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4 min read

3 Metrics to Track Your Content Marketing Campaign

By Penny M

Yellow cube with target on it on a rectangular aqua background with text that says

Are you frustrated with the lackluster results of your content marketing endeavors? It's time to break free from writing aimlessly and start focusing on what truly counts - attracting ideal customers to consume your content. And the key to achieving that lies in tracking the metrics that matter. By doing so, you'll gain insights into how to ensure your content translates into tangible success.

In this blog, we're unveiling the top metrics that will not only supercharge your blogging efforts but also generate engaged prospects that can be converted into paying customers. Get ready to elevate your content strategy and take your blogging game to new heights!

Google Analytics, Your Ultimate Tool

Google Analytics, the web analytics service offered by Google, provides you with the means to monitor and report on website traffic, mobile app traffic, and events. It's your go-to solution for all the metrics we'll discuss.

Keep in mind that this guide assumes you're actively promoting your content to your audience—we highly recommended!

There are various ways to distribute your content, but the top three methods we recommend are:

  • Posting on social media and boosting your post.
  • Sending your post through an email newsletter.
  • Paying for content distribution on the Google Ads network.

Once you've distributed your content, you can use Google Analytics to assess the impact of your efforts.

So how do you measure that?

1. Website Volume

Google Analytics provides multitude of insightful data, including the number of website visits you receive within a specified timeframe. By tailoring your search to reflect when you distributed your blog post, you can determine how it affected distribution. Did you notice a surge in website traffic as your blog circulated your channels? Blog distribution often results in a significant boost in web traffic.

2. Conversions

A conversion in layman’s terms are anything that qualifies as an action that a website visitor took when they came to your website.

These can be anything, from:

  • Filling out a form
  • Clicking more than one page
  • Entering their email for the newsletter
  • Booking an appointment
  • Purchasing something

Conversions go beyond simple website visits; they show that a visitor was engaged and took action when they went to your website — instead of simply clicking off your page when they were done.

Remember, blog posts can be actionable, too! Conversion opportunities can be as simple as links to read more or to move to a contact page. Tailor your conversion opportunities to your unique business and blog. If you don’t already have calls to action (CTAs) set up for your company, you’re missing out on a potential goldmine of insight into your users and how they interact with your content.

A call to action (CTA) is a marketing term that refers to the next step or the action that the marketer wants the consumer to take. Calls to action can be as direct, such as a button that says "Buy Now," or a softer CTA such as "Read More."

3. Assisted Conversions

So maybe a user read your blog but didn’t do anything. That’s not a loss; in fact, it could be a valuable gain!

Assisted conversions mean that even though your blog wasn’t a direct link to a conversion or action, it still was effective in deepening a connection with your user.

To illustrate this, let’s say:

  1. A visitor came to your site through a Google search
  2. The visitor leaves your site
  3. They see your blog distributed on their Facebook page and follow the blog to your site
  4. The visitor leaves your site again
  5. They searched for a product or service you sell and saw your company again on the search
  6. They went to your website and bought a product or booked a service

So although your blog was not a direct link to a product or service purchase, it was an important step in building the needed trust for that prospect to believe in your company and make a purchase.

Assisted conversions illustrate each path a unique user took to reach a conversion. To see this on Google Analytics, you’ll click "Insight Categories" and run the "Conversion Rate Insights Package", then click on the "Assisted Conversions Report".

User Behavior and Quality vs. Quantity

Understanding how users interact with your content is vital to optimizing your content marketing strategy. Two key aspects to focus on are user behavior and the balance between content quality and quantity.

1. Behavior

How did your content rank against other pages? Usually, it should be the highest viewed page during the duration of its distribution. If not, you might need to implement new or amplified strategies for distribution, including:

  1. Amplify your distribution by increasing your paid budget
  2. Consider multiple distribution opportunities if you’re only implementing one
  3. Add prospects to your newsletter email listings

If your blog is not in the top five viewed pages of your website, it’s time to re-evaluate your user behavior and bolster your distribution efforts.

2. Quality vs. Quantity

Although high numbers are a great benchmark for success, at some point, you’ll want to understand the quality of your posts and how that affects the number of your users.

Particularly, what we mean is:

  1. Subject Matter:Is this blog topic more or less interesting than others? Is it more or less clickable? What about headlines: does it have a great headline or will it be background noise amongst other, more engaging content?
  2. Seasonality:You wouldn’t expect to get a large reach writing content about swimming pools in November. It’s important to keep in mind your location, season, month, date and even hour that you wrote a blog. All are important factors and can affect your content’s value. Do your research to understand how your content is affected by seasonality.

3. Trust Your Gut

Data is crucial, but sometimes intuition plays a significant role in identifying areas for improvement that Google Analytics can't provide. Consider external factors, such as current events or industry trends, that might be influencing your blog's performance. Be agile and ready to adapt your content strategy accordingly.

Ready to adjust your strategy?

Now armed with the knowledge of these key metrics, you hold the power to revolutionize your content marketing strategy. By applying these insights and data-driven decisions, along with your own insights and expertise, you'll witness the undeniable value that content marketing and blogging bring to your company's ROI.

Remember, content marketing is not just about words on a page; it's about crafting a captivating narrative that resonates with your audience and compels them to take action. As you track website volume, conversions, assisted conversions, user behavior, and the delicate balance between quality and quantity, you'll gain a deeper understanding of your audience's preferences and behaviors.

With each iteration and refinement, your content strategy will evolve, reaching new heights of engagement and influence. Embrace the journey of continuous improvement, and never hesitate to trust your instincts when making impactful adjustments.

Are you looking for a content strategy that will help you surpass your competitors? Don’t go it alone. Let our expert team ensure your business stays ahead of the curve. Get Started Today.

Author: Penny M

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