Metrics for success worth measuring in content marketing

Estimated reading time
4 minutes
21st December 2022
Author: Tilly Henley
Posted in: Content Operations, Content Production, Impact & ROI

In modern B2B marketing, content creation and performance tracking can no longer be viewed separately. Instead, measurement against key metrics should inform how you produce your next piece of collateral to give you and your business the best possible chance of measuring ROI and achieving your goals

This formalization of tracking content marketing’s performance is a result of the method breaking into the marketing mainstream, and part of a wider trend of businesses looking to do more with less

Look no further than Turtl’s own study for evidence of content marketing’s growing importance. Our research indicates that 75% of B2B marketers produced more content, or invested more in this aspect of their marketing strategy between 2020 and 2021.

How to measure content marketing ROI

It’s easy to say content marketing needs to be measured. But knowing which metrics are going to be of use is a whole different challenge.

“You have to work hard to get your
thinking clean to make it simple.”
– Steve Jobs

 

Ultimately, marketing teams are only going to have an interest in metrics that directly affect the business, specifically how they help the business grow and relate to your position as a marketer. Keep this in mind when sharing any metrics that may feel entirely irrelevant to the person who just needs the bigger picture. 

So what counts?

In truth, there are hundreds of metrics that you can measure – but just as too many choices can leave consumers confused and deflated, copious amounts of data can hamper even the most enthusiastic marketers. 

Focusing your content marketing metrics around more strategic business outcomes – the types that the rest of your business can really understand, get behind and support – is a well-proven method. In practice, this can take the form of a two-tiered metric measurement system, where both ‘internal’ and ‘external’ metrics are monitored and reported. 

Internal ROI metrics

Shared only among the marketing team. These are used as regular indicators of audience engagement on which to drive valuable iteration. 

  • Click Through Rates (The ratio of clicks per content viewer)
  • Engagement Rate (Total interactions per content viewer)
  • Session Length (How long content is viewed for)

External ROI metrics

Reported back to all relevant departments besides marketing. Typically, these take longer to develop into metrics that are genuinely fit to report. Ultimately they carry more weight in the context of b2b content marketing roi and overall strategic business objectives.

  • Volume of Leads
  • Leads to Revenue
  • Cost Per Lead

Infographic showing metrics for success, content marketing roi

Consider if it is actionable

Take time to consider which metrics are right for your business and whether they help you to achieve your goal as a marketer, and prove your value to the wider business. For many the bottom line is the most important thing, meaning the metrics that demonstrate contributions to increases in revenue and overall ROI receive the most focus. 

But revenue is not always the most important metric in content marketing. If your end goal is more leads then consider how engagement fits into your average customer journey and how you can convert that into leads.

Increasing lead generation is one of the most popular metrics for demonstrating a marketing strategy’s success. Discover how Turtl’s innovative content platform helped Kantar not only boost their lead generation metrics, but also easily measure and report on other key metrics they identified to prove their content’s ROI.

Kantar Media + Turtl, case study front cover, improving lead generation

Brand identity or revenue: Is content marketing ROI the right measure? 

You should always consider your campaign or audience when choosing the right metrics. Whilst these can sometimes go hand in hand, campaigns pushing brand identity will often not include metrics tied immediately to business revenue. For example: a document with lots of downloads may look good for general brand identity and knowing that there is interest in the brand but it may not reflect the leads and overall revenue that the business is striving for. 

For content marketers armed with the right tools, though, there are still lessons that can be learned about best practice from content that is intended to do nothing more than boost brand awareness.  

Read for yourself how Allianz GI used insights from every piece of marketing content they produced to build a truly comprehensive picture of their ICP.

Allianz GI + Turtl, turtl doc case study front cover

Content metrics for success

Now you are fully equipped to effectively report on the performance and ROI of your content marketing efforts; whoever you’re speaking to in your business, whatever their understanding of marketing is.

The only question remaining is, how and where do I get this data? Choosing the right content platform is a great start. Visibility of the metrics you select for your marketing content will be available from reporting tools such as Google analytics, though accessing and understanding these numbers can be difficult.

Turtl’s Analytics Dashboard is designed to present your content’s most important metrics, such as read time, bounce rate and even insights into individual reader engagement, in highly accessible reports. 

The Turtl Takeaway:

Turtl understands marketers’ needs. Which means we know there is no one correct metric to use across all content marketing campaigns, but understanding which metrics are most important for your business is vastly more important than just collecting as much data as possible. 

A focused selection of metrics will significantly help to achieve your desired outcome; whether that’s more leads, reads, engagement, or another metric more suited to your business. Don’t fluff out a report with unnecessary figures.

Using this data and understanding the ROI of your content marketing, can help make decisions about what content is working and where a business should invest. Using Turtl, businesses can easily see how their audience views their content, not just downloads, but; reads vs readers, source and device metrics, and read time of their Turtl Doc. 

To find out how Turtl can work for you, your business needs, and your content – book a call with our team of experts for a custom demo focused on your content marketing needs.

Turtl Webinar 'How to use advanced analytics and drive ROI with Karla and Jenny

 

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