Web content is at an all time high. By 2020, the digital world will expand to cover up to 40,000 exabytes worth of data. That’s 40,000,000,000,000 (trillion) gigabytes or 312.5 billion 128GB iPod Touches.
This sudden and engulfing influx of data comes as no surprise because according to IBM, 90% of today’s digital data has been produced in just the past two years. And most of these are user-generated.
That being said, a large majority of businesses are starting to take notice of this on-going trend, and the potential it brings to supercharge their marketing efforts. 1 in 6 enterprises spend more than $10 million for just their content production only.
So it’s becoming clear: the value of high-quality content is on the rise. Thus, marketing and customer engagement has changed.
All these look good, feel good, and sound good. But if isn’t reflecting on the bottom-line in such a way that it warrants the attention, what’s the point? At the end of the day, does it contribute to the overall effort of getting to that sweet, sweet ROI?
It was Vince Lombardi, the man they named the Super Bowl trophy after who said:
The measure of who we are is what we do with what we have.
We have plenty of content, but are we measuring it? In a recent survey done by CMI, less than 25% of organizations successfully track the ROI of their content. 15% of B2B marketers say that they do not track at all, and another 10% would rate their tracking attempts as not successful.
Measuring metrics and tracking your performance is important because only data can tell you the real story behind your campaign’s performance. Is it on course in delivering what it’s meant for?
One of the most telling performance indicators is traffic. Traffic can come from many sources: organic, e-mail, referrals, paid, and social. Organic traffic account for 51% of B2B and B2C website visitors, that’s why it’s important for these businesses to get their SEO strategies together to rank in search engines. Users rely on search to discover relevant content on the internet and find the answers to their questions and needs.
But traffic isn’t the only metric that you must closely observe. To get traffic, one must be able to grab the attention of users. One of the more popular and most effective ways to do this is through content creation, because competition is fierce and you must be able to stand out above the rest.
To accomplish this goal, you must invest your time in measuring content metrics that matter. Let’s take a look at one: engagement.
In the study made by BrightEdge, they found out that despite millions of content swimming around the net, only 20% of consumers are engaging—1 in 5 B2C brands gets engagement on content . By the way, engagement means liking, commenting, sharing, and linking content on channels.
But engagement doesn’t stop there. A piece of content might do well, it might even become viral, but if it doesn’t do what it’s made to do (convert or funnel in leads), it simply becomes a vanity trophy.
To identify the right metrics, you must first determine what your goal is for the content. Are you looking to increase traffic and brand reach? Are you primarily concerned with leads? Identify the metrics that will matter most to you.
There are several types of metrics you can use to gauge your content performance:
Business and Engagement KPIs
You must be able to incorporate these metrics in your overall marketing strategy to be able to make better decisions moving forward. Here’s how you can do this:
Once you have established the most important metrics for your content, you then have the tools you need to identify the types of content that are reaching your intended audience and what they are responding to.
The internet will become increasingly saturated with content, there’s no doubt about that. The challenge now is to be noticed. To be successful with content, you need to know exactly how your content is performing and what type of content is engaging with your target audience.