Knowing which content marketing metrics to track
In content marketing, it’s easy to be impressed by the sheer volume of content marketing metrics at your fingertips. From site traffic and number of page views to scroll depth and social engagement, there are a variety of ways to evaluate the success of your marketing campaign as well as each individual piece of content. Knowing which content marketing metrics to track is a more difficult task and one that too many content teams fail to master.
Knotch is a content intelligence platform that can help CMOs and their teams determine which content marketing metrics to track, while providing tools to enable brands to plan, measure, and optimize their content more effectively.
Are you tracking the right content marketing metrics?
The purpose of content marketing is to build better relationships with audiences, sowing trust, and engaging them with content that educates and improves their perception of the brand. Content performance metrics can help marketing teams understand which pieces of content are most effective, and which could benefit from adjustments to copy, revisions to strategy, or a different distribution channel.
Most content teams know how to measure quantity of engagement. Overall views, unique visitors, time spent on page, and click-throughs are the content marketing metrics to track if you want to know about volume. However, only a few content teams know how to measure content quality, which after all, is the most important metric. A record number of page views can’t be considered a success if the content fails to satisfy users or creates a negative impression of the brand.
Consequently, audience sentiment and attitudes are the most important content marketing metrics to track. These content insights can help marketers design campaigns and produce content that consistently satisfy audience expectations, improve brand perception, and build stronger relationships with audiences.
The real challenge is finding tools for measuring content performance that incorporate audience sentiment. That’s where Knotch can help.
Knotch: tools to track content marketing metrics that matter
Knotch is the only platform that offers content marketers strategic planning capabilities, cross-channel measurement, and real-time actionable intelligence. With Knotch, content teams get technology for tracking content marketing metrics across both owned and paid programs, with 1st party data that is independent and transparent. Because Knotch does not monetize from distribution channels, the data delivered is free of any bias – we simply have no stakes in the success of what we are measuring, enabling brands to completely trust the accuracy of our data.
- Overviews of content marketing metrics to track the performance of each content type, theme, and distribution channel, with suggestions for how to optimize them in real time.
- Audience sentiment data that shows how users engage, behave, and feel about content as they consume it.
- Actionable insights that content teams can use to optimize content efforts, build more effective strategy, and enhance audience segmentation based on sentiment data.
- Cross-platform comparisons that aggregate content analytics across owned and paid strategies.
- Comprehensive audience and performance data that combines quantitative and volume metrics with attitudinal feedback and audience demographic/psychographic info in real-time.
Content marketing metrics you can track with Knotch
Knotch enables teams to establish customizable content marketing metrics to track, combining and weighting content marketing KPIs into a Knotch Content Performance Score – an easy-to-digest metric for understanding the performance of any piece of content.
Content marketing metrics to track include:
- Purchase intent
- Overall views
- Unique views
- Referral source
- Time spent
- Scroll depth
- Video completion rates
- Device & browser type
- Social engagement
- Custom events
- Job Function
- Brand/purchase affinity
- In-market segments
Knotch captures audience sentiment data with a feedback unit built right into content that lets users respond as they consume content. Using an intuitive temperature scale for registering the depth of their positive or negative feeling about content, Knotch has been able to exponentially increase response rates for collecting audience sentiment data over traditional survey methods.
A comprehensive content intelligence platform
In addition to technology for tracking metrics, the Knotch platform provides solutions for all aspects of content marketing. With Knotch, content teams can:
- Improve the way content marketing programs are planned. Competitor content analysis provides insight into the content strategy of the other companies, while a publisher matching feature helps to identify and vet the ideal publishers for your brand.
- Organize content libraries automatically. Knotch makes it easy to keep track of vast amounts of content by automatically tagging and indexing it for easy and immediate access from a central location.
- Mapping the content journey for users. Knotch lets content teams take control of the users’ journey from one piece of content to the next, building an organic experience that meets their needs and interests while directing them toward high-value actions.
- Recommending the next, best piece of content. Knotch proactively engages users as they consume content, using organic and personalized conversations that inform recommendations for the next, most valuable step in the customer journey.
- Developing automated content intelligence. Knotch surfaces insights that can be easily missed and provides intelligence that marketers can review based on topic, audience, and more.
FAQs: what are the best content marketing metrics to track
What are content marketing metrics?
In content marketing, brands use metrics to evaluate how well each piece of content, theme, campaign, and distribution channel is fulfilling the objective of engaging audiences to build positive relationships. Content metrics can help marketers understand which pieces are working well and which need to be optimized, revamped, or replaced.
What are the best content marketing metrics to track?
Qualitative measurements are the best content marketing metrics to track because they indicate how users actually feel about the content they’re consuming. This audience sentiment data is critical to knowing whether a piece of content is providing a positive experience or a negative one.
Why is it important to track content metrics in real time?
With real-time metrics, content marketers can immediately make adjustments to optimize existing campaigns, improving performance and increasing ROI.