Content performance

Discover how marketers are defining and measuring their content’s success.

What does a high-performance strategy look like?

Is it when your content generates leads? Or drives engagement? Or converts enthusiastic prospects into happy customers?

A solid majority (58% to 59%) of marketers say they do judge content performance based on each of the outcomes above.

The majority of very successful content marketers are also evaluating their content based on insights into reader intent and page dwell time.

94%

of marketers agree data and analytics are important to their B2B content marketing strategy

What metrics are marketers measuring?

(Try saying that fast!)

The most popular metric, by some margin, is how many clicks content gets and where those clicks occur.

How to measure content performance

Need a refresher on setting objectives, monitoring metrics, and scoring results?

Here’s a quick guide

Measuring clicks, leads and bounce rates is equally common practice among marketers, regardless of the success of their strategy.

But very successful marketers are more likely to have a keen eye on the number of times content is being read or downloaded, and how long their readers are spending in its thrall.

What can’t you measure that you wish you could?

How my content is performing compared to industry benchmarks
Which topics a specific individual is most interested in
How well I’m using psychology to maximize engagement