Because building content authority requires time and momentum, companies often get frustrated with measuring the effectiveness of the strategy and aligning those metrics with revenue generated. We tend to discuss metrics in the terms of leading indicators and actual conversion metrics.
The two are related, but it requires some work to recognize the impact of – example – likes on conversions. Perhaps the Facebook likes are more about your buzzworthy humor on your Facebook page than an indicator of how well your brand, products or services are appreciated. It's important to keep things in perspective.
Curata recently published The Comprehensive Guide to Content Marketing Analytics & Metrics, which provides a detailed guide to proving the effectiveness of content through various metrics. To give you a high-level roadmap, Pawan Deshpande compiled 29 of the most essential metrics into the following infographic. Use this as a guide if you’re looking to expand your level of measurement or if you’re just getting started.
We're fans of watching how each metric is trending rather than independently trying to decipher the highs and lows of daily changes. Over time, you'll begin to recognize the leading indicators to recognize what content is having the greatest impact on your bottom line.