10 Key Terms in Content Marketing
In order to make the most out of your content marketing strategy, you need to understand the data you’re attempting to analyze. There’s a whole world of content marketing vocabulary, but we’ll focus on 10 key terms.
A buyer persona is a specific segment of your target audience that you wish to target your content marketing toward. Brands separate large audiences into many different buyer personas for the best possible results.
Every time a person lands on your website and leaves without visiting another page on your site, this is known as a bounce. Therefore, the bounce rate measures the average percentage of users who land on your website and leave without taking further action, such as clicking to an internal page.
Click-Through Rate (CTR)
The click-through rate (CTR) measures the percentage of users who clicked through to the next page. Click-through rates are a form of measurement in all types of content marketing, including:
- Social media
- Email marketing
- Blogging and content creation
- Content distribution
- Pay-per-click advertising
The conversion rate of your website or content marketing strategy measures the percentage of people who submit an inquiry to become a lead. In order for this metric to work to your benefit, you need to define what classifies as a lead. Is it a form submission? A phone call? An eBook or whitepaper download? Once you define what a user needs to do to become a lead, you can compare it to the total number of visitors to determine your conversion rate.
Cost per Click
Some marketing platforms require you to pay a budget in order to advertise your content to a targeted audience. Facebook and Google are perfect examples. The cost per click is what your company pays each time a user clicks on your advertisement.
Cost per Lead
To get the best results from your content marketing strategy, you need to invest a bit of time, energy, and most importantly, money. All of your efforts will generate leads for your sales team. The cost per lead measures how much you paid to generate each lead. To calculate this, divide your content marketing budget by the number of leads generated within a specific time period.
Return on Investment
Although content marketing is an ongoing effort, you can determine your how much your company gained from specific campaigns by determining the return on investment. This is identified by dividing the budget by the monetary amount your company received via sales that occurred as a result of the content marketing campaign.
Open rate determines the number/percentage of users on your email subscriber list that actually opened your email marketing message. You can experiment with subject lines to improve your overall open rate. For example, including the word “video” in the subject line has been shown to improve open rate and conversion.
Time on Page/Site
Time on page measures how long, on average, users remain on specific pages throughout your website.
Time on site measures the average amount of time that users stay on your website as a whole. To keep users on your website longer, entice them with top-quality written content.
Website Traffic Source
Content marketing involves attracting users to your website from a multitude of areas across the Internet. When looking at your content marketing analytics, the source tells you where users came from. Common sources include social media platforms, paid ads, and email marketing.
Need Help with Your Content Marketing?
There are hundreds of content marketing terms and metrics that you need to understand to improve your strategy. While you’re analyzing data, you can trust ContentWriters to create exceptional written content for your website or blog. Learn more by contacting us today.
Anne is a copywriter and digital marketing specialist currently residing in the Greater Nashville area. Originally from New England, she leverages her three top talents (writing, marketing, and coffee consuming) for businesses and brands of all sizes across the globe.
Anne is a 2013 Marketing Communications/Advertising graduate from Western New England University in Springfield, MA. She credits her launch into writing to her legendary elementary school poem about pizza that wowed the judges and won the creative writing award in her school district.
When not writing or working on marketing campaigns, you can find Anne at a coffee shop, exploring somewhere new, or training in martial arts as a 3rd degree black belt.