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The two most important metrics associated with measuring content marketing campaigns are engagement metrics and conversion metrics.
Engagement metrics for a successful content marketing campaign include:
Conversion metrics for a successful content marketing campaign include:
Make sure you choose the right set of metrics to measure your campaign based on its objective. If the objective was awareness, for example, using conversion metrics to evaluate success can misrepresent the value of the campaign activity. The objective should be stated in the content strategy document and agreed with all stakeholders before launch. Remember, it is important to manage the expectations for a campaign and to use the correct metrics to show how the activity impacted on the agreed objective.
A challenge can arise when there are different expectations. For example, the agreed objective might be to drive awareness, but the expectation from stakeholders might be that the campaign will drive direct conversions or sales. Then stakeholders may ask for direct conversion metrics, instead of the awareness metrics, for the campaign. To avoid such cases, explicitly outline the metrics for success in the strategy document before sign-off. And only report on conversion metrics as a secondary effect of the content campaign.
Likewise, in the case of a conversion objective, it might not be possible to report on increased awareness activity following a campaign. Either way, the principle is the same - always ensure you are using the right metrics to report on your campaign in relation to the agreed objective.Back to Top
Will Francis is a recognised authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
By the end of this topic, you should be able to:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
ABOUT THIS DIGITAL MARKETING MODULE
This short course covers the principles of content marketing and demonstrates techniques and useful tools that you can use to develop and refine your content marketing strategy.
You will learn how to:
Approximate learning time: 3 hours