How to measure your content marketing effectiveness  

3 September 2018:

What does it mean that your content marketing is “working?” In general, this means it’s supporting your marketing and business goals.

Here’s a simple way to track your content marketing program and, more importantly, how to communicate this to your team and management.

How to track basic KPIs

When putting your measurement program in place, start by deciding how frequently you’ll collect your data. A good schedule to start with is measuring marketing effectiveness on a monthly basis. This has worked well for CMI, though we watch some metrics weekly to make sure monthly goals stay on track — especially those we can address quickly.
Then, create a spreadsheet that documents and tracks the following:

  • Your marketing goals. If you have several, it may help to put them in order of priority. (By this point, you should have agreed on goals with your management team; if you haven’t, now is the time to get on the same page.)
  • The key performance indicators (KPIs) you’ll use to measure the marketing effectiveness of your content.
  • Your plan for gathering this performance information.
  • Who will be responsible for collecting and reporting this data.

I can’t stress enough that everyone working on content marketing needs to know the core KPIs for measuring the marketing effectiveness of your content. Whether or not they’re directly involved with your content analytics, it’s critical that content creators understand how their work impacts overarching company goals.

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Source: Content Marketing Institute

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