You know that the content you create is of high quality and valuable to consumers. But how sure are you that your content is actually bringing you results?
In order to know whether your content marketing efforts are worth the time and money, you absolutely need to track campaign metrics and results.
- Page views: This is the number of visits to your content landing page.
- Viewable impressions: The number of times an ad has been viewed.
- Click-through rate: The number of clicks divided by the number of viewable impressions, or the percentage of people who clicked on an advertisement in order to arrive at a destination site.
- Earned page views: The number of users who reach your content landing page from various sharing channels.
If you rely heavily on native advertisements—which are generally most successful for brand awareness and product or company visibility— measuring leads that come directly from these ads can be difficult. This is due to the fact that native ad articles are at the “top of the funnel” in the buyer’s journey, and are useful to those who are simply looking for information, answers, or opinions.
Regardless, you can still quantify native ad success by looking at a variety of metrics, including the average time someone spends on the page and scroll depth (the percentage of total article length through which the user scrolled). Click-through rate on native ad placements will also tell you how successful you are at reaching the right audience with the right message.
Whatever your objectives are—from raising brand awareness to increasing sales for a specific product—it’s important that you know whether (if at all) your methods and tactics are paying off. Ultimately, you want to know if you’re improving your business’s bottom line.
