7 Types of Content Marketing Metrics Worth Tracking


A marketing agent or CMO with detailed knowledge of data on his side is a tough act to beat in today’s world – especially if they know inside and out the idea of metrics, and how to follow them.

Today, most know the basics of metric follow: leads and traffic and other such basic metrics. But there are other types, some more advanced and/or niche, which can help your marketing team immensely.

The following content marketing metrics are organized into seven different types.

1. Consumption

  • Page views – This metric tells you which, and how many pages on your site users are frequenting most, which is a good indicator of what content is drawing people in most effectively.
  • Average time on page – As the name implies, this is a measurement of how long each user is staying on each page on your site. This is a good way of deducing how engaging your content is.
  • Unique visitors – This stat measures how many people, overall, are visiting your site, and how many of those people are repeat visitors.

2. Retention

  • Return rate – Measures how many customers you have that are regulars and which are new – good to know if you want to build a positive relationship with both.
  • Bounce rate – Measures the rate of entry and exit clicks happening on the same page.
  • Pages per visit – Tracks how many pages each visitor looks at every time they visit the site.

3. Sales

  • Pipeline generated – Aggregates the total dollar value of all opportunities where the lead’s first touch associated with those opportunities was with your content.
  • Pipeline touched – Measures and gathers all opportunities where the user “touched” a particular piece of content.
  • Revenue influenced – Observes the dollar value of revenue closed where the contact in question consumed your content before converting.

4. Engagement

  • Comments – Tracks the comments left on a particular post you make on your site. This is a good means of measuring user engagement.
  • Session duration – The length of time a user spends on your site across several pages.
  • Page depth – The number of pages a visitor clicks on per visit to your site.

5. Lead metrics

  • New leads generated – Using your CRM and marketing automation tool, you calculate how many new leads came into your database after they touched new content.
  • Touched existing leads – Again, making use of your marketing tool and your CRM, you can calculate how many existing leads in your database interact with a piece of content.

6. Sharing

  • Social media shares – Tracks what content on your site is most likely to be shared by users based on what’s been shared previously. A good metric of what content your consumers are interested in showing others.
  • Social media likes – Like the previous metric, you can use this metric to keep track of shared content since many social media sites like to display what content a user “likes” to their followers.
  • Email forwards – Although not every forwarded email can be measured and quantified, this can still be a very useful tool for measuring what emails got forwarded parallel another campaign.

7. Production/cost

  • Time to publish – Tracks how long it takes your team to publish a piece of content. More of an internal metric than marketing specifically, but knowing your team’s efficiency can greatly help how you market yourselves.
  • Content throughput – Pinpointing how much content you and your team produces over a given time can make for excellent marketing if that number reflects efficiency.
  • Content backlog – This measures how quickly your users are consuming your content, and can thus be a good indicator of how well you’ve been advertising your entire content log.

While not every metric listed above is necessarily a marketing metric, every single one of them ties back into marketing in some way. Being aware of these metrics can help your marketing team get a much tighter grip on marketing better to your customers. So remember these seven types of content marketing metrics, and implement them whenever you can.

Main image via Pixabay.



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