Tracking the content marketing metrics that matter
Content marketers have access to an incredible wealth of content metrics that can help to track performance, optimize campaigns, and demonstrate ROI on content investments. To help brands build strong relationships with their audiences, it’s essential for marketers to focus on the content marketing metrics that matter most. Not all data is equally important, and too often content teams miss the mark by focusing on quantity over quality.
Knotch can help. As a content analytics company, we provide a Content Intelligence Platform that provides a holistic view of audience and performance data, combining quantitative information with qualitative sentiment feedback for a clearer view of how well each piece of content is satisfying the needs of the audience while achieving the objectives of the brand.
Which content marketing metrics matter most?
Content marketing uses valuable content to engage, educate, and build trust with a brand’s desired audience. To realize the benefits of content marketing, it’s essential that audiences enjoy the content they are consuming, that they learn from it, and that the content keeps them returning to the brand again and again.
To measure the success of content campaigns, most marketers rely on metrics that include quantitative information about the number of visitors, time spent on each piece of content, how deeply the user scrolled through the content, and so on.
While all this information is important and helpful, it doesn’t cover the content marketing metrics that matter most: whether the user actually liked the content or learned from it. An asset can have thousands of views, but it’s not successful if most audience members felt negatively about the content or the brand as a result.
While many CMOs would agree that these kinds of data points on audience sentiment are the real content marketing metrics that matter, they would also concede that collecting useful attitudinal feedback is difficult with existing tools, and that tracking real-time audience sentiment data has been virtually impossible.
Enter Knotch – with an intuitive and engaging audience feedback unit that captures sentiment data in real-time, with response rates that are exponentially greater than traditional techniques.
Monitor all the content marketing metrics that matter with Knotch
Knotch is an independent content marketing intelligence platform that helps CMO’s and content teams measure and impact the outcome of content efforts. Providing real-time, actionable intelligence across all paid and owned programs, Knotch makes it easier to plan campaigns, measure content marketing campaign KPIs, optimize programs, and benchmark results.
Knotch provides technology for measuring content effectiveness using independently and transparently collected content performance data and by eliminating dependence on unreliable, third-party data. To prove and improve the impact of content investments, Knotch provides marketers with:
- Dashboard views that show what content types, themes, and distribution channels are working best and which can be optimized in real-time.
- Aggregated content analytics that enable cross-platform comparisons across owned content hubs and paid partnerships.
- Holistic audience and performance data that combines quantitative and qualitative metrics with audience demographic and psychographic information.
- Audience sentiment data that reveals how customers engage with, behave around, and feel about each piece of content.
- Actionable insights that brands can use to optimize campaigns, enhance strategy, and segment audiences more effectively.
How Knotch captures the audience sentiment metrics
To effectively measure a user’s feeling about the content they’re consuming, Knotch built a contextual feedback unit that can appear on the page alongside content, allowing users to share their opinion about content even as they’re engaging with it. The Knotch feedback unit uses a customizable temperature scale that lets users quickly indicate the depth and nature of their feelings around the content they’ve encountered, which can be reported back to content teams in real time.
By overcoming the limitations of traditional techniques for capturing sentiment – which typically involve intrusive pop-up surveys or email surveys that arrive long after the engagement has ended – Knotch has been able to achieve response rates of roughly 20%, or 2000X greater than the 0.01% of traditional survey techniques. By providing sentiment data in real time, Knotch enables content teams to make immediate adjustments to content to better meet the expectations and needs of users.
Plan, measure, optimize and benchmark
In addition to tracking and reporting on content metrics, the Knotch platform provides tools for all aspects of content marketing, including:
- Planning campaigns. Knotch provides competitor content analysis that delivers an in-depth view of the competitive landscape and what creative themes are performing best in different industries. A publisher matching feature identifies ideal publishers based on audience demographics, KPIs, and creative goals.
- Recommending content. The Knotch content recommendation engine proactively engages audiences in organic and personalized conversations as they consume content, collecting feedback to recommend the next most valuable step in the content journey.
- Mapping content journeys. Knotch gives content teams control over the user’s journey from one piece of content to the next, engaging and educating them while meeting their needs and keeping them on the site longer.
- Organizing content. Knotch automatically organizes and classifies each piece of content in a central library, providing fast search and filter capabilities for easy and immediate access to assets.
- Developing intelligence. Knotch uses AI-powered processes to surface insights that might be missed, providing marketers with intelligence that can be consumed based on topic, audience and other criteria.
FAQs: what are the content marketing metrics that matter most?
What are content marketing metrics?
Content marketing metrics are the measurements by which content teams evaluate the performance of content marketing campaigns, themes, assets, and distribution channels. By tracking and reporting on metrics, content teams can identify which aspects of campaigns are working well and which should be optimized, revised, or replaced in order to more effectively build trust and relationships with target audiences.
What are the content marketing metrics that matter most?
While many content teams are focused on quantitative metrics such as number of page views and visitors, the content marketing metrics that matter most are actually qualitative metrics that reveal how users feel about the content they consume. Successful content marketing requires that content should leave users with a positive impression of the brand, and only qualitative metrics can truly capture this information. Qualitative data is critical for marketers that want to know how to measure content marketing success most effectively.
Why do real-time content metrics matter?
Real-time metrics are essential for maximizing the value of current campaigns. When metrics are provided days or weeks after the fact, they can’t help to optimize existing content efforts. Real-time metrics show marketers which pieces are performing best and which are not, allowing them to make immediate adjustments that can improve performance and enable brands to get more from their content investments.