How to Solve the Real Content Marketing Measurement Problem

How to Solve the Real Content Marketing Measurement Problem

The Wow-Score shows how engaging a blog post is. It is calculated based on the correlation between users’ active reading time, their scrolling speed and the article’s length.

Are your content measurements telling the whole story? As B2B brands allocate more and more of their budgets to content marketing, the pressure to perform is greater than ever, and measurements count, both in terms of gauging effectiveness and proving the value of content efforts to the C-suite.

But even as 88% of marketers integrate content into their strategies, concerns over measurement and ROI abound. Are we getting the right feedback? And if not, how should we adjust our strategies to address the issue?

According to Robert Rose, Chief Strategy Officer for the Content Marketing Institute, measurements should be less about justifying strategy and more about gaining insight.

“Measurement for so long has been about a ‘proof’ that something works, rather than providing an insight into how to improve a process,” Rose stated in a Content Marketing Institute piece by Jodi Harris. “This is why I sometimes refer to analytics as WMDs – or Weapons of Mass Delusion. We can become so myopic about making sure that the graph is always going up and to the right that we become fearful about trying anything new. So, building an atmosphere of delivering the RIGHT analytics to the RIGHT manager at the RIGHT time becomes key. Reports of ‘likes,’ and ‘followers,’ and ‘page views,’ and other ‘engagement’ metrics are not only not critical to the C-suite, they are pointless.”

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Unfortunately, the ‘classic’ measurements – clicks, downloads, and even shares – don’t really give a lot of information about how audiences are engaging with content, meaning that most content is measured on a pass/fail system that doesn’t give much audience insight.

At a time when nearly everything is measurable, it can be difficult to narrow down what should be measured versus want canbe measured. According to Jay Baer, bestselling author of Youtility, consumption metrics still matter, though they shouldn’t become the be-all-end-all of measurement success or failure. 

“[Consumption] is the most fundamental type of content metric, and is unfortunately also the place where many programs both start and end,” Baer writes. “It’s a critical data point, and is generally easy to derive through Google Analytics, YouTube insights, or similar. The key is to not stop your metrics train at this depot.”

Sharing metrics are also not to be overlooked; they’re a real-time gauge of how audiences are using content, not to mention how much interest content is generating.

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