionsCapital.com, EpicTop10.com, Skeptical Cat
  • About
  • Case Study: Proteq
  • Case Study: Metro News
  • Case Study: Funny Bones Inc.
  • Published Work
  • Blog
  • Contact