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This post outlines the best ways to determine if SAAS content marketing is working.
Data provides that feedback loop to tell you how effective content marketing is going. But you do need to take it a step further, you need to articulate what that data means, for the customer and for the business. So that in that context, does it make sense.
You should be able to demonstrate, this is the totality of the impact we have had, from our content investments. And to show predictions, with more budget, these are the areas we could invest and where we think that should help us land in terms of final business results.
Some metrics to help give that context are:
- Reach, how many people are we getting in front of.
- Attention, how long people are engaging for each click.
- Average Scroll, how are customers consuming the page and content.
- Engagement rate, what customers do on the page, and if they click out, to make a purchase, or sign up to webinar etc.
- Conversion rate, rate at which people take the desired action.
- Bounce rate, are people staying, but use a bounce rate that captures if people leave even without clicking a link. Like Nudge does.
And slicing this by where customers come from, what devices they use, times of day and day of week that they engage. Really help to drive performance.
This is part of our Guide to Content Marketing for SAAS.
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