When it comes to engaging with consumers, an effective content strategy is essential.
Producing educational content targeted for specific keywords can help attract more traffic and raise awareness of your brand.
Content about your industry and how your product or services stack up can help persuade your audience to enter your marketing or sales funnels.
Even when dealing with pure conversions, content has a power that can produce leads, improve the customer lifetime value, and increase loyalty.
All of these are possible outcomes of a successful marketing strategy, important data points to measure and benchmark for content marketers in any industry, but one metric stands apart.
The only content marketing metric that matters is the one you’re trying to measure.
The Target Metric
Content marketing is a numbers game. Every piece of content you produce should be tracked and measured according to the metric you’re aiming to benchmark. It takes time to establish this benchmark and understand what works with your content marketing and what doesn’t.
What is the only content marketing metric that matters?
But what about awareness-content; content for targeting the top of the funnel?
Measuring conversions for that content would be a waste of time. If you’re measuring the success of your content marketing based on conversions, and only conversions, you’re setting yourself up for failure. The conversion metric isn’t the most important.
If you’re measuring the success of your content marketing based on awareness, and only awareness, you’re again doomed to fail.
Awareness fills up the funnel, but you’ll start to watch your bounce rate soar.
The target metric is the most important benchmark for the asset in question. You need to establish a goal for every piece of content you create, and each piece of content you create should have just one goal.
This is your target.
Determining The Target Metric
Set up your metrics carefully, or you could end up damaging your relationship with your audience. You shouldn’t be providing a solution to your audience’s problem through media while backhandedly selling them your solution at the same time. You must be willing to give something away and trust in your consideration content to lead the audience down the funnel.
Above all else, be authentic with your audience. They can sense it.