We recently announced a new feature called Campaigns. In this post, we will help you understand where campaigns fit in with the four types of content measurement metrics that matter to businesses.
First things first, when we say content, we are speaking specifically about digital content although some of these principles could be applied to other forms. Additionally, when we say content we mean multiple types of content such as blog posts, videos, infographics, etc.
Each type content has a unique purpose in reaching and converting your audience. Ideally, a single piece of content would reach andd convert all audience types but that is impossible. This highlights the importance of thinking about each stage of the buying cycle when creating content and measuring each piece accordingly.
Consumption metrics answer the question, how many people saw my piece of content? These are commonly selected for measurement because it can be easily seen that a piece of content generates 20 percent of sessions, entrances, or page views and be called a success. These metrics can be found in most Google Analytics or many of their analytic dashboards and while they may be interesting to some CEOs, they’re more important to a marketer or an analyst.
Sharing metrics are simply numbers that show how many times your piece of content was shared on social platforms such as Facebook, Twitter, or Linkedin. These can be measured in a few different ways including on-site GA events added to each social share link or using 3rd party tools such as SocialCount or Post Rank. These metrics can be difficult to increase depending on the industry size of social following. However, providing an easy way to share content can increase engagement. These metrics still may interest some CEOs, but similar to consumption metrics, they’re more important to a marketer or an analyst
Lead generation metrics are the web metrics that matter most to businesses and are likely the marketing metrics where CEOs start showing more interest. This is likely because they are starting to see dollar signs leading to an understanding of a return on their marketing investment. Lead generation can be measured by tracking form completions, order completions, newsletter opt-ins, or something that captures your audience’s information for more specific marketing or sales efforts.
Lead generation metrics often answer the question, how often do content consumers turn into leads? This is because these individual metrics can easily have a value assigned to them by some simple math such as taking gross sales and dividing it by the total number of each form completions. (or by using Unifusion Campaigns to measure the value and ROI for content marketing campaigns)
Sales metrics answer the question; How often do content consumers turn into customers? This requires the use of some sort of customer or prospect database like Hubspot CRM or SalesForce. You will want to be able to track what content was consumed by each lead and the new customer so you can see which piece of content your customers interacted with before becoming a customer.
If you are measuring content with consumption, sharing, leads, and sales metrics you should have a holistic content marketing measurement system in place. Campaigns allow you to measure your content and show the value of the leads and understand the ROI for content marketing efforts.
By speaking in these terms you will also be able to capture the attention of everyone from an analyst to a CEO. If you have any questions or more points to add, please reach out to use on social media.