Content Marketing Metrics: Understanding the In-and-Outs (Part 1)

If communication is king in content marketing, then measurement is queen.


Publishing content without monitoring audience reception is like shooting in the dark – futile and frankly, tiring. You will never know why your posts are a hit or a miss, nor will you be able to hammer out a more successful strategy.

With so many tools available online to capture valuable, quantifiable information, the world is at your fingertips when it comes to evaluating and understanding what makes your readers tick.

Here is a list of 5 essential metrics that can help optimise your online content marketing efforts:

1. Unique Visitors

This metric refers to the number of distinct users who visit your site for the very first time, as determined by the unique IP address of a visitor’s device. Unique visitors are only logged once, and repeat visits are uncounted.

However, a returning viewer might be registered as a new unique visitor when he/she uses another device to access your site. Nonetheless, this still helps in giving an idea about the approximate size of an audience, making it an effective way for marketers to track a site’s popularity.

2. Page Views

This represents the total number of times any page on your site is accessed. If someone really likes a certain article and clicks back on the same link 10 times, that’s 10 page views. This metric is useful in tracking user loyalty, as fans of a particular site are more likely to click through different pages on a regular basis, thus generating more page views.

3. Average Time on Page

Simply put, it is the average amount of time that a user spends on a particular page. This metric can be used to determine the degree of actual interest that site visitors have for your content.

A longer average time is favourable and it is a sign that the user is paying attention to your content. However, if your average time hovers less than 10 seconds, it’s safe to say that maybe your page isn’t what the user is looking for.

4. Bounce Rate

Although the name ‘bounce rate’ might conjure a mental image of users literally jumping around on your site, its actual meaning is less cheerful. This term refers to the percentage of users who click onto a site, and then click away from the site without exploring other content. It gives an idea of the level of interaction between users and your site. The higher the bounce rate, the less interaction or interest users have about your page.

5. Pages per Visit

This term is pretty self-explanatory.” Pages per visit’ refers to the average number of pages that a unique user views on a single website. Generally speaking, the higher this metric is, the more likely your site is headed in the right direction as it means that your users are compelled to access content on other pages.

Stay tuned for part 2 of this series for more content marketing metric tips!


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