You’ve documented your content strategy. 

You’ve created your content. 

You’ve optimized your content. 

You’ve promoted your content. 

…Now what? 

Now it’s time to measure your success!

Tracking the performance of your content marketing efforts is an important part of understanding how effective your strategy is. If you’re not seeing the results you want, it may be time to reevaluate your strategy and try something different. So, how do you measure content marketing success?

First, think about the original goals you had in mind when you started your content marketing journey. Was it increased brand awareness? Higher sales? More appointments? Then consider any subgoals that could help move you forward on the path to your ultimate goal.

Here is an example: You sell shoes online, and your ultimate goal is more sales. But we know content marketing is a long-term game…so, what other metrics could we measure through the conversion funnel to understand if we’re moving closer to success, prior to actually making a sale?

  • Website traffic
  • Product views
  • Products added to cart
  • Cart abandonment rate
  • Finally, sales

Ideally, you would see numbers improve for each of these metrics over time, beginning with an increase in traffic to the site. As you start to see these increases, you can deploy other digital marketing tactics to improve the speed of sales increases, such as:

  • Retargeting users who visit your site but do not convert with a coupon code
  • Retargeting users who abandon their shopping cart
  • Lookalike targeting to people who do purchase a product

However, the MOST important thing to remember is that content marketing takes time. This is not a faucet you turn on for immediate sales! But with consistent efforts (and a little bit of faith) you will see a return on your invested time and money.

Need help understanding how to measure your content marketing success? We are always available for a free 30 minute consultation to get you on the right track.