Media Intelligence: 11 Powerful Metrics to Measure Content Marketing Campaign

The measures you can use to assess the performance of your marketing and public relations operations are numerous and varied. That’s why we enjoy this article, which explores 50 KPIs for evaluating content marketing efforts. As you create a content campaign that works for you, save this page and return to it.

Search engine traffic (organic traffic)

Then there’s organic search traffic. As you can see in the diagram below, there are four key traffic groups we’ll be looking at, each of which is important to your content campaign in some manner. This information can be seen on Google Analytics’ Acquisition tab.

Traffic derived via referrals

The second type of traffic to pay attention to is referral traffic, primarily employed for off-site content marketing. You’ll be publishing articles on numerous outside venues as part of your guest posting and off-site content activities. You’ll have connections to your site in the body of your posts or your author bio.

Traffic from social media

The final area to investigate is social traffic. You may use this to assess two aspects of your content marketing campaign: first, you can evaluate the effectiveness of your in-platform content. If you don’t get much overall traffic, it could be a sign that you’re not posting often enough or that the posts you’re making aren’t interesting.

Control the flow of traffic

Direct traffic can come from several different places.

• Activating a link in an email
• Using a link from a chat programme
• Using a truncated URL to click on a link (such as bit.ly)
• Clicking a link from a mobile social media app like Facebook, Twitter, or LinkedIn 
• Visiting a non-secure site after clicking a link from a secure site (https) (http). Keep an eye out for this, as some large publications, like Entrepreneur.com, employ https. If your site isn’t secure (http), all referral traffic you receive will be tracked in Google Analytics in the “direct traffic” bucket.
• Search engines (organic)

New Visitors

You may filter or segment visitors based on whether they’re new or returning in practically any traffic-related report in Google Analytics. Both are necessary to understand what impact your content plays in attracting and retaining interested visitors on your site, as you’ll see.

 When it comes to things like social traffic and referral traffic, new visitors are a fantastic metric to use when you’re seeking to get awareness in new circles. If you’re not seeing an increase in “new” visitors, it’s possible you’re not doing enough outreach to reach out to new people.

Returning visitors

Visitors who return are also beneficial. Returning visitors are vital in all areas, but they are more crucial when direct traffic because it indicates that these people are interested enough in your business to visit you without being pushed, implying that your material has impacted them. 

Returning visitors should also be looked for in specific sectors of your referral audience, such as email-based referrals, where returns indicate continued interest.

Behaviour Flow

Google Analytics’ behaviour flow chart is one of my favourite tools for analyzing traffic patterns, and while it looks sophisticated at first, it’s rather simple to understand. The behaviour flow, which can be found under the Behavior tab, is a visual representation of a typical user’s journey across your site. On the chart’s far left side, you’ll find a list of “entry” pages where your users will most likely enter your site.

User Demographic

You can see your users’ ages, genders, ages, and other statistics in the Audience -> Demographics section. This data might assist you in determining how effective you are at attracting your desired Audience. If you notice any unusual demographics, you should reconsider if your content is appropriate for your intended Audience.

User Location

You’ll also want to check your users’ geographical locations. Do they prefer to congregate in one location? If this is the case, it could indicate that your campaign is skewed in one direction, such as by strongly favouring one publisher or syndication channel. If, on the other hand, you discover that one geographic section is particularly fond of you, you can tweak your plan to focus even more on that group.

Rankings in search (by keyword).

I’ve already described how to use organic traffic to get a rough idea of how effective your content is at helping you rank higher in search results, but it’s also useful to go straight to the source and check your search rankings.

As you may be aware, content has a significant impact on how your site ranks in search engines; more valuable content will help you increase your domain authority, which is a metric that indicates how likely your site is to rank highly in search engines, and targeted content will help you rank for specific keywords.

Domain Authority

Let’s talk about domain authority while we’re on the subject of search engine optimization (SEO) (DA). Domain authority is a metric that measures the number and quality of inbound links to your website, and it has a solid link to search engine rankings.

 Check your domain authority frequently to check if your content is attracting inbound links and boosting your DA score—if it isn’t, and your content may not be high-quality enough. Open Site Explorer may be used to check your domain authority and page authority (which I’ll go over next).
read more: 14 Proven Public Relations KPIs