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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 digital marketing consultant, trainer, and speaker. Will ran a successful ad agency in London for eight years, and was Editor of social network MySpace in the 00s. He educates and consults for senior marketers at the world’s leading brands. His previous clients include Samsung, Spotify, Marriott Hotels, Warner Music, Penguin Books, and Net a Porter. Will regularly appears on radio and TV to share his expertise, and presents the DMI’s ‘Ahead of the Game’ podcast.
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