20 Metrics To Measure Content Marketing

Content Marketing

There is a very slight difference between a Writer and a Content Marketer. But actually, this difference is huge. I will try to explain the difference broadly. Any writer or content marketer must know this difference.

A writer is a person who use written words in various styles and techniques to deliver their idea. It has the ability to produce various forms of literary art like novels, stories, poetry, plays etc which is not affiliated with any organization until and unless someone hires them.

On the other side,

A Content Marketer is the strategic creation of text, images, audio or video that delivers a relevant, interesting message to a customer with the intention to derive sales.

For any organization, Content Marketing is very important. It increases your sales, retains your customers, builds your brand and engages customers for a long term. A true content marketer not only builds strong strategies but also judge the outcomes received from it. Also, analyzes what tricky measures can be taken to enhance further. But what are the metrics to judge your Content Marketing strategies?

Well, I am sharing below a few metrics which will help you to analyze your content marketing.


1.  Page Views  – Page views tell you how many and which of your content pages your visitors are consuming, which can help you identify the content that’s performing well.

2.  Unique Visitors – It tells you the overall size of your audience and how much of your traffic is repeat visitors.

3.   Average Time on Page – It gives you insight into whether people are quickly leaving your content or sticking around to consume it more slowly.

4.   Email Opens – It is also an Email Marketing Metrics called ‘Open Rate’ which tell you by how much percent your email gets open.

5.   Email Clicks – This is also an Email Marketing metrics which tells you after opening your email who clicks on it which is called Click-Through Rate.

6.   Form Completions – You can use your marketing automation tool to measure how many forms get completed with valid information.


7.   Return Rates – This shows you how many of your visitors are return visitors. It is good to have a mix of returning and new visitors.

8.   Bounce Rate – It is calculated on the basis of entry click and exit click. If both these clicks occur from the same page on your site, so it is counted as “Bounce”.

9.    Pages per Visit – It identifies how many pages are visited by a particular visit.

10. Unsubscribes/Opt-Outs – You can track the number of unsubscribes or opt-outs and thus can track new subscribers to see if you can grow your list at the same time.

11. Follower/Unfollower Count – The primary means of retaining a visitor is receiving a “follow” from them so they can continue to get updates and hopefully come back to your site.


12.  Social Media Likes/Shares – With the help of some tools you can get statistics on the number of shares of a piece of content across all networks.

13.  Email Forwards – This gives you the number of email forwards of the email you sent. Although all the forwards cannot be quantified, because some users click to forward rather than using the “forward-to-friend” button.    


14.  Comments – More the number of comments more the engagement is felt.

15.  Session Duration – It is the length of time a visitor spends on your site during a visit across multiple pages.

16.  Page depths – This shows how many pages your visitors are visiting per session. Are they interested and consuming several pieces of content?

17. New Leads Generated – It tells the number of leads generated and you use your marketing automation tool and CRM to calculate how many new leads came into your database.

18. Existing Leads Touched – Again you can use your automation tool to calculate how many existing leads in your database interacted with a piece of content.


19.   Time to Publish – This tells you how long does your team take to move from an idea to a published piece of content. This gives an analysis of the content creation process and your team’s efficiency.

20.  Content Throughput – This refers to the volume of content your team members produce over a given time. This also gives your team’s efficiency.  


If you can think of more metrics for content marketing strategy then please do share in the comment section.


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