Content Marketing is the beautiful art of making work that matters — and then, finding ways to share it with people who want to see it. It’s defined as any type of marketing that involves creation and sharing of text/media and publishing content in order to achieve campaign goals (for example: acquiring and retaining customers).
Content Marketing Institute defines it as “A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
Owing to its very effectiveness, companies invested over $118bn in content marketing and related exercises last year. We all know that Content marketing has come a long way and there are now definitive metrics measure the effectiveness of your content.
Recently, Curata has published a comprehensive Guide to Content Marketing Analytics & Metrics. It provides a detailed guide to proving the effectiveness of content through various metrics. Curata compiled 29 of the most essential content marketing metrics into an infographics.
These metrics have been divided into 7 key categories:
- Consumption
- Retention
- Sharing
- Engagement
- Leads
- Sales
- Production/cost .
On the basis of these factors, you can measure the success rate of your campaigns and pick up the most effective tool/channel for your business. These matrices can be used as a guide if you’re looking to expand your level of measurement or if you’re just getting started. For example; “In order to track retention of existing email list subscribers, you can watch closely unsubscribes and opt-outs option.”
Check out the infographic below.
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