What are your content goals and metrics?

2 Content metrics

Content metrics are the quantitative indicators that measure how well your content is performing against your goals. Content metrics can be divided into four categories: consumption, engagement, retention, and conversion. Consumption metrics show how many people are viewing, downloading, or listening to your content, such as page views, unique visitors, or downloads. Engagement metrics show how people are interacting with your content, such as likes, comments, shares, or bounce rate. Retention metrics show how loyal your audience is to your content, such as return visits, time on page, or subscriptions. Conversion metrics show how your content is influencing your bottom line, such as leads, sales, or revenue.

3 Choosing content metrics

Choosing the right content metrics depends on your content goals, your content type, and your content stage. You should select the metrics that are most relevant and meaningful for your specific content objectives and context. For example, if your goal is to increase brand awareness, you might focus on consumption and engagement metrics, such as page views, social shares, or comments. If your goal is to generate leads, you might focus on conversion metrics, such as form submissions, email sign-ups, or calls to action.

4 Tracking content metrics

Tracking content metrics requires using various tools and platforms that collect and analyze data from your content channels. Some of the most common tools include Google Analytics, Google Search Console, social media analytics, email marketing analytics, and CRM systems. You should use these tools to monitor and report on your content metrics regularly, ideally monthly or quarterly. You should also compare your results with your benchmarks and goals, and identify any gaps or opportunities for improvement.

5 Optimizing content performance

Optimizing content performance means making data-driven decisions and adjustments to your content strategy and tactics based on your content metrics. You should use your content metrics to evaluate what is working and what is not, and test different variations of your content elements, such as headlines, images, formats, or calls to action. You should also use your content metrics to identify and replicate your best-performing content, and eliminate or update your low-performing content.

6 Learning from content metrics

Learning from content metrics means using your insights and feedback to improve your content quality and relevance over time. You should use your content metrics to understand your audience better, such as their preferences, behaviors, needs, and pain points. You should also use your content metrics to align your content with your business goals and value proposition, and communicate your unique selling points and benefits. By learning from your content metrics, you can create more effective and engaging content that delivers value to your audience and your business.

7 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?