As a content marketer, it’s important to track metrics that prove your efforts are working. But it’s also important totrack metricsthat help you improve.
为了证明您的内容正在为您的公司或客户带来结果，您可以跟踪所有首选指标measuring content success highlighted in this report.
What’s interesting is that in this report,超过60%的被调查者排名“领导”as the most important KPI for measuring the success of their content marketing program.
这是什么意思？尽管这些指标描绘了您的内容营销工作如何成功的图片，但它们并不总是为您提供颗粒数据，您需要发现哪些特定内容，广告系列，渠道和努力最有效地驱动价值。
为了真正改进，您需要借助于营销仪表板软件。
Not sure where exactly should you dig deeper?
为了揭示一些更独特的内容营销指标，我们要求40多个营销人员分享他们对最被忽视的指标和KPIS用于测量内容。
结果，我们确定了17个指标，您可以跟踪以测量和证明内容营销投资回报率when the go-to metrics don’t provide as much detail as you need.
- 有机交通投资回报率
- Assisted Conversions
- 销售量Cycle Velocity
- 客户情绪
- 管道贡献
- CTA Conversion Rates
- New Contacts/Relationships
- 客户寿命价值
- 导致转化率
- Lead Scores
- Qualified Visitors
- 页面值
- Attribution
- Exit Rate
- Number of Ranking Keywords
- Mobile Entrances
- 重复访客
如果你跟踪交通但不确定如何translate that into generated revenue, tracking leads but aren’t sure how many of those leads turn into sales, or tracking conversions but aren’t sure how often the catalyst for those conversions was content, these metrics may help.
让我们潜水。
1. Organic Traffic ROI
“我们的客户经常问如何计算有机交通的投资回报率,” says Anna Wolf of上标营销。“我们通过两种方式做到这一点。”
“首先，我们计算使用付费搜索来驱动相同数量流量的费用；我们将流量驱动关键字的平均PPC乘以有机点击的数量。”
“Second, we work with clients to place a value on content-driven conversions (for example, registering for the site).”
“Using simple math, if—on average—10% of site registrants go on to buy the product for $1,000, the value of each registrant is $100. Multiply that by the number of organic clicks that ultimately led to a site registration, and there’s your ROI.”
PRO TIP: Measure Your Website Content Marketing Performance Like a Pro
To optimize your website’s content for conversion, you probably use Google Analytics to learn how many people are interacting with your site, which pages brought them to the site in the first place, which pages they engage with the most, and more.
您可能必须在Google Analytics（分析）中浏览多个区域和报告，以获取所需的数据。现在，您可以在监视基本指标的单个仪表板中快速评估您的内容性能，例如：
- 逐页，城市和国家 /地区。Where are your visitors located?
- Goal completions by landing page.Which pages receive the most traffic and convert the best?
- Bounce rate by page title.哪些页面鼓励访客进一步阅读？
- Sessions by landing page.Which pages do new visitors view first?
- Exits and pageviews by page.Which pages do visitors last view before leaving your website?
和更多…
现在，您可以从我们的Google Analytics技术专家的经验中受益，他们将plug-and-play Databox templateshowing the most important metrics for measuring your website content marketing performance. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
You can easily set it up in just a few clicks – no coding required.
要设置仪表板，请按照以下3个简单步骤：
Step 1:Get the template
Step 2:Connect your Google Analytics account with Databox.
步骤3：在几秒钟内观看仪表板。
2.辅助转换
“Given that our content marketing campaigns include a wide variety of tactics—including distribution of free content, paid traffic acquisition, social media, and link building—we like to look atGoogle Analytics（分析）的辅助转换as an interesting way to track our activity,” says Kris Hughes ofProjectManager.com。
“Assisted Conversions show us which channel(s) typically lead to trial signups of our software immediately after being visited (i.e. an assist). The closer the value of the medium is to 0, the more likely it is on average to lead to an assisted conversion.”
“Anything around 0.2-0.4 is doing a great job of leading to conversions after visits. Along these lines, organic search traffic at 0.32 is our best-assisted converter. People who visit one of our articles from search are the most likely to then sign up for a free trial.”
“这个KPI通常在雷达下飞行，尤其是如果您的重点是直接转化而不看到转换是如何进行的，但是尽管如此，但仍然非常有价值，也是一种独特的方法来衡量和评估整体内容营销策略中的每种媒介，休斯说。
帮助juice乔什·布朗（Josh Brown）同意：“辅助转化措施可以更好地了解您的内容如何通过显示特定页面导致客户最终转换的方式来帮助客户通过客户旅程。”
“For example, a user might land on your website by finding a particular piece of content via Google and then bounce. Two days later they land on your website again from social media. Finally, they come back the next week—this time directly—and convert.”
“借助辅助转换模型，这两个内容中的每一部分都将获得最终转换（最多90天）的部分信用。”
“This is especially important as content is meant to target and support leads throughout the funnel; a lot of times it can be hard to quantify the value of top-of-funnel content if only using a last-click view of conversions.”
“This all allows content efforts to be tied to ROI more easily than some other important—but soft—content marketing metrics like brand awareness,” Brown says.
3.销售周期速度
“Frontline numbers liketraffic and pageviews事情。”抄写’s John Miller, “but we find that an important KPI is sales cycle velocity.”
“There are obviously many factors here, but a strategic approach to content marketing plots content along the buyer’s journey. If you have high-quality content that builds trust along the way, you should be able to reduce the time to sale.”
“Tracking this requires sales team members to catalog when the first contact occurs, as well as tracking the average time to sale across the organization.”
4. Customer Sentiment
“Content marketing draws its core success principles from a basic philosophy of public relations, which is all about reputation,” saysBen Van Loon。“衡量这一点始于情感：了解客户对您的内容和产品的感觉。”
“您可以通过各种社交媒体监控工具进行定量和定性评估这一点，并以您的直觉作为内容营销人员来确定情感的总体音调。”
灯泡媒体’s Lewis Kemp agrees: “The vast majority of brands we help completely overlook the importance of social listening. Some aren’t aware of it at all.”
“如果您想知道客户对您的业务的真正看法，则需要监视他们对自己的社交界对朋友/追随者的看法。”
“It’s such a valuable marketing tool that allows to you directly address the successes or failures of your current offerings—and drastically increase your customer sentiment and brand advocacy,” Kemp says.
5.管道贡献
“即使我们正在创建顶级渠道内容，在某个时候，我们希望其中一些人成为客户。”ServiceRocket的比尔·库萨德（Bill Cushard）。“而且我们知道很多人都知道。但是，越来越多的内容营销人员应该跟踪内容对销售管道的贡献。”您可以免费使用这些免费content marketing dashboard examples。
“使用大多数营销自动化工具和/或CRM的广告系列功能，营销人员可以跟踪电子书和网络研讨会等内容为创建销售机会做出贡献。”
“我们在大约两年的时间内找到了公司，仅网络研讨会就占了总管道的14％。我们认为网络研讨会不是唯一14％的人，但我们确实相信网络研讨会是主要作品。”
6. CTA Conversion Rates
Blake Hawksworth ofCreditPlus建议：“我们的优先事项之一是测量CTA转换率。CTA转换率通常是内容是否相关，引人入胜和有说服力的良好指标。”
有关的：13 Ways to Convert More Blog Traffic to Customers
7.新的联系/关系
“I recommend tracking new relationships,” saysRobertsonComm’s Scott Robertson.
“Marketing is the relationships business, so we must measure relationships. And if we do that, we’re less likely to do annoying things—excessive retargeting, publishing blog posts that are not interesting or useful to our audience, spam, sponsored posts, awful emails—that will destroy relationships, too.”
铁纸’s Brian Casey offers a method for tracking new contacts and relationships: “We categorize all of our blog CTAs as a singular HubSpot campaign to monitor how our blogs are driving new leads as the initial touch point.”
“By using blogging as a campaign, you have access to more metrics than you would just by looking at the analyze tab on blogs. You have access to metrics such as ‘New Contacts (First Touch)’ and ‘Influenced Contacts.’”
”这两个指标允许您查看业务ss value of content marketing and determine how effective your blogging strategy is in creating new contacts.” Moreso with this营销自动化仪表板you can easily track both metrics in real-time.
8. Customer Lifetime Value
“One of the most important metrics to know is the客户的终身价值（LTV）,” says Allan Luu ofSure Systems。“这就是您能够决定竞选活动是否有利可图的方式，它还为您提供潜在客户，选择，社交媒体追随者等的美元价值，以帮助量化您的营销工作。”
“以我的经验，人们没有这些数据，也没有回去尝试确切地弄清楚客户或客户对他们有多少价值。人们经常只是在网上盲目地花钱而不知道它是否有利可图。”
9. Lead to Conversion Rate
“One of the most overlooked content marketing metrics islead to conversion rate。” Chloe Bennet说Academized。
“营销人员经常忽略这个指标，因为他们认为他们的工作一旦通过销售领先就可以完成。但是，如果您想开展成功的竞选活动，也应该努力跟踪该指标。”
“如果您的潜在客户都没有转换，您真的可以说您的竞选成功吗？有些责任可以传给销售团队，但是如果领先者不准备转换，他们将做出太多。”
10. Lead Scores
大多数营销自动化和CRM工具都提供领先评分功能，以及My IT认为这对营销和销售一样有用。
“You canindividualize a buyer’s journey with lead scoresby determining where they’re at in the decision-making process. Additionally, you can pinpoint which prospects are most likely to buy so your sales team can focus their time appropriately.”
This is important to track because generating leads is just one side of the coin, it is also important to assess the quality of the leads generated as a result of the content you put out.
11. Qualified Visitors
“We track a metric we call ‘addressable returning visitors,” says Chris Mechanic ofWebMechanix。“For us, addressable means U.S.-based visitors who visit key product and service pages.”
“You can track this metric in Google Analytics by building an advanced custom segment. The reason this is important is that it demonstrates the extent to which you can take top-of-funnel blog readers and move them deeper down in the funnel—and the extent to which you can keep them coming back to your site.”
12.页面值
“页面值是Google Analytics（分析）中的内置指标，可衡量交易价值或目标价值除以内容的唯一页面浏览量。” Joonas Jukkara说SEOSEON Europe S.L.“In other words, it gives you the average value of a page that a user visited before making a purchase or contacting you.”
“For a non-e-commerce business, you just need to remember to define your contact form as a Google Analytics goal and give it a numerical value. This value can be calculated as an average deal value times your average lead conversion rate.”
“可以通过Google Analytics（行为>站点内容>所有页面）访问页面值。请记住要滤除所有产品，类别，收银员和标签页面，以便您只查看博客页面或其他信息页面的有效性。”
“I would benchmark this against the Page Value presented on product pages. This gives you an idea of how profitable it is to drive traffic (paid or organic) into a product/service page compared to other content.”
13.归因
“Monitoring attribution让您了解哪些渠道有助于消耗内容，因此您可以考虑到这些渠道的内容。” Ajay Prasad说。
罗杰·韦斯特’s Diane Callihan agrees that tracking attribution is key:
“在当今的全渠道时代，我们拥有广泛的内容营销渠道 - 销售，显示，重新定位，社交媒体，电子邮件活动，店内促销，直接邮件等。而且您可能同时在这些渠道上开展不同的广告系列。”
“When you finally get a lead or a sale, what campaign/channel do you attribute it to? The answer may not be as easy as it seems, but it’s important to find out.”
14. Exit Rate
“Exit rateis definitely an underutilized metric,” saysCommusoft’s Cristina Maria. “It shows you the percentage of people who entered your website via one page and left directly after reading it.”
“当您构建内容策略时，您需要围绕多个内容构建它，所有内容均由主题连接。这样可以确保到达您网站的访客在那里花费尽可能多的时间。”
“And sure, time on page covers that, but it can be a bit deceiving as that particular piece of content might simply be longer than others or more difficult to follow.”
玛丽亚说：“低出口率证明，相关内容或您的CTA成功地将读者带到了其他页面，从而为您提供了更多的互动点，可以用来进一步提高它们的资格。”
Ajay Prasad agrees: “Almost everyone cares about what pages are driving the most traffic, but very few people track where users are exiting the site. Identifying which pages are dropping off most users is an opportunity to learn what pages need to be revised.”
15.排名关键字的数量
“The most overlooked metric seems to be the number of keywords that start ranking in Google for any piece of content—or for the whole blog/site in general,” saysContentFly’s Annika Helendi.
“Google rankings are some of the most informative and crucial KPIs for content marketing,” says Niles Koenigsberg of无花果广告 +营销。“If you’re not checking your Google rankings consistently, you’re missing out on huge opportunities to improve your digital marketing efforts.”
“Checking your Google rankings shows you how your content compares to other websites and how your content shows up in search queries, which will help you understand how searchers may view and interact with your content.”
“The rankings can also highlight other keywords that can boost your rankings and make your content more visible to your target audiences. Once you include those extra keywords in your content, it becomes far easier for your content to be found by more people, thus widening your reach and improving your visibility,” Koenigsberg says.
16. Mobile Entrances
“每个人都知道，移动优化在内容营销中起着重要作用，” Ajay Prasad说，“但实际上很少有人optimize their content for a better mobile experience。”
“测量移动入口使您可以使用移动设备了解网站上的特定页面的总数中的百分比。”
17. Repeat Visitors
标志性的天才’ James Marques says is repeat visitors: “The more you know about how many times your content is being seen by the same people, the quicker you can change it up and keep people engaged.”
因此，如果您的跳出率高和高频，这并不一定意味着您的内容较差或表现不佳。这可能意味着您有一再访问者，每次发布时都会查看您的新内容。
Choosing the most relevant metrics to track in your营销仪表板是改善内容策略的重要一步。根据您的行业以及您在内容营销过程中的位置，您可能忽略的其中一些内容营销指标可以使您在帮助您衡量内容营销工作的有效性方面有所不同。
