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You are here: Home / Blog / Content Marketing Metrics That Matter

Content Marketing Metrics That Matter

Published: November 29, 2016

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Came across a thread on inbound.org about the “Top 3 metrics every content marketer should track”. Had to weigh in after reading the responses because, well, they catered to the wannabe blogger superstar and had very little actionable insight to measurable business goals.

Since we’re talking about content marketers, whose role is presumably to drive awareness, leads, and retention through the stuff they help put out online, I’d say the most important metrics circle around those three items.

Specifically, I’d look at:

Time between buying stages (if I’m doing my job, then it’s getting easier to sell my product/service, and we’re controlling more of the buying discussion because our customers are more educated by the time they reach us)

Half-life of content promotion via email, social, and paid ads (if I’m doing my job, then I’m building momentum across all three of those channels, sequentially, and it will take longer for that momentum to die down).

Customer Lifetime Value (if I’m doing my job, then our customers are finding more ways to be successful with our product/service, which means they’re staying around longer and buying more from us).

Everything else is just inflating your self worth.

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Stephan Hovnanian

I am a Strategy Consultant on Sprout Social’s professional services team. As a speaker and trainer, I focus on developing world-class practitioners of social and advocacy programs. Before joining Sprout, I ran a marketing consultancy for 15 years, and use that experience to shape the strategy of social programs so they launch successfully and drive measurable business value.

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Stephan Hovnanian

I am a Strategy Consultant on Sprout Social’s professional services team. As a speaker and trainer, I focus on developing world-class practitioners of social and advocacy programs. Before joining Sprout, I ran a marketing consultancy for 15 years, and use that experience to shape the strategy of social programs so they launch successfully and drive measurable business value.

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Latest Articles and Appearances

Reflecting on a core values challenge

November 27, 2020 (Blog)

Adopt these communication norms for better meetings, emails and chat messages

July 8, 2020 (Blog)

Data can lead, but only if you know where you’re going

April 14, 2020 (Blog)

Say it with me: engagement doesn’t pay bills

February 14, 2020 (Blog)

What a kick in the butt taught me about trust

August 5, 2019 (Blog)

Advocacy in a Box – MarketingProfs B2B Forum #MPB2B

November 10, 2018 (Presentations)

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