Measurement Definitions for Content Marketer: –
Marketo defines analytics as to the practice of managing and studying metrics data to determine the ROI of marketing efforts, such as calls to marketing efforts, blog posts, and leadership factors to identify channel performance and opportunities for development.
According to Google Analytics, the bounce rate is a single-page session divided by all sessions on the site.
Bounce is a session that triggers a single request to the analytics server, such as visiting a page on the site and exiting without further action.
Although the site does not say much about exit content, a page that has both high exit and bounce rates may need changes in content.
Click-through rate (CTR):
The Click-through rate is the percentage of total viewers or recipients who clicked on a link in the content asset (clicks divided by total recipients).
It is commonly used to assess success for email campaigns, newsletter-based website visits, and content promotions (e.g., display ads, local ads), where the total number of recipients can be calculated.
The exchange takes place when the user takes action after engaging with the content.
The company dictates that it makes sense to buy a product, register for an event or gated property, subscribe to a blog or newsletter, or join a social media community.
Calculate the conversion rate by dividing the number of visitors to the converted content by the total interaction of the content.
Customer Acquisition Cost:
Customer acquisition cost is how much the company has spent to acquire that customer.
Take all the costs of product research, development, manufacturing, marketing, advertising, etc.
Divide that amount by the number of customers in the time frame.
Download metrics are commonly used to assess the performance of lead-magnet content assets such as white papers, e-books and infographics.
It signifies a deeper engagement and interest than view or visits as the user finds content valuable enough to explore in more detail on their networks or save the copy to share with others.
Engagement is considered a basic content metric and content marketing goal.
As a metric, it is broadly defined as the act of using content such as opening an email newsletter, reading a blog article, clicking on an ad or interactive property, or liking / commenting on a social media post. Although the engagement indicates a minimum passing interest on the content, it is not a particularly informative indicator of why the content captures the audience’s interest.
It is often best used as a tool to make measurements other than a precision decision-making tool.
Admissions / Exits:
Entries are the number of times visitors enter the site through a specific page or set of pages.
Similarly, exits indicate how often visitors end their site visit on that page.
Indicates that a page with a high entry rate is well-optimized for search.
Other Insights It’s a good idea to link this data with bounce rates, site time, user flow, and referral traffic sources to get a clearer picture of what this indicates about content performance.
Objectives are the business results desired to be achieved through a content marketing strategy.
While the stated goal of content marketing is to drive profitable activity, the goals need to be more specific and quantitative, such as increasing sales conversions, saving the company money, building (or growing) a subscribed audience, or increasing customer loyalty and brand. Satisfaction.
KPI stands for Key Performance Indicators. They are the standard, accepted measure for measuring progress against content marketing goals.
Potential KPIs can be average conversion rates, the number of leads, quality of leads or revenue per new customer.
Marketing-Qualified Lead (MQL):
MQLs are leads created by the marketing team that satisfy the criteria for getting to the sales team to get even closer.
In contrast to KPIs, metrics are business-general metrics for things that add value to an organization.
They may include website page views or likes on social media posts.
Objectives and Key Outcomes (OKR):
OKR is a method for determining the best gauge performance of any metrics against targets.
It starts with the design of a measurement pyramid containing goals, key performance indicators and metrics.
The end result is that the business goal should be divided into strategic goals. Each section must be connected to the OKR pyramid and be the source tool for each metric.
Open rate is a metric of content delivered via email.
It measures the percentage of subscribers who open an email regardless of whether they click on any of the links in that content. Page Views vs. Special Page Views:
Commonly used to estimate website traffic, page views are the total number of visitors who load a site page in a given period of time, usually 30 minutes, called a session.
If a visitor views the same page three times in a session, the total page views will increase by three.
However, suppose visitors see a page twice from the same URL in the Google Chrome browser and once in the Microsoft Edge browser, it is considered two separate page views.
If the website content is configured for Google’s Universal Analytics, look for Below Behavior> Site Content> Pageviews and specific page views for each site page URLs below all pages.
If they are working with Google Analytics 4, find the report of the pages under Engagement> Pages and screenshots, but some additional configuration is required to view the data by page URL instead of the page title.
Referral Traffic / Rates:
When a visitor reaches a domain via a third-party link (other than a search engine), it is tracked as referral traffic by Google.
In Universal Analytics, referral data can be found under Attribution> All Traffic> Referrals.
For GA4, click on the Reports link in the left-hand menu, navigate to Acquisition> Traffic Acquisition, and then type “referral” in the search box and press Enter.
One can see the sources that led visitors to the site, how many visits were suggested from each source, and additional data on their behaviour upon arrival at the site.
As a metric, it is a useful indicator of brand awareness and thought leadership.
The more sources that send traffic, the more likely it is that the domain will be considered – a result that will lead to better domain authority and better rankings for content in the search.
Registrations / Subscription Numbers:
While gaining subscribers is one of the top goals of content marketing (especially for content brands and entrepreneurs), it is also a tracking metrics to assess progress towards other successes in the marketing funnel.
It refers to the total number of people who have completed the form or other action to gain access to the content attending the event, download the lead-magnet asset, receive email newsletters, join the brand community, etc.
When renewers or subscribers renew, that renewal rate is a metric used to assess brand loyalty.
Investment Return (ROI):
Return on investment is a broad term used to describe how a company’s marketing programs lead to profitable activities and business growth.
Knowing the ROI for content campaigns allows marketers to determine appropriate budget allocations, maximize the efficiency of each marketing expense and demonstrate the effectiveness of their efforts to their executive shareholders.
Sales-Qualified Lead (SQL):
SQL Lead is qualified by an active sales team in the market.
These leads are more likely to be customized than MQL.
A number of subscribers:
Subscribers are defined as members of an audience who act around content rather than expecting to receive ongoing value.
This is a major metric for measuring content marketing value.
Time on site / Time on page:
These metrics refer to how long visitors spend on a site or page.
Visits beyond the average time on the page (or site) are a positive indication of interest and engagement with that content.
Video Views / Duration:
Video Views Measures how many times the video property has been viewed.
Duration refers to the time that the average viewer plays that video.
Just because a video is fully viewed does not mean that the viewer is actively engaged with it all.
Visits / Special Visitors:
An Internet user who comes to a website (or mobile website) is called a visitor.
In Google Analytics, to track site visits, the user must enable tracking cookies.
There is also a difference between visits and special visitors.
Visits are anytime a user visits a site.
Specific visitors indicate the number of people who browsed the site during the session.
A special visitor who visits several times during that session will be considered a special visitor.
Find out what the measure name is:
Every content marketing program requires a solid measurement strategy.
By knowing the rules and understanding how they fit into a brand’s content marketing, start a successful evaluation of the content impact.