{"id":7224,"date":"2019-10-28T09:00:51","date_gmt":"2019-10-28T13:00:51","guid":{"rendered":"https:\/\/contentwriters.com\/blog\/?p=7224"},"modified":"2020-09-09T16:13:59","modified_gmt":"2020-09-09T20:13:59","slug":"switching-from-volume-metrics-to-value-metrics-for-measuring-content-marketing-success","status":"publish","type":"post","link":"https:\/\/contentwriters.com\/blog\/switching-from-volume-metrics-to-value-metrics-for-measuring-content-marketing-success\/","title":{"rendered":"Switching from Volume Metrics to Value Metrics for Measuring Content Marketing Success"},"content":{"rendered":"\n

We know how important it is for content marketers to tie\ntheir results to marketing and business goals. It\u2019s not enough to say that\ncontent marketing is working without demonstrable proof\u2014and it\u2019s also no longer\nacceptable to just hope that content is delivering.<\/p>\n\n\n\n

Most content marketers and managers have some kind of content marketing strategy in place that defines goals, campaigns, and tactics<\/a>. However, it\u2019s rare for their strategies to include content measurement that tracks the performance of their efforts in a concrete way.<\/p>\n\n\n\n

Why You Need a Content\nMeasurement Program<\/a><\/h2>\n\n\n\n

Any brand\u2019s content marketing program is central to its\nsuccess. As such, it\u2019s critical to tie business goals to marketing goals by\nmeasuring what works (or doesn\u2019t). It\u2019s not enough to loosely keep eyes and\nears on our content marketing, especially when there are so many tools\navailable to provide insight.<\/p>\n\n\n\n

For most brands, websites are the primary marketing tool and should be the center of content strategy. All content outside of the website\u2014social media, downloadables, blog articles, email marketing<\/a> and more\u2014leads back to that primary marketing tool. If your website is where prospect conversion takes place, data that informs the content marketing team on who is visiting, what visitors need, and whether you are resonating with them is necessary for the success of future content.<\/p>\n\n\n\n

\"Content<\/figure><\/div>\n\n\n\n

Content marketers are so often intent on continually pushing\nout more content that it\u2019s easy for performance metrics to get pushed to the\nside. Establishing sound measurement practices from the start will enable you\nto get into the habit of assessment, which allows you to track, analyze, and\noptimize your content\u2019s performance.<\/p>\n\n\n\n

This is important-because no matter how creative, memorable,\nor popular your content is, every asset will be judged by the impact it makes\non your business\u2019s bottom line.<\/p>\n\n\n\n

Defining Metrics<\/a><\/h2>\n\n\n\n

Marketing metrics are measurable values that depict the\noverall performance of social platform accounts, campaigns, or lead nurturing.\nDepending on your marketing goals and the channels your content marketing team\nis actively using, metrics will vary.<\/p>\n\n\n\n

Metrics can be misleading, though. For example, there are\ncertain metrics that are feel-good numbers: but once you look below the\nsurface, you\u2019ll see that these metrics are not correlated to your business\u2019\nsuccess. <\/p>\n\n\n\n

This is the biggest problem with using volume metrics alone. Volume by itself doesn\u2019t really inform us with actionable insights. Volume metrics produce no information on what users are interested in or need, and they don\u2019t show us what we can do differently to improve.<\/p>\n\n\n\n

Think about customer expectations. Customers want to be able\nto access the information that\u2019s most relevant to them. Now, think about\nwebsite traffic alone as a metric. Let\u2019s say website traffic improved by 100%.\nThat\u2019s a great number! Yay team! But you also want to know why that improvement\nhappened. For example:<\/p>\n\n\n\n