Content Marketing Metrics: What to Track & Why?

If you’re actively creating content for your website, you’ll want to know how it’s actually performing. 

Is it helping your business in any way? Is it bringing leads? Is it making your brand more visible? Is it reaching your target audience? Without this knowledge, you can’t gauge the effectiveness of your efforts. 

Luckily, there are ways you can measure the impact of your content. By tracking the right content marketing metrics, you can assess your content’s performance, understand what resonates with your audience, and make informed decisions to optimize your content marketing strategy

While you’re surely creating different types of content, from blog articles to social media posts, in this article, we’ll focus specifically on the content marketing metrics to track for your blog. 

What Are Content Marketing Metrics and Why Are They Important? 

Measuring the ROI of your content marketing efforts isn’t as straightforward as, for example, measuring the ROI of your Facebook or Google ads. While there are ways to determine whether your content is helping you funnel potential customers into your pipeline, there’s no way to know precisely how it converts into actual sales. 

That’s because, typically, no one converts directly from a blog article they stumbled upon on Google or one Instagram post you created. Rather, every piece of content you create is a stepping stone on their customer journey with your brand – and this journey can be very different from customer to customer. 

But while you can’t exactly track the direct ROI of your content, you should still track a few content marketing metrics to learn how it’s performing. This will help you figure out what works and what doesn’t so you can optimize your content marketing efforts. 

So, what exactly are content marketing metrics? 

Simply put, content marketing metrics are measurements or data points that help you understand how well your content is doing. These metrics show you things like how many people are reading your content or how long they’re staying on your website. Basically, they give you insights into whether your content is reaching and resonating with your target audience and how effective it is at achieving your marketing goals.

Tools You’ll Need to Track Your Content Marketing Metrics 

For starters, you’ll need some analytics tools to help you track your content marketing metrics and the success of your blog articles. You’ll need: 

  • A built-in blog analytics tool to track metrics such as page views, bounce rate, and time on page. Whether your blog is built on WordPress or Wix, you’ll have access to these analytics within your platform’s dashboard or through integrated plugins. 
  • A Google Analytics and Google Search Console account to track metrics like website traffic, user behavior, and conversions. This tool provides insights into how many people visit your site, where they’re coming from, and which pages they interact with most.
  • An SEO tool like Ubersuggest to track metrics like keyword rankings and organic search traffic. These tools help you monitor how well your content is performing in search engine results pages (SERPs), as well as identify opportunities for improving your search engine optimization (SEO) efforts. 

Top 7 Content Marketing Metrics You Should Track

It’s simple: you can’t know how your content is performing unless you know which metrics to look at. Here’s what to track and why. 

1. Organic Search Traffic 

If you’re creating content for your blog, your primary goal is to gain traffic and attract visitors to your website. To know whether your blog content is actually reaching your audience, you should take a look at your organic search traffic. 

You can find this metric in your blog analytics or Google Search Console account. Organic search traffic shows you how many people are finding your website through Google and how many people are clicking on your search results.

2. Page Views 

Another thing you want to understand is which pages and pieces of content attract the most visitors. To measure this, look at your page views. 

Page views are another metric you can find in your site’s SEO analytics section or your Google Analytics accounts. This metric shows how many times each page on your website has been viewed. This lets you identify your most popular content and understand what topics or formats resonate best with your audience.

3. Keyword Rankings 

If you’re aiming to rank for certain keywords on Google, you’ll want to know how well your website performs in search engine results pages (SERPs) for those keywords. 

You can see the average position your website holds in Google’s search results by measuring your keyword rankings, which you can find in your Google Search Console, and your dedicated SEO tools, such as SEMRush, Ubersuggest, or Ahrefs

By understanding which keywords you’re ranking for and which have the most potential, you can refine your content strategy, optimize your website for better search visibility, and attract more organic traffic.

4. Average Time on Page

It’s one thing to rank high in Google’s search results and have visitors click through to your website or blog articles. But it’s another thing to keep these visitors on your site for as long as possible. 

To gauge the effectiveness of your content, you can measure the average time people spend on your pages. If your visitors stay on one of your blog pages for a long time, it means they find the content interesting and engaging enough to read the entire thing. That should be your goal with each blog article you write.

5. Users & Sessions

Another thing you’ll want to know is how many new people are visiting your site and how many are returning. If a new person visits your site, they’re tracked as a user and a session. But when they return to your site, they aren’t tracked as a user anymore – now, they’re tracked only as a session. 

In other words, a user represents a unique individual visiting your site, while a session represents a single visit, regardless of whether it’s from a new or returning visitor. Tracking users and sessions gives you insights into your website’s overall traffic patterns, audience engagement, and user retention rates.

6. Website Sessions by Source 

Website sessions by source is a metric that shows you the breakdown of your website traffic by the different sources through which visitors arrive. This data allows you to identify which marketing channels are driving the most traffic to your site and enables you to allocate resources effectively to maximize your online visibility and reach.

As a business owner, you’ll find it valuable to know how people are finding your website. Is the majority of your traffic coming from Google’s search results, direct visits, or social media? Knowing which channels are bringing in the most visits and which ones need to be optimized will help you determine where to put more effort. 

7. Bounce Rate 

Just like you want to know how long people are staying on your pages, you want to know how quickly they bounce. Your bounce rate shows you just that: the percentage of visitors who are leaving your site after briefly seeing only one page without interacting further. 

The lower the bounce rate, the more relevant your visitors find your site’s content. On the other hand, a high bounce rate may indicate that visitors aren’t finding what they’re looking for or that there’s a disconnect between your content and their expectations. 

It’s important to monitor your bounce rate to figure out where improvements can be made in your website’s content, user experience, and overall design to better engage visitors and encourage them to explore further.

Let Dorothy House Take Care of Your Content 

Creating content can be an arduous task. Content marketing can be time-consuming and frustrating, from planning every article you post on your blog to researching keywords, writing the article, and optimizing it for SEO. 

If you feel that your content marketing efforts aren’t being rewarded or you simply don’t have the time to take care of your content, we’re here to help. 

At Dorothy House, we’re a creative team of content marketers, photographers, and videographers who can help you not only write content for your blog but also create visual content for your website and social media. 

Get in touch with us to elevate your online presence and bring your brand story to life through compelling content and captivating visuals.

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