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I’m going through this exercise now at work. One question we’re asking is, “How do we measure content’s impact to our overall business goals?” As content marketers we know it’s gotta be more than just favs, like and shares - so that what is it?

I found this article by Content Marketing Institute. The article shares how other marketers are measuring their content’s overall success. Content Marketing Measurement Tips for Metrics

Curious - do you guys measure it the same way? Or do you have different metrics?

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Jay Baer talked about this on Convince & Convert a while back too , and since we’re still talking how to measure content’s impact means we still haven’t found the silver bullet that covers every aspect. And that’s because there really is no one way to do it.

We all have different goals for out content, even if they fall into the same general marketing stat bucket (lead gen, sales, hits, etc.) What those numbers mean to each company, and even each dept/area head within that same company is different.

The point is that you do have to do some measuring to see if your efforts are paying off for YOU.

Personally, I look at more of the behaviour-based metrics Jay talked about in his post: how often prospects reach out to me, engage with me in discussions, and then eventually become customers.

With my clients though, we’ll start with some higher-level data like site visits, bounce rate, etc., and then drill down into the behaviour-based ones. The third prong is to match those behaviours with exact goals my client has, like increasing views by X in X time period, etc.

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