Monday, March 18, 2013

Further metrics of content marketing success

In one of my recent posts (here) I provided three important metrics for understanding the value of your content marketing efforts: bounce rate, pages per visit and returning visitors. Furthermore I said I believed that although these three figures are each individually important, when combined they are potentially even more useful.

However, there was a couple of metrics I did not include:
  1. Sharing:
    It is possible to measure the use of social sharing functionality in several ways, including: the metrics provided by applications such as addthis / sharethis / etc. that usually come with their own built-in analytics or by tagging actions that integrate with your website analytics.
  2. Conversions from links
    Within your website analytics package you should be able to track users from links within your content pages all the way through to them completing their required goals. This gives you another indication of the value of the content you are producing and how it is directly affecting your bottom line (note: it is even possible to tag each link with it's own specific identifier).
Have I missed any others?

You may also want to read my previous post on Content: Found, read, shared and measured, a useful way to categorise your content marketing activity.

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