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What are the most important metrics to track for content at each stage of the customer journey?

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Content is a powerful tool to attract, engage, and convert prospects into customers. But how do you measure the effectiveness of your content at each stage of the customer journey? In this article, you'll learn what are the most important metrics to track for content at each stage of the customer journey, and how to use them to optimize your content strategy.

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Uma Rajavellaiah

Content writer, marketer, and strategist
Jamie L.

SEO Expert | On-Page Content Marketing Specialist | Customer Care and Retentions Mentor| Collaborative Communicator

1 Awareness stage

At the awareness stage, your content goal is to generate interest and attention from your target audience. You want to reach as many people as possible who have a problem that your product or service can solve. To measure the success of your content, track metrics such as reach, impressions, traffic, and engagement. Reach measures the number of people who see your content on any channel. Impressions refer to the number of times your content is displayed on a channel, regardless of whether it is clicked or not. Traffic looks at the number of visitors who come to your website or landing page from a channel. Lastly, engagement measures the number of interactions your content generates on a channel. These metrics provide insight into how well your content is reaching and engaging your audience, allowing you to improve your content distribution and promotion.

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Uma Rajavellaiah

Content writer, marketer, and strategist
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The most important factor in determining your customer's level of interest is "how engaged are they" with the materials you share. It's best to adjust your content strategy if the open and click through rates are low. For example, if you sent a lengthy email the previous time, condense it and make it shorter the next time. The next time, if you haven't shared anything already, send a downloadable PDF. You can share the landing page that you want people to see, among other things. All of these metrics are readily available for you to view. Conversions will depend on how well your content guides prospects through the funnel.

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2 Consideration stage

At the consideration stage, the goal of your content is to educate and persuade prospects to consider your product or service as a solution to their problem. To do this, you need to provide them with valuable information that helps them compare and evaluate their options. Tracking metrics such as leads, lead quality, conversion rate, and cost per lead will give you an idea of how well your content is generating and qualifying leads, as well as help you understand how you can improve your content quality and targeting. Leads are the number of prospects who provide their contact information in exchange for your content, such as an ebook or free trial. Lead quality is based on a prospect's behavior and profile data, such as their industry or role. Conversion rate is the percentage of prospects who take a desired action after consuming your content. Lastly, cost per lead is the amount of money spent to acquire a lead from a channel like organic search or social media.

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3 Decision stage

At the decision stage, your content goal should be to convince and convert prospects into customers. You need to provide them with compelling reasons to choose your product or service over your competitors. To measure the success of your content, you should track metrics such as sales, revenue, customer lifetime value, and cost per acquisition. Sales refer to the number of prospects who buy your product or service after consuming your content. Revenue is the amount of money you generate from sales based on product or service price, quantity, and frequency. Customer lifetime value is the amount of money you expect to generate from a customer over their relationship with your business. Lastly, cost per acquisition is the amount of money you spend to acquire a customer from a channel. These metrics will help you understand how well your content is driving and growing your revenue, as well as how you can improve your content value and differentiation.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jamie L.

SEO Expert | On-Page Content Marketing Specialist | Customer Care and Retentions Mentor| Collaborative Communicator
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Here are some additional tips I can impart as an SEO expert and web content creator with 5+ years of experience: 1. Track actions beyond these stages! Look at clicks, downloads, signups, and other actions users take after consuming content. It shows the content's true impact. 2. Focus on relevant metrics and match them to goals. Awareness = impressions Consideration = engagement (such as likes, shares) & leads Decision = conversions & sales. 3. Content type matters! Track metrics separately for blog posts (views) vs. infographics (downloads).

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What are the most important metrics to track for content at each stage of the customer journey?

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1 Awareness stage

2 Consideration stage

3 Decision stage

4 Here’s what else to consider

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