There’s no doubt every marketer pours time, effort, and creativity into their content marketing. But if that’s the case, why do only 20% of leads convert?
It often comes down to not gathering the right data to understand how your content is performing.
Without this data, it’s impossible to know if your efforts are actually paying off.
Just like a heartbeat keeps a body alive, content marketing metrics keep your AI content strategy on track.
If you’re not tracking them, how can you be sure it’s delivering the results you need? Without proper tracking, you’re just guessing and hoping something sticks.
That’s why implementing clear metrics is important.
With the right metrics in place, you’ll know exactly what’s working, where to pivot, and how to focus on what truly drives success.
I’ll guide you through setting up and using these metrics for content marketing effectively, so you can make informed decisions that move the needle.
By focusing on the right data, you’ll turn your content strategy into a high-performance engine that delivers results — nonstop!
What Are Content Marketing Metrics?
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Skipping the basics is like racing without knowing the route — and I’m sure you don’t want to take that risk!
Let’s take a moment to understand what content marketing metrics really mean before exploring the why and how behind them.
After all, understanding what works is half the battle!
Content marketing metrics are the numerical figures (and the resulting meaningful feedback) you use to judge how effective your content is.
“What gets measured gets improved.”
— Peter Drucker (Consultant)
See, it’s easy to assume your content is great, but these key performance indicators (KPIs) tell you the real story.
They go way beyond just how many people click on your posts.
Whether it’s tracking the number of visitors to your blog, eBook downloads, or how your videos perform across platforms.
These metrics help you connect the dots between your content and its overall impact.
What’s even better…
The right metrics help you identify patterns, understand what clicks with your audience, and see which pieces of content are driving results.
With this knowledge, you can double down on what’s working and stop wasting resources on what’s not.
Simply put, if your content isn’t generating leads or driving traffic, the right metrics can tell you why and what to fix.
You’ll be able to optimize your content strategy continuously, making smarter decisions with every move.
In short, they let you adjust in real time, so you’re never too far off course!
A scenario… For how metrics actually work
Disclaimer: The following scenario is adapted from Taylor Rowe’s podcast with Solomon Thimothy.
Let’s say my target audience is CEOs of software companies, particularly those in SaaS. I create a content piece and share it with them.
Should I just leave it there?
Absolutely not!
I need to give it some time and track the following:
- How many CEOs of SaaS companies viewed it?
- How many liked it?
- How many commented on it?
- How many tagged their friends, colleagues, CFOs, or CIOs?
These are all content marketing metrics, and tracking them is key to understanding if your strategy is working or needs adjustments.
Similarly, if I shared a YouTube video, I’d focus on:
- How many people are viewing it?
- How long are they watching it?
I call this my ‘inner curiosity’ — the ‘urge’ to track how my content performs once it’s live.
After all, I’ve invested time and effort into creating content, so why not ensure it’s making the right impact?
Why Should You Measure Content Performance?
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Measuring content performance doesn’t just give you data to tally likes, heart emojis, and shares, but the direction to keep moving forward.
Knowing the impact of your content means you can make informed decisions, optimize your efforts, and maximize your return on investment (ROI).
But that’s not all. There’s even more to why focusing on content marketing metrics is important.
Let’s dive into 4 key reasons why you can’t afford to skip this step in your AI content SEO strategy.
Get the lowdown on what’s resonating with your audience
When you track how your content performs, you get an immediate pulse on what your audience actually cares about (and wants more of).
Are they clicking through your posts and spending time reading and interacting with the content (e.g. commenting or sharing it)?
Metrics like time on page or bounce rate reveal a lot.
For instance, if you notice a high bounce rate on a particular post, it might indicate that the content isn’t aligning with your audience’s expectations.
To understand this better, let’s look at a scenario.
If a blog post about ‘favorite looks from fashion week’ got more views and likes than one on ‘styling tips’, it’s clear that your audience wants more trendy content from you in the future.
The takeaway? Don’t just assume you know what’s working. Try our simple formula instead: TTW (Track, Tweak, Win).
Boost ROI by focusing your efforts
I’m all in on Marcus Sheridan’s belief that:
“Great content is the best sales tool in the world.”
Content marketing isn’t just a strategy; it’s an investment. And like any investment, you need to measure its return.
After all, who doesn’t want to squeeze more out of their marketing budget?
When you measure your content’s performance, you can easily spot which types of content and topics drive the most significant impact on your business goals.
Speaking of content marketing success metrics, some like conversion rates, lead generation, and sales are key indicators of how your content contributes to your bottom line.
For instance, if a particular blog post or social media campaign is pulling in tons of traffic and leads, that’s a solid case for reinvesting in similar content.
Know what to repurpose (and when)
Your content doesn’t have to live and die with its initial publish date.
Measuring performance lets you identify which pieces are still attracting attention months or even years later.
This insight opens the door for smart content repurposing, which can save you time and resources.
Let’s say one of your blog posts has been driving consistent traffic for a while, but engagement is starting to wane.
By measuring its performance, you can decide whether it’s worth refreshing the content or turning it into a new format like a podcast, video, or downloadable eBook.
Repurposing can breathe new life into your best content and let you reach a new audience.
Stay ahead of trends and competition
In content marketing, what works today might not work tomorrow. Regularly measuring your content’s performance pushes you to experiment, learn, and evolve.
Here’s my self-designed pathway (that I follow) to win BIG.
Now the choice is completely yours! Evolve and achieve your goals, or risk being left behind!
I strongly believe measuring your content performance is the first step to evolving. It gives you the inside track on what’s working and what’s not.
But that’s not all.
Keeping an eye on your competitors is just as crucial. It’s how you stay one step ahead.
When you track their strategies, you can quickly spot opportunities.
Let’s say, if they’re doubling down on a new type of content (like video), you can pivot your strategy and explore that area first, beating them to the punch.
Finally, staying ahead of trends is a must.
Identify emerging trends, adapt to changing audience preferences, and experiment with fresh formats and strategies.
If you notice interactive content (like quizzes) engaging your audience, integrate more of those into your approach.
This is how content marketing metrics help us stay ahead and adaptable. Next, we’ll go over 15 important metrics you should track.
15 Key Content Marketing Metrics To Keep Track Of
When you’re knee-deep in content marketing, keeping track of key metrics can help you understand what’s resonating with your audience and what needs tweaking.
To make it easy for you, we’ve divided essential types of marketing metrics into different categories. Let’s get started with website metrics.
Website Metrics
Your website is the backbone of your content marketing, so tracking its metrics is essential.
These metrics show how visitors interact with your site and whether your content hits the right spot.
By monitoring them, you can ensure your website supports your business goals effectively.
Website Traffic
Your website traffic is the digital equivalent of store footfall.
Source: Giphy
It tells you how many people are visiting your site, where they’re coming from, and which pages are pulling them in.
Tools like Google Analytics help you track total visits, unique visitors, and traffic sources. I recommend starting with this tool since it’s free and user-friendly.
Source: Google Analytics
Speaking of traffic, high traffic on a page means your audience is interested in that content.
But it’s important to dig deeper and understand where the traffic is coming from; whether it’s organic search, social media, or referrals.
This insight helps optimize your strategy.
Remember, traffic isn’t just a vanity metric; it reveals which channels are driving results.
By tracking traffic spikes or dips and linking them to specific campaigns or content launches, you can identify what’s working and why.
Bounce Rate
If website traffic is your footfall, bounce rate is the number of visitors who step in and immediately step out.
This might sound worrying, but high bounce rates might mean your content isn’t attention-grabbing or your page loads too slowly.
You’re in dire need of optimizing landing pages and improving the following to keep visitors engaged:
- Page load speed
- Navigation
- Readability
- Content relevance
Write clear CTAs to guide readers to the next step and boost conversions.
A good rule of thumb: Aim for a bounce rate below 40%.
Here’s a simple formula to calculate the bounce rate with the help of insights you can easily gather:
Bounce Rate = # of Bounced Visits / # of Total Visits
Overall, lowering the bounce rate means you’re keeping your audience interested, which boosts conversions.
💡Quick Tip: Add exit-intent pop-ups to re-engage users before they leave.
Avg. Session Duration
How long are visitors staying on your site per visit?
Average session duration measures just that.
Longer sessions generally indicate that users find your content engaging and valuable.
If visitors are leaving after just 30 seconds, that’s a red flag.
It’s time to review your content and make it more captivating + interactive.
Google Analytics can help you track this metric and see which pages are keeping visitors longer and where you might be losing them.
Aim for sessions lasting over 2 minutes.
But the real question is, how can you extend this time?
The answer lies in these key factors:
- Engaging content
- Intuitive navigation
- Compelling CTAs
Note: If you want to adopt a more granular approach, avg. page time can give you a more detailed view of what’s working.
Organic Search Rankings
Source: Freepik
One of the content marketing metrics that matters the most is where you stand on Google.
Your organic search ranking determines how well your site appears in SERPs for relevant keywords.
In other words, it means how easily your audience can find you without ads.
Tbh, ranking high on search engines is a badge of honor for marketers.
It means more visibility, credibility, and traffic — all of which are key to growing your online presence.
Not only this, but it also signals to your audience that your content is valuable and trustworthy, making it easier for them to find and engage with you.
The result?
Increased brand awareness and more opportunities to convert visitors into loyal customers.
SEMrush Keyword Rank Checker and Ahrefs Rank Checker Tool help monitor your rankings. Once tracked, you can then identify opportunities to climb higher in SERPs.
💡Quick Tip: Regular content updates, keyword optimization, and backlinks are key to improving your Google keyword rankings.
Social Media Metrics
Social media metrics help you gauge how well your content resonates with your audience on different social channels.
Let’s find out the 3 most important social metrics to help you elevate your content marketing strategy below!
Social Media Engagement
Social media engagement measures interaction such as likes, shares, comments, DMs, and saves across Facebook, Twitter, Instagram, LinkedIn, etc.
These content marketing metrics show how much your posts influence your audience. A higher level of engagement often correlates with stronger relationships and trust.
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But you don’t have to stop there!
Experiment with interactive content like polls or Q&As and keep a close eye on which formats your followers engage with most.
For instance, if a particular post gets more shares, replicate that style or topic in your future posts.
In essence, use social media tools like Hootsuite or Sprout Social to track your social actions and focus on creating content that invites conversation and interaction.
💡Bonus Tip: Running your Instagram account and struggling for captions? Give CGAI’s Free Caption Generator a try! Trust me, it’s the easiest way to level up your posts and keep your audience hooked!
Reach and Impressions
Note: These simple metrics are vital for understanding the visibility of your content.
Reach tells you how many unique users saw your post, while impressions count the total views, including repeats.
Together, they indicate how visible your content is.
If your reach is low, your content might be oversaturating your current audience. Now’s the time to refine your targeting strategy or post at peak times.
You can consider using Platform Analytics to track them.
Moreover, Meta Business Suite can provide useful insights to adjust your strategy accordingly and maximize your audience size.
Click-Through Rate (CTR)
CTR is the bridge between awareness and action.
Simply put, it’s a direct indicator of how compelling your message is.
Basically, it calculates how many people click on a link within your post or ad, divided by the number of impressions it received.
To track CTR, use built-in analytics on platforms like Facebook or Instagram. The second option is to leverage link-tracking tools.
A higher CTR indicates that your audience is interested in what you’re offering.
Low CTR?
Your call-to-action (CTA) or visuals might need a refresh. Revisit and make them more effective, punchy, and spot-on.
Use A/B testing to refine these elements and keep the focus on delivering value to entice those clicks.
Email Marketing Metrics
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Your email list is a direct line to your most engaged audience.
Email metrics help you gauge how well your messages land, ensuring you’re delivering value, not spam.
Here are two crucial metrics to keep an eye on.
Open Rate
As the name suggests, open rates reveal the percentage of recipients who opened your email.
It’s a clear sign of how catchy your subject lines are.
Want better rates?
Test different subject lines and send times.
Personalize your subject lines, experiment with emojis, and avoid spammy words like ‘free’ or ‘guaranteed’.
Lastly, keep an eye on industry benchmarks to see how you stack up.
Be sure to use email marketing platforms like Mailvio to track this metric.
Remember, a good open rate falls between 30-40%, depending on your industry.
Make sure you refine your email-related content strategies to achieve this.
Unsubscribe Rate
No one likes losing subscribers. It’s a tough pill to swallow but an important one to track for email hygiene.
This is the percentage of recipients who opt out of your email list after receiving an email.
A high unsubscribe rate signals that your content isn’t meeting expectations. It can either be irrelevant content or emails that are too frequent.
Keep track of this metric using your email service provider.
To reduce unsubscribes, regularly clean your list and segment it to cater to specific interests for better results.
Make sure your content is valuable and well-targeted to your audience’s interests.
What should your goal be?
Keep the unsubscribe rate below 0.5% by staying relevant and offering value.
Revenue and ROI Metrics
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At the end of the day, your marketing efforts must improve your bottom line.
Revenue and ROI metrics tie your content efforts directly to financial performance. They ensure you’re not just spending but investing.
Here’s what you need to know about them.
Customer Acquisition Cost (CAC)
CAC is the cost of acquiring a new customer. You can calculate it by using this simple formula:
CAC = Sales + Marketing Expenses / Number of New Customers
A lower CAC indicates efficient spending.
Your ultimate goal should be keeping CAC low while increasing conversions.
Tools like HubSpot can help track this metric regularly to ensure that you are not spending too much money on customer acquisition.
To reduce CAC, refine your targeting and improve your conversion rates through optimized content and campaigns.
Customer Lifetime Value (CLV)
CLV measures the total revenue a customer will generate over the course of their relationship with your brand.
It’s a measure of loyalty and profitability.
Understanding and tracking this metric helps you determine how much you can afford to spend on customer acquisition.
The higher the CLV, the more you can invest in retaining customers via content and other promotional strategies.
You can improve this by focusing on retention strategies like loyalty programs, upsells, or exclusive offers.
💡Quick Tip: Pair CLV with CAC to gauge overall profitability!
Return on Investment (ROI)
This is the king of the content marketing metrics dashboard.
ROI measures the profitability of your marketing campaigns.
It’s the return you get on every dollar spent on content marketing.
Calculating ROI is straightforward, almost as simple as 2+2.
ROI = ((Total Revenue Generated – Total Campaign Cost) / Total Campaign Cost) x 100
Positive ROI means you’re earning more than you’re investing, which is the goal of every campaign.
Or…
If your ROI is low, reassess your strategy and budget allocation to focus on high-performing channels and content types.
Paid Ad ROI
Paid ad ROI specifically evaluates the return from your paid advertising efforts.
This metric helps evaluate how effectively your ad spend is turning into revenue.
Google Ads and Facebook Ads Manager provide tracking features to analyze paid ad performance.
Like other content marketing metrics, a positive paid ad ROI indicates that your ads are profitable. If it’s negative, you might need to refine your targeting, ad creatives, and landing pages.
Lead Conversion Metrics
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Lead conversion metrics track how effectively your content turns visitors into leads and leads into (paying) customers.
Conversion Rate
Your conversion rate measures the percentage of users who completed a desired action, e.g. signing up for a newsletter, filling out a form, or making a purchase.
It’s a direct reflection of your campaign’s effectiveness.
The higher the conversion rate, the more successful your funnel is.
You can track this in Google Analytics or your CRM.
If your conversion rate is low, A/B test landing pages, CTAs, and forms to improve it.
The goal?
Make every click count.
Lead-to-Customer Ratio
What percentage of your leads actually convert into paying customers?
This metric is key for evaluating the effectiveness of your sales and marketing alignment.
A lower ratio than expected means there’s a gap in your funnel. Maybe your leads aren’t qualified or your follow-up needs work.
Tighten this gap by nurturing leads with targeted content and personalized follow-ups.
On the other hand, a higher lead-to-customer ratio means that your sales team is effective at closing deals.
By keeping an eye on these content marketing analytics, you’ll be better equipped to fine-tune your strategy, ensuring your efforts yield the best possible results.
How To Select Which Content Performance Metric To Track?
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“There are three objectives for content marketing: reach, engagement, and conversion. Define key metrics for each.”
— Michael Brenner (CEO, Marketing Insider Group)
When choosing which content marketing metrics to track, start by defining your goals.
Are you looking to raise brand awareness, boost engagement, or drive conversions? The trick is to align metrics with what you want to achieve.
For example, if you’re focused on visibility, start monitoring impressions and reach.
On the other hand, if engagement is your goal, focus on social shares, comments, and time spent on the page.
Knowing your specific objective will help narrow down your choices, making it easier to track meaningful content marketing metrics and assess progress toward your goals.
FAQs
Q. Which metrics can help you determine if your content marketing strategy is working?
Content marketing metrics like engagement rate, lead generation, conversion rate, and customer retention directly indicate the effectiveness of your strategy.
Q. What is the difference between content marketing metrics and KPIs?
Metrics are data points you track, while KPIs are specific, goal-oriented metrics that measure success against your objectives.
Q. How often should I track metrics for content marketing strategy?
Regularly! Weekly tracking works for active campaigns, while monthly or quarterly reviews are better for longer-term insights.
Q. What’s the difference between vanity and actionable metrics?
Vanity metrics, like page views, look good but don’t show true impact. Actionable metrics, like conversions, directly influence your strategy.
Q. How can I improve underperforming content marketing metrics?
Analyze the data, identify weak points (like low CTRs or engagement), and adjust your content strategy accordingly — test, learn, and optimize.
Final Thoughts
Creating high-quality bulk content and posting consistently are the cornerstones of a successful content strategy. But they’re only part of the equation.
To truly maximize your efforts, you need to keep a close eye on your content marketing metrics.
These metrics are your compass, guiding you toward what’s working and showing you where adjustments are needed.
By tracking metrics like views, engagement, and conversions, you can make data-driven decisions that enhance your strategy over time.
Content Gorilla AI makes it easier to maintain a steady flow of quality content while focusing on the numbers that matter.
Remember, the best results come from pairing great content with smart tracking.
But you need to understand that gauging content success isn’t just a one-off task to check off. It’s an ongoing process and we should follow every aspect of this journey to guide our decisions.
Keep refining your approach, and let your content marketing metrics show you the path to success.
When content, consistency, and metrics work together, your content marketing efforts can truly thrive.
I am a full-time online marketer, for over a decade now. Helped over 100,000+ people & generated well over $12M in online sales.