You must establish your metrics in light of your content marketing objectives.

When you are putting a content marketing strategy in place, one important step in the process remains the planning of the different activities you’ll be embarking on. You are asking yourself this question in light of the objectives you are establishing with this content:

  • Help and educate;
  • Create a community;
  • Demonstrate your expertise;
  • Help search engines help you;
  • Stay in content with your clients.

These objectives you are setting yourself (which these 5 are examples of) will guide you in the content production phase, but how will you know if this content will be helping you?

What can we measure? And most important, how?

The article I am recommending this week, published over at The Drum, presents a series of elements that can be measured, grouped in 3 large themes:

  • Awareness;
  • Consideration;
  • Conversion.

For example, if you want to measure awareness of your brand, you can measure the rise in new visitors to your website, your search engine ranking, etc. As for consideration, you can measure the duration of website visits, the number of pageviews, various social metrics, etc. Then, to measure conversions, you can watch variations in sales between subscribers and non-subscribers to your content, downloads, etc.

These are the metrics we are used to when evaluating digital properties, but coupled with specific content objectives, they help you focus on discovering what works and what doesn’t, so you can adjust quickly (because you planned to be agile in your initial strategy didn’t you?).

The Drum’s article presents this in the form of a very nice infographic on basic content metrics. Of course, remembers, these metrics won’t serve at all if you don’t match them in light of specific objectives (the initial reason you are diving into content production)!

I’ll let you take a couple minutes to have a look at it, and see if it inspires you to better measure your content efforts…


(source : The Drum)