Content marketing supports awareness and demand generation by establishing digital, value-based relationships that give marketers a way to excite and empower existing customers.
It also enhances sales enablement by offering information to those who need it. Whether you’re using an advanced metrics tool or basic analytics, there are fundamental metrics you should always pay attention to when measuring content.
These are explored in a new Modern Marketers Essentials Guide on Content Marketing, released by Oracle Marketing Cloud earlier this year.
Website Traffic/Reach: This metric measures the total of a company’s website visits, email database, social media following, blog subscribers, and anyone else touching your content or marketing messages. It’s useful to understand the percentage of traffic the content you create is driving. The key: It measures the very top of the sales and marketing funnel.
Leads Generated/Prospects Acquired: This is the most popular marketing metric, because it’s important. The key: A lead with contact information can be moved through the path to purchase.
Click Throughs: This measures how well calls-to-action and offers work. The key: It shows the quality of the marketing content—or lack thereof.
Lead to Marketing-Qualified Lead (MQL) Ratio: Specifically for B2B marketers, you need to know how effective you are at converting leads beyond simply gathering contact information toward qualification. The key: Quality MQLs move further down the sales funnel toward becoming actual customers.
Conversion Rates: Specifically for B2C marketers, it’s arguably the most important metric to understand the path to purchase—whether in-store or online—and to achieve the highest possible conversion rate.
Average Deal/Purchase Size: Number of customers is important, but revenue is the ultimate goal. The key: Understanding how purchase trends vary by segment impacts what type of content you create. If 5% of your customers drive 90% of your revenue, are you tailoring your content to attract and create more ideal customers like that important group?
Revenue: This is—literally—the top line of the entire organization and most visible at C-level. So measure it both at the end of your sales cycle and also throughout the month. The key: Revenue metrics will tell you if you are on target to reach your goals—or not. No surprises.