All metrics are equal, but some are more equal than others when it comes to content marketing.
It all depends on the business and the goals of the content marketing strategy, of course. Despite this, there are certain metrics useful no matter what, says Econsultancy in its Content Marketing Survey Report.
Which are the most common metrics for content marketing?
Number one is 'unique visitors', which was cited by 88% of publishers. 'Page views per visitor' (76%) and 'page views' (71%) were also rated highly. Only a third of the 49 publishers said 'ad clicks' were used to measure success.
You can take a horse to water... It's one thing attracting visitors to your site, but keeping them is another matter and it seems publishers view stickiness as being important.
Three-quarters (76%) said generating a second click for each visit was "very important". Not exactly ground-breaking – every website owner knows that traffic is useless unless it stays, reads more pages and ultimately converts in some way.
How do you keep people on a site?
Recommendations to other content are key, such as providing links to other sections of your site. Some 69% said they use internal recommendations to provide inspiration for where to go next.
How do you get people to read more? Follow the golden rule of content writing – grab your audience and get them interested in what you're saying.
Not only might they want to read more, they might even share your blog post on social media, friend your business on Facebook and sign up to a newsletter.