The beauty of having a systematic sales process is that you can save a lot of time in understanding what works for you and what doesn't. Understanding the result of these metrics and analysing them will help you create a perfect sales strategy for the future. Another exciting area of content marketing is that it gives you a scope to re-market your product based on consumer behavior. How the product was received, what were it’s shortcomings, where can you improve, all these questions have an answer in the form of the metrics. These metrics are broadly classified into 8 categories.
1. Consumption Metrics
These metrics help in finding the number of people using your content. It gives information about how frequently and across which channels your content is being used. Page view analytics and unique visitor analytics are some of the frequently used consumption metrics. Page view analytics helps us to know which page content visitors are frequenting. Unique visitor analytics renders an overview of the traffic generated by the content. To assess the time spent by readers on reading the content, you can use average time on page analytics.
2. Sharing Metrics
Sharing metrics provides us the information about the sharing of your content. It gives information on how often it is shared and who is sharing your content to whom. This metric reflects the opinion of the public on the content. Post rank analytics a popular sharing metric provides the sharing behaviour of the audience on different platforms which make it easy for you to track and compare the performance of your content on different platforms. This enables you to customize your content for any future purposes.
3. Lead Metrics
Lead metrics provide information about how your content is creating demand for your product or service. You can track all the numbers regarding lead generation and leads nurturing. If you publish your content in spaces other than your website or blog then measuring the click-throughs to your site or blog helps in understanding how your content is generating leads and converting them into leads. The conversion rate, on the other hand, measures how many leads are converted into clients.
4. Sales Metrics
Sales metrics helps in understanding the effectiveness of your content or content strategy in generating the business. It gives an idea of how your content influenced revenue generation and in how many ways it compelled the prospect to become a buyer. Sales conversion metric and sales cycle length metric are popular sales metrics to understand this process.
Sales conversion rate metric as the name suggests gives the ratio of site visitors to customers. If your content can directly address the problems and questions of the leads, then the sales conversion will be at a higher rate. Sales cycle length metric is the measure of the length of your average sales cycle. If your content is effective, then the cycle length will be less as the leads who receive content will close the deal at a faster rate.
5. Retention or Subscription Metrics
Retention metrics measure how well you can hold your audience’s attention after their initial visit. These provide the statistics like how often and how many audiences are coming back to your website or blog to view your content; and how many audiences are subscribing for receiving future updates. By analyzing both consumption and retention metrics, you can easily understand how successful your content is maintaining the relationship with consumers and plan accordingly.
6. Engagement Metrics
Engagement metrics are the intersection of consumption and sharing metrics. These give a clear picture of what kind of actions consumer is taking after consuming your content. To measure the stickiness of your content DAU and MAU, i.e., daily active user metric and monthly active user metrics are very useful.
7. Production Metrics
Production metrics help us to assess the performance of your content team and/or its members. These metrics give you a clear picture of how your team is performing, how much time it is taking to create and publish content for a specified period to reach the goal. This metric is extremely crucial for businesses with time limitation as it assists them in managing their work effectively.
8. Cost Metrics
Cost metrics help you to determine the overall costs of the sales process and return on investment. Costs incurred on each of the sales pitch or lead generation and nurturing activities used cost metrics. Production Costs per Post measures the average cost per post whereas Distribution Costs per post measure the average distribution cost of a post. It assists us in managing our overall budget.