Effective Content Marketing has always been based on a well-organised content strategy, clearly defined targets, and constant analysis of the results.
How can you determine the success of your digital content? How do you figure out what kind of content attracts your audience and allows you to achieve your marketing goals? You start by measuring and analyzing your performance by looking at the right content marketing metrics.
In this article, you will find 23 essential content metrics and learn how you can interpret, analyze, and measure them.
Shows the total number of times a particular page on your website was visited.
Pageviews can give you a basic understanding of how good your content has performed in comparison with other posts published in the same period. This metric can show what kind of topics attract the most attention from your audience. It's one of the key content marketing metrics to take from a website content audit, allowing you to intelligently consider your strategy moving forward.
SEMrush Content Audit - Projects > Set up a project> Content Audit tab > Connect Google Analytics. You can check Pageviews going back 30 days for the articles you’re tracking.
Google Analytics - Behavior > Site content > All Pages tab. You can sort it by Unique Pageviews. When the data displays you can see which posts perform best, as well as check traffic for specific URLs.
Indicates the total number of visitors who viewed a particular page on your website.
This metric is similar to Pageviews, but it can provide you with more accurate insights on how many new visitors your content attracts. Evaluating the number of unique visitors helps you to determine the scope of your audience.
Google Analytics - Audience > Overview > Top row, second from left. Choose the date period in the upper right corner.
Shows the ratio between new and returning visitors.
The number of new visitors indicates the number of potential leads, while the number of returning visitors shows if the visitors like your content. It is better to have a healthy mix of both: that means, your content can attract new users and retain the old ones.
Demonstrates the average number of pages your users visit per session beyond the landing page.
This metric indicates how engaging your overall content is. If this number is too low, this might be a sign of poor content interlinking, or low-quality website design and navigation.
Indicates if the visitors are attentively reading your content or just skimming it. If the "time on page" on some content pieces is significantly lower than on others, it can show you which types of content are liked more and less. Analyze the best-performing articles and compare them to the least-performing articles. Try to determine why some are doing better than others. Do they differ by length, by form or by topic? Do they include infographics, images or video? Replicate what works.
SEMrush Content Audit - Projects > Set up a project> Content Audit tab > Connect Google Analytics. You can check Average time on page going back 30 days for the articles you’re tracking.
Indicates the percentage of users that left the particular page without visiting any other website pages.
A high bounce rate can indicate that something isn't quite right with the page. If you have an e-commerce site, a high bounce rate can be a worrying signal, because it means that most customers leave your website without making a purchase.
Check your page load speed and your CTAs. Maybe your SEO needs some tweaking or people are not finding what they were looking for on this particular page.
Analysis and interpretation of a bounce rate should depend on the type of website or web page, so don't panic. For example, a high bounce rate on a blog may be normal if you have a number returning visitors who read new articles, find relevant information, and leave your website after that.
SEMrush Content Audit - Projects > Set up a project> Content Audit tab > Connect Google Analytics. You can check Bounce rate over 30 days for the articles you’re tracking.
Indicates the average number of pages viewed during a session on your website.
This metric shows if your content is engaging and organized well enough to motivate a visitor to discover another web page. If your blog or website has proper and helpful interlinking (links to posts with more detailed information on the subject), users will be more likely to visit more than one page.
This content marketing metric can help you discover the best and the worst marketing channels for you and help you determine what is, and what is not, working for you. Does the majority of your audience come from search engines, or is your social media strategy stronger than your SEO? Or maybe your brand is already well-known, and you mostly get direct traffic?
Analyzing traffic sources allows you to identify which marketing channels and strategies are working best for your content distribution. You can also identify the channels with good potential and perhaps a larger investment in resources or a tweaking of strategy would make a massive difference.
These are indicators of your content engagement and popularity among your audience. However, a share is more significant than a like because it not only shows that someone found your content interesting but also expanded its reach.
The number of comments under the post demonstrates the level of content engagement even better than social likes and shares do. It takes more time to write a comment than to like or share a post (of course, we are talking about valuable comments). So, if a reader was motivated enough to express his opinion in a comment section, it is often a good sign.
Mentions measure performance and engagement from your content. Track mentions of your content both in social media and other media channels; pay special attention to their sentiment, context, and authors.
If another article partly quotes your content or refers to it as a source, this can be considered as a mention. And if the full text of your article, your infographic, video or another piece of content are published on a third-party website, this counts as a republication.
When you find a republication of your content, make sure the author included the link to the original post. It will help you to attract a more targeted audience to your website.
SEMrush Brand Monitoring Tool - Projects > Set up a project> Mentions > Connect Google Analytics > Top Backlinks table. This allows you to see and assess the amount of referral traffic from all of your backlink mentions to your particular landing page.
You can also check the average traffic of a third-party website with SEMrush Traffic Analytics you will understand the potential reach you gain with this republication.
You can also ask the author to include an utm link. In this case, you can track referral traffic to your website via Google Analytics - Acquisition > Campaigns> All campaigns.
A high number of incoming requests is a straight indicator of your content quality, whether it is an invitation to write new material, to give an interview, to share your knowledge base, or to cooperate in any other way.
Shows the number of people who found your website through a search engine.
Low figures may indicate that an article or page was not optimized properly. So to increase organic traffic, you need to pay attention to proper search engine optimization.
Google Analytics - Acquisition > All Traffic > Channels > Check the Organic search group. By clicking on it, you will get information on keywords that people have used to find your website.
Dwell Time indicates the average length of time a visitor spends on the page before returning to the SERPs.
This metric is very important for your SEO: if a user comes to your webpage and returns right away to the search results, this is a negative signal to search engines and it affects your ranking.
Analyze your bounce rate, session duration, and time on page. If you have a low bounce rate and high time on page, it means users stay on your web page or website, so you have a high dwell time.
Backlinks are one of the most important Google ranking factors, and therefore one of the key PR and content marketing metrics. Pay special attention to the number of links (do not forget to exclude spammy ones), the number of unique domains, and the quality of the referring domains.
Check the performance of your post for your targeted keywords. How many keywords is your content ranking for in the Google top 3? How is this page performing compared to your competitors? These should be all questions being explored when using your content management software.
The number of potential clients, who have shared their personal details throughout the content produced by you. You can get them through contact forms, sign-ups for updates and newsletters, downloads of materials and so on.
To track leads generated by your content you need to set up corresponding goals in Google Analytics. You can read a guide on creating goals in this article.
It is not enough to just get a new lead. To achieve your marketing and business goals, it is very important to accompany your prospects in their purchasing processes. By analyzing the number of existing leads that interacted with your content you can evaluate and develop better lead nurturing.
Track the number of returning users in Google Analytics.
The percentage of visitors who took a desired action (click, registration, download, etc.) after interaction with your content.
Track the number of conversions and divide it by the number of total clicks on your link, banner or CTA during the same time period.
Return on investment (ROI) is the percentage of revenue we take from different actions. In this case, it will be the revenue related to the content created by you or your team.
Take the profit of your investment, subtract the cost of the investment, and divide the total by the cost of the investment:
To start, think about your marketing and business goals. What is "success" for you? What ROI are you looking for? If your brand has good visibility, then metrics such as likes, shares or web traffic may not be the key metrics in your content marketing strategy. In this case, you could focus on the number of new visitors you attract and/or new leads generated by your content.
Don't forget the metrics that will help you track success in regards to reaching your target audience and the effectiveness of your distribution channels. If your content does not bring you desired results, try to assess your distribution channels. Maybe, the channels you are using are not relevant to your audience, and you should invest your efforts in other marketing channels.
And last but not least, don’t analyze your data using just one metric. Always try to take into consideration different data based on various metrics. By examining all available data as a whole, you will gain a clear and complete picture of your content results.
Measure and analyze your digital content to improve your strategy and stay on top!