Chapter 14: Content Marketing Analytics

ad-hoc report

an unplanned report that is built to catalogue and review content

bounce rate

the percentage of visits to your site that are only one page in duration

click-through rate

the percentage of people who saw a social media post containing a link and clicked the link

content-based report

a report based on an event or performance of a single piece of content

content marketing ROI

the revenue generated from your content marketing efforts minus the expenses that are amassed from content production and distribution

downloads

the total number of downloads of a document or other content

engagement KPIs

social media and public relations metrics that combine to show how much people interact with a brand’s content outside its website

external report

an report containing findings that show progress and ROI to stakeholders

internal report

a report containing findings that help a team improve their productivity and output

key performance indicator

a critical metric that your brand uses to measure digital marketing performance

keyword ranking

a piece of content’s position as it appears on a keyword’s search engine results page

listens

the total number of listens on a podcast or other audio content

native analytics

the original metrics captured by a program or platform

new visitors

the percentage of site visitors who had never visited it in the past

page views

the total views of a web page or article

revenue-based KPIs

analytics that combine to show content marketing’s impact on company revenue

search engine traffic

the percentage of website traffic that comes from search engines

SEO KPIs

essential analytics that show the impact of SEO on a website

SMART goals

criteria to setting up business objectives; short for Specific, Measurable, Attainable, Relevant, and Timely

subscriptions

all individuals who have subscribed to an email list

time-based report

a regularly scheduled report that you create to show steady progress

unique website visitors

the number of different people who visit your website; each individual person only counts as one visit

user behavior KPIs

essential website analytics for content performances measured by user activity

vanity metrics

highly publicized and external-facing metrics that do not usually contribute to content marketing performance

views

the total number of views on a specific video