Measuring content is hard, because often there isn’t an arbitrary answer. Content marketing is art & science AND business. This post dives in to metrics.
What types of metrics should you use?
- People, how many real people are consuming your content.
- Attention, seeing how much attention people pay to your content.
- Bounce, whether people are engaging with your content or not.
- Avg Scroll, the average scroll on each piece of content.
- Social engagement, seeing how many shares your content creates.
- Conversion rate, the rate at which people take action after consuming your content.
- Time of day, seeing what time of day is best for your audience to engage.
Most content metrics can be grouped in to a few categories.
- Performance; unique people, or reach, impressions or page views, bounce, scroll, drop off, leads, conversion rate, purchases, video views, completion
- Feedback; engagement, social shares, earned impressions, virality
- Insights; time of day, day of week, audience insights, emoji usage, sentiment.