Page 38 - The Ultimate Guide to Content Marketing
P. 38
Performance metrics will reveal what you • If your business needs better-qualified
need to know, as long as you tie them to leads and conversions, your content
your business goals. Which means you aren’t strategy will probably focus on creating
going to focus on the same metrics all the case studies, white papers, e-books,
time. As your business goals and, therefore, and other content that motivates
your content marketing priorities change, people to subscribe to your newsletter.
so will the numbers you use to gauge per- This is where you’ll look at both your
formance. The trick is to make sure your de- conversion numbers for your content as
fined metrics are always telling your con- well as customer retention numbers.
tent’s story. How long are the leads you work so
hard to nurture with your content
• For example, if you are trying to build staying as customers?
your audience, sure, look at web • For customer loyalty, the focus will be
traffic. You also want to know your on retention as well as monitoring
brand’s share of the conversation and customer feedback. How much of a
social media sharing, bounce rate and response are you getting and what is
time on site. This will give you a better the qualitative response to your
idea of engagement and how much content? What percentage of people
your content is king in your industry. respond favorably to your social posts,
blog posts, white papers, videos, events
or other types of content?
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