Optimizing performance with content marketing metrics
Brands in every industry are turning to content marketing to build trust, engagement, and stronger relationships with their audiences. As more marketing dollars are directed to content programs, CMOs are looking for ways to track content marketing metrics in order to improve campaigns, demonstrate ROI, and justify the significant resources it takes to do branded content marketing well.
Knotch is a Content Intelligence Platform that provides an innovative set of tools to help content teams plan, measure, optimize, and benchmark their efforts across all owned and paid content programs. With Knotch, brands get unbiased data, delivered in real-time, with qualitative information about audience sentiment – the three most important qualities in content marketing metrics.
The essentials of content marketing metrics
Content marketing metrics, like metrics in any other discipline, are intended to show what’s working, what’s not, and where improvements can increase ROI. And while that sounds straightforward, managing content marketing metrics is more complex than it seems.
For starters, it’s often hard for marketers to know which data to trust. Metrics are often collected and delivered by third parties like publishers, agencies, and tech companies that are invested in the success of the content and incentivized to present performance data in a positive light. While getting unbiased, transparent data is essential to managing content programs, gaining access to that information can be a difficult.
Another challenge for marketers is getting content marketing metrics that matter in real time. Often, information that could help marketers optimize campaigns isn’t available until the campaign is over. This data may be helpful for planning future content programs, but it doesn’t provide the agility that content teams need to get the most impact from existing efforts.
Perhaps the most significant challenge in content marketing is getting holistic data that combines quantitative and qualitative data. Content teams are virtually awash in quantitative data, with metrics for everything from volume of traffic, unique visitors, pages per session, and scroll depth. But what all those metrics can’t reveal is how audiences feel about the content they are consuming – whether they liked it or disliked it, and most importantly, whether the content achieved its objective of building a stronger relationship with audience members. This kind of qualitative data has traditionally been notoriously hard to get right – and virtually impossible to get in real time. Until now.
Holistic content marketing metrics from Knotch
Knotch is the only content measurement solution that provides real-time, transparent data – including audience sentiment data – that works across all owned and paid content programs. Because we never monetize from any distribution channels, our brand customers can be absolutely certain that the data we provide is free of bias. Unlike most third-party data providers, we have no investment in the success of what we are measuring. The data collected by Knotch technology is actually 1st party data owned forever by our brand customers and anonymized for GDPR, CCPA, and other data privacy regulations.
The Knotch platform provides a content marketing metrics dashboard with customizable views that are constantly updating based on real-time data, enabling content teams to choose the most important content marketing metrics to track. With Knotch, content teams have the benefit of:
- Comprehensive analysis that shows what content types, themes and channels are performing best and how they can be optimized in real-time.
- Cross-platform comparisons that enable aggregated content analytics across owned hubs and paid partnerships.
- Holistic audience and performance data that combines quantitative and qualitative metrics in real time.
- Audience sentiment data that enables marketers to understand how customers engage, behave, and feel about each content asset.
- Actionable insights that help to optimize campaigns, enhance strategy, and power CRM and DMP platforms with more targeted segmentation.
How Knotch collects qualitative content metrics
To accurately capture how users feel about content as they consume it, Knotch built a feedback unit that intuitively engages users and captures their opinion about content in context.
The Knotch feedback unit appears on the page right alongside content, providing audiences with an easy and helpful way to express their opinion about the content they consume. Using a customizable temperature scale, Knotch lets users register their feeling about a piece of content quickly and easily as they engage with it, rather than through traditional methods like surveys in pop-up windows or within emails that arrive long after the fact.
By designing an intuitive and engaging device for capturing sentiment data, Knotch has been able to increase response rates by as much 2000% over the standard response rate for surveys.
Solutions for optimizing every aspect of content campaigns
Along with solutions for monitoring content marketing metrics, the Knotch platform provides tools for:
- Planning. The Knotch platform enhances content planning with competitive content analysis that gives content teams a clear understanding of how competitors approach content and what their top creative themes are. Knotch also provides tools to find the best publisher for a brand based on target audiences, KPIs, and creative goals.
- Organizing. Knotch makes it easy to keep content libraries organized by automatically tagging and indexing content, storing it in a single location, and providing robust search and filter capabilities for easy and immediate access.
- Mapping. A tool for mapping content journeys enables teams to build organic experiences that guide readers from one piece of content to the next.
- Recommendations. The Knotch content recommendation engine enables brands to proactively engage with users as they consume content, using AI-powered processes and personalized conversations to determine the next, most valuable step in the content journey.
- Developing insight. Automated content intelligence provides content teams with data on relevant information based on topic, audience, and other criteria, while surfacing insights that could be easily missed.
FAQs: what are content marketing metrics?
What are content marketing metrics?
Content marketing metrics enable content teams to evaluate the performance of content campaigns, themes, pieces, and distribution channels. By tracking content metrics, marketers can understand what is working, what is not, what can be optimized, and what should be replaced in order to better engage, educate, and build relationships with target audiences.
What are the most important content metrics?
Ideally, a content team should track both quantitative and qualitative content marketing metrics. Quantitative metrics illuminate the volume and depth of engagement by reporting on the number of page views and visitors, the time spent on individual pages, scrolling depth, and other data. But because these metrics don’t reveal how a user actually felt about a piece of content, they can’t truly tell marketers whether the content is fulfilling its objectives or not. That’s why qualitative metrics are so important – they provide information about audience sentiment, whether users liked a piece or not, and whether it improved their trust in and attitude toward the brand.