Many marketers are looking to original content to deliver on their objectives. In terms of measuring original content, marketers should start with, what is our business objective, what are we trying to achieve with original content?
You may reference SalesForce+, their tv/streaming project. Their objective, could have been, how do we engage business leaders, when they’re not in the CRM. So their objective is to use smart content to engage their current and potential customers.
This then, makes the measurement a lot easier once you have the objective defined.
- Are we delivering on that objective?
- And with content, you do need to understand a few other things, how many people it reached?
- And did they actually consume the content? With the view, that consuming the content, or engaging with it, is needed to drive the business objective.
You want to ensure internal teams and partners are helping to promote and grow the original content audience in a meaningful way.
Depending on the environment your original content is served in, some metrics you might want to think about:
- 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. Or, completion rate for video.
- 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.
This can help you understand how well your original content is performing.