The secret of successful content marketing is metrics, metrics, metrics! We’ve already talked about using key performance indicators (KPIs) to use metrics more strategically.
Not only do you need to count the right things for the right reasons, though – you also need to be getting the results to the right people.
There are at least three organizational levels involved in an effective content campaign: creators, managers, and directors. Each of these groups has a different focus, and each needs different data in order to do their jobs successfully.
Creators write the words, choose the links, design the infographics, and find the illustrations. They need granular metrics to figure out which content is the most effective at the level of the visitor. Data that will be helpful to creators includes:
- Traffic: page views, time spent, bounce rate, unique views
- Source: inbound search keywords, referring sites, visitor demographics
- Sharing: email forwards, Facebook shares, Twitter retweets
Managers supervise creators, so they need to be aware of reader metrics, but their primary concern is converting visitors to customers. Data that managers need includes:
- Lead volume generated
- Lead quality
- Conversion rate (downloads, email opt-ins, etc.)
- Market share
- Qualitative feedback
Directors need big-picture metrics. If their staff is doing their job properly, they’ll have very little interest in the lower level metrics, and instead will focus on data like:
- Customer lifetime value
Which type of data is most important at any level of course depends on the overall goal of the campaign — increasing sales, decreasing costs, improving customer satisfaction. Regardless of what that goal is, each member of the team will need a different type of data to help the organization get there.