Forget views and shares: Choose metrics more relevant to your content marketing goals

Content that is topic-centric never fails to hit the mark. If your content is not delivering what you aim to put forth and is scattered, it won’t attract the audience. 

This is one of the blunders that content marketers create. You tend to go with tracking clicks, shares, impressions, and likes believing that these metrics will determine the growth rate of your content.

We will discuss some metrics that truly matter and require your attention. These will be handy for demand and lead generation, brand awareness, audience engagement, and sales enablement goals.

Demand and Lead Generation

You have to track and understand your visitors to know through which medium they are getting to your site. Just checking the number of clicks won’t tell you the actual performance. It is possible that your content is securing higher positions in search engine results, but it is not something that the audience is attracted to. 

Thus, if you use appropriate AI features and take decisions according to obtained data, your task of planning content will be much more effective. 

There’s no harm in pausing and going through the trends with greater demand volume related to your content placements and production. This will indeed give you insights that are helpful and significant for growth.

About the lead generation part, your content has to reach the correct audience. Getting in touch with the best content marketing companies in India will make you reach and even go beyond your set content marketing goals. 

Brand Awareness

The qualitative nature of this metric makes it one of the most difficult to track.

It sounds fancy to be a household name but first making your brand well known among those who are expected to engage with your product the most is essential. Keep a track of those who specially search for your brand. Are they the ones from the demographic group that is most receptive to your brand product?

To know about the status of your brand awareness, you may conduct short and engaging online polls. These polls can talk about the public’s perception, the frequency at which people discuss your brand, how often people hear your brand’s name from others, and whether the feedbacks are negative or positive, etc. 

Assessing and evaluating customer feedback helps you understand your strengths and the areas you are lacking in. To get a loyal audience who helps you get a potential audience, creating a positive impact on the public is crucial. 

Audience Engagement

A few years ago, the only meaningful way to measure audience engagement was with numbers: how many people visited your site, how many people shared your links, etc. The audience engagement tracking techniques available now are more sophisticated and provide more useful data. Among the techniques for monitoring audience participation are:

• Platforms for interaction

Give meaning to your engagement statistics, especially by classifying them according to the platform. Higher engagement on a more professional platform like LinkedIn frequently results in better outcomes than higher engagement on a more informal platform like Reddit. Understanding what kind of traffic your material is generating greatly benefits from an evaluation of the sites where it is shared.

• Micro-engagement

Utilizing click heat maps, hover and scroll tracking, and user-tracking tools, you can see how users interact with digital content. Enhancing your marketing funnels to boost engagement and convert sourcing deals into ROI may also assist with demand generation. These and other more in-depth tools provide more insight into how, rather than just how much or how often, your audience is interacting with your work. Analyzing user interaction case studies can give you a detailed account of how users engage with your material.

• Audience response

Social media post comments can be used to gauge how your audience is interacting with your brand. But it can take a lot of time to read through dozens or even hundreds of comments. Using current text analysis software, you may get a fair idea of the phrases and emotions people use to refer to your material. Observing the terminology individuals use to talk about your brand can reveal whether or not those consumers are inclined to recommend it to others.

Sales Enablement

Lead generation and sales enablement are somewhat interconnected. If your lead generation has resulted in a healthy sale, then only all the efforts are worth it.

For sales purposes, content plays a significant role. Your content delivers the practical value of your service and product. For tracking your content’s influence on your sales, consider going through:

• Sales comparison

Check the impact your content has on the clients. Figure out what made the potential client not engage with your content. Go through contract sizes and conversion numbers to evaluate the effect of your content.

• Customer retention

Content marketers should know the effects of content exposure. Do a comparison of the customer retention rate of those who have a consistent engagement to those who don’t. This will help you demonstrate to clients who find your content worthy after purchase, and it will also benefit your brand, service, and product.

Wrapping Up

There is not one right method for measuring the efficiency of your content. If you are clear about the goal you have to achieve and so is your content, then you should focus on the metrics that are best to track them.