How To Figure Out What To Measure In Content Marketing

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Content marketing is probably one of the most methodically driven processes in business. Why? Many of the ideas that drive content marketing require a certain philosophy. Which is ‘We don’t fail, We learn lessons and with every lesson ‘learned’ comes a new opportunity to take a step closer towards our goal. Using the Internet as a tool, undoubtedly requires a mindset shift. A shift in which your mind fully adopts the prevalent paradox that every second is unique in an environment where we are all carrying out the same mundane tasks. Click, consume, repeat..

This is what we know…

People visit websites

People consume content

People buy, trade & barter goods/services

Whoever you may be, a business owner, entrepreneur, content creator, etc. We all operate on the [given] that people are creatures of habit and for the most part, we all fall on an economic spectrum. From family members to co-workers, we’ve all met people who (when using the Internet) lean more towards impulse-driven activities vs. people who are more prone to embrace practicality, logic and reason.

This universal concept of human nature plays into content marketing in a number ways. For example, does your target audience play into their emotions when provoked? Or do they lean more towards the value being created from your content? The illusion here is this: even though we’re discussing two ends of a spectrum, the end result remains the same. People still engage, comment & consume what’s being presented.

When we’re discussing online communities and people consuming content. The act of content consumption usually falls within the scope of “How, When, Where & What”. If you can figure out the HOW & WHEN, you can better develop the WHERE & WHAT. This is why data holds a universal value across the board. If you figure out ‘HOW’ members of your target audience distribute their attention, you can then set out on a path to success.

Whether you’re selling Luxury soap or an upcoming chef at Malcolm Yards (one of my favorite spots). The recipe remains the same.

  • How is your target audience consuming content?
  • When is your target audience consuming content?
  • Where is your target audience consuming content?
  • What type of content is your target audience consuming?

Once you figure out the ‘how’ piece of the equation, then you can begin to shape a strategy around building an online community, cultivating a culture, increasing engagement and building a brand. Focusing on how, when, where and what is just about adding clarity to your situation. Once you answer those initial questions, then you can begin to identify the proper measurements to track. The whole premise being, ‘Anything that can be measured can be improved’.

These three metrics can be applied across all channels and platforms, including Facebook, your Website, YouTube, etc. Whatever ‘tool’ you’re using to reach your target audience.

Let’s take a look at three key metrics below.


Volume is a great way to measure your brand’s reach when it comes to online activity. Paid advertising on Facebook & YouTube are a great way to reach your target audience and gather valuable data for future promotions. Aside from using Google Analytics, the lingo for online metrics are pretty much the same. They include:

  • Visitors/Users (Website)
  • Pageviews (Website)
  • Bounce Rate/Time On Site (Website)
  • Impressions (Advertising)
  • Sessions (Website)
  • Clicks/Reach/Frequency (Advertising)
  • Facebook Fans
  • Twitter Followers


Engagement is a great way to gauge where someone is in the sales & buying process. Depending on your business, measuring engagement should be shaped around online & offline interactions that serve a purpose within your business. This can include the following:

  • ‘Likes’ & ‘Shares’ on Facebook
  • ‘Retweets’ & ‘Likes’ on Twitter
  • Purchasing a ticket to an event
  • Reviewing your product or service
  • Signing up for your Newsletter
  • Joining your Facebook group

Return On Time/Return On Investment

When you’re running a business or providing a service for consumers, you quickly become aware of the importance of time. One aspect that is universal for all businesses and service-providers is Return on Investment (ROI). Your overall success could highly depend on a carefully constructed ROI & ROT.

Given that content marketing is such a methodical process, you do want to be as efficient as possible when it comes to time and capital. Make every second count, here’s a three examples of each ROI & ROT that you can use in your content marketing efforts.

Return On Time Examples

  • Sales tracking: This is where an efficient sales funnel comes into place. If you’re able to track customers and engage with them based on where they are in the sales cycle you are much more likely to increase overall sales vs. using mass marketing and waiting for customers to contact you. This is a great way to guide people along the sales cycle as they engage with your content such as commenting on social or blog posts, opening emails or subscribing to your newsletter.
  • Fewer mistakes: “Success isn’t always about greatness.” Keeping things consistent is an art form that should always be practiced. When combined with organization, this can create a new standard for your content. Less mistakes = more productivity. This is crucial in maintaining a carefully constructed ROI.
  • Improved efficiency: Creating a scheme behind your content provides freedom. More time to manage, create and engage with customers. This can be beneficial in a number of ways when measuring ROI. It allows you to cultivate a production cycle for your content which puts you in a position to analyze which times work best for your customers. If you know when, where and how, you are in a better position to be productive across the board.

Return On Investment Examples

  • Do more with less: Now that you have a systematic scheme in place. You are in a better position to execute more efficiently within your sales funnel and do more with the extra capital, with the same resources being applied.
  • Fewer missed sales: When you are producing quality content, that aligns with your ROI, you are much more likely to produce more sales. Combining the social formula of consistency, quality and organization is a repeatable formula that can get you to the point of exchanging capital between you and your customers.
  • Content drives sales: The beauty of producing content and simultaneously measuring ROI is that you have the control to measure and track customers on their journey, that is the sales cycle. This provides great research as you have the opportunity to study which content speaks to your audience and what type of sales tactics work best. This will allow you to further invest in content that will bring you a greater return on investment, in means of time and capital.

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