Content Measurement Metrics – Which is the right one for you?
If you enter the world of content creation or content marketing, you are bound to stumble upon the idea of content measurement. There are a lot of measurement metrics and models devised and used by content publishers according to the needs, objectives or simply curiosity. Some of the basic metrics are analysing content depending on the number of likes, shares, engagement, landing page visit etc,. However, the most basic metrics rarely tell the useful information about your audience or how to better your content to achieve your objective, be it lead generation, creating brand awareness or others.
While there are multiple metrics available to measure content, no one has yet devised a flawless metric to measure content accurately. This is because of the following reasons;
– Major focus has been on direct attribution. i.e. a person sees content online and becomes a customer.
– Metrics are relevant to your usage of content.
– Amidst numerous metrics and a few very obvious ones, the useful metrics are difficult to find.
– Content creators don’t usually have time or skills for content measuring measurement.
One of the most commonly used metrics is direct attribution because it helps most content creators measure how much money their particular piece of content is making. While this may be a fruitful way to measure content, (and in cases where the core objective of the content is to sell, it is a recent measurement metric) but if the objective of your content is creating brand awareness, generate engagement, increasing visibility etc., then this definitely isn’t a suitable metrics for you. Also, small businesses don’t need to keep track of each spent dollar. They don’t normally have a long buying process. It is a fair possibility that a user reads your blog, subscribes to an email newsletter and makes a purchase at the end of a funnel. Let’s have a look at this Grow and Convert model, a model for direct attribution of content;
Customers = Traffic x % of traffic that turns to leads x % of leads that turn to customers.
-This is suitable for businesses that sell products or services online and interests customers through either email or content marketing.
– This model is also great for e commerce websites that aim to bring google traffic to their selling pages. When your business is optimised to certain keywords, blog content generates links on searches and ultimately improves the site ranking on search engine results.
– Businesses that run mostly on referrals such as freelancers or agencies don’t need to optimise their content if they get ample work because of their credibility. This direct attribution model can be beneficial for many such businesses. A service selling business can easily calculate their bestselling content using this model.
Blog A: 5000 visitors/month → 2% conversion to subscriber → 1% conversion to customer = 1 customer/month.
Blog B: 20000 visitors/month → 0.5% conversion to subscriber → 1% conversion to customer = 1 customer/month.
This knowledge not only tells you which article performs best but also helps you analyse how you can improve your content. For example, if we consider the above mentioned case;
Since Blog A has a better conversion rate, you can analyse how you can drive more traffic to it.
Also, Blog B attracts more traffic, so you can ponder ways to get a better conversion rate for this.
If you want to analyse how well content marketing is performing or how fruitful it is for your business, you need to figure out how your audience/ content consumers are different than everyone else. This uniqueness of audience helps you prove the true value of your content.
“Through CMI’s blog, books, workshops, and master classes, we talk about measuring content marketing by looking at “what do audiences do that others do not.” Look at how subscribed audiences behave differently than others you might be marketing to through other means.” – Robert Rose from Content Marketing Institute
So basically instead of analysing your content and its coversion rate you analyse the content consumers and their conversion rate. Consider how these two statements are different;
67% of users watch your video
54% saw the video till the product showed up
It is evident that the second data figure is more important as compared to the first one because no matter how many people see the video, if they do not see your product, it kind of kills its purpose. When you have the latter information, you can make a comparison amongst your audience. For example, from the above case, you can devise the conclusion that; Instead of saying “3% of people sign up for a free trail, you can say something like “People who see the product in action 3+ times convert 18% better than other visitors.”
In order to analyse how your audience are different and worthy, Robert Rose put forth the 4Cs;
Campaign value: The effect of your marketing campaign becomes more proficient.
Competency value: Having an online audience enables you to gather valuable data about them.
Customer value: There are chances of creating more loyal customers by using content marketing instead of hard selling.
Cash value: Content marketing and the consumers that keep coming back for the content, become a source of revenue for your business.
Content consumption metrics is based on two data counts;
Scroll: This is the measure of the length to which the users scroll down to. If a user scrolls to the bottom of the page, they are considered a consumer otherwise marked as a tab hoarder.
Dwell: This is the measure of how much time a user spends on the page. If a user spends time on a page equivalent to the reading time of the word count of the page, they are considered a consumer otherwise marked as a skimmer.
These basics are a good place to start if you are considering content optimisation.
Andy Crestodina’s Model
This particular metrics by Andy Crestodina is suitable for all people and content creators be it agencies, e-commerce businesses, small business or anyone using SEO to rank higher in the search results. Unlike other models, the aim of this model is neither to generate leads nor to create brand awareness. Instead, the aim is to generate shared ability through content linking. When users link your content, the credibility of your site increases in search engines.
You create interesting quality content people link/cross your content because it interests them. Linking improves your credibility in Google your main content page starts getting more traffic.
While there are numerous measurement metrics for your online content, spending times and resources on content measurement is only advised if you are going to make use of the data that you gather through these measurement models.