Prioritise metrics that aid brand goals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 05, 2021, 3:13 AM GMT+0

Contensify’s Vanhishikha Bhargava points out that to measure successful content, marketers must align their varied goals with the varied types of content they’ve created.

Both SEO and shared content optimisation (SCO) strategies help indicate the value of a content piece, boost engagement and drive traffic organically. Use context to identify which metric can best measure content marketing efforts.

Joel Klettke, founder at CaseStudyBuddy, says content pieces have multiple objectives and depending on the consumers' journey, a metric’s significance could vary. The best metric, as per Chris Von Wilpert of ContentMavericks is earnings per visitor.

However, Teamwork’s Alex York highlights the importance of measuring traffic as rank and shares are vanity metrics but traffic could indicate a content’s success. While the importance of metrics may vary wildly, the article shares that the best content metric should be the one that supports the company’s goals.  

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