It is hard to define the right metrics within marketing but if you have the right metrics defined it is much easy to manage growth.
The right metrics is for every organization in every situation different. Very important is that the metrics are actionable. This means that you can take action based on the metrics.
Content marketing is relatively new. It becomes more and more popular as the effects of traditional marketing seems to be less effective (at least if have to believe the guru’s of content marketing).
Pirate Metrics from Dave Mc Clure analyzes your business by tracking 5 key metrics, then helps you improve your product and increase your revenue. In general the metrics are used by startups but it may also be good base for Content Marketing.
The Pirate Metrics helps you perform quantitative and comparative analysis of your business by tracking 5 key metrics:
Acquisition: You acquire the user.
- Visitors per month
- Unique visitors per month
- Click Through Rate (CTR)
- Title open rate (opened emails)
Activation: The user uses your product, indicating a good first visit.
- Bounce rate
- Exit rate per page
Retention: The user continues to use your product, indicating they like your product.
- Aamplification Rate: sharing of posts in Social Media
- Click-Through-Rate (CTR) blog to website, product, promotion
Revenue: The user pays you.
- Conversion rate
- Cost per Aquisition (based on cost per article)
- Assisted conversion/week
- Last click conversion/week
- Customer Livetime Value
Referral: The user likes your product so much he refers other new users.
- viral engine of growth
- backlinking domains
- brand value (if you have an own formula to measure)
More information about the described metrics you can find in my previous articles:
- Noob Guide Vs Ladder Of Awesomeness/Sustainable Success
- AdWords The Starting Point For Content Marketing
The best way to start is focus per article. It is up to you to find the right metrics for your content marketing and keep focused to improve them.