The more data the better, right? Wrong. Some data is worthless. Metrics can give useless or worse, “trick” us into making incorrect decisions. That’s why you should aim for actionable versus vanity metrics. Anything less is a waste of time for all involved. Content can help here. Here are four content marketing metrics that prove their value.
#1 – Your Number Of Sales Accepted Leads (SAL)
These leads are those that have been verified and approved by the sales team. Typically, the term “sales accepted” means that a meeting has been successfully set up. That qualifies your leads. Why? There’s a big difference between saying you generated fifty leads versus fifty SAL’s. The latter speaks to the quality of your leads.
How does this dovetail with content marketing? SAL’s can be actually tied to specific content. This helps justify time spent on content writing and helps determine what content sells.
#2 – Share Of Voice
Share of voice indicates the percentage or weight your business bears among other advertisers. More often, it is content driven. Content can be rated with hits, shares or even article mentions on social media.
Why is this critical? While an older business may have a larger market share, a newer company may publish a great blog. That blog can travel, digitally, reaching a much greater audience. There are tools available that tells who dominates online conversation. Dominance can be a great key product indicator (KDI) of future growth.
This Tool More Than Doubled Their Dwell Times
[CASE STUDY] Attracting a customer online is requiring many different digital channels. But, once you have the audience what are you doing to keep them on your website?
What’s the difference between a branded and unbranded search? Simply put, a branded search includes using the actual name of the brand when searching.
Content writing is also invaluable during the search engine optimization (SEO) process. The people doing branded searches are, most likely, in the latter stages of buying. Consider monitoring both direct traffic statistics and branded searches over a period of time. This can provide a KPI for “word of mouth.” Often, there is a correlation between content generated and “word of mouth.” As your KPI grows so should your business.
#4 – Customer Opinion
This metric measures customers (and potential customers), satisfaction. It’s imperative that all aspects of the buying experience is analyzed. Content delivered during all parts of the buying journey helps determine strengths and weaknesses. How? Content welcomes comments. The feedback can prove invaluable.
Actionable (versus vanity) metrics should always be sought after. These provide demonstrative results that can reflect the true health of your business. The best way to do this is by using content marketing metrics. Four of these specific metrics are: 1) the number of SAL’s, 2) share of voice, 3) branded search and 4) customer opinion.
From The Desk Of Denise O’Connor
Director of Business Development of Criteek
153 W 27th Street | NY NY 10001