Content marketing is essential for any successful marketing strategy. Just look at GE's collaboration with BuzzFeed, which led to a 138% brand lift on social. However, tracking metrics consistently can be difficult, as 38% of marketers say measuring content effectiveness is one of their biggest challenges.
To determine which metrics to track, marketers must understand why they are measuring results and how each metric ties to their overarching goal. For SEO, track keyword rankings and organic search traffic. For lead generation, track conversions, clickbacks and average lead score. Finally, for thought leadership, track on-site analytics, sharing, speaking opportunities, social engagement, press mentions and awards.
Creating great content is only half the battle. With a focused content-measurement strategy, marketers can assess the effectiveness of their efforts, visualize and achieve their content marketing ambitions.
How to Match Your Key Metrics to Your Content Goals
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