Curated by Beth Kanter
There four different types of metrics to think about in terms of your content strategy:
Lead Generation Metrics
This is an important reminder that a content strategy is not just about publishing, it is about getting to action. Content helps achieve results!
Consumption Metrics: How many people viewed, downloaded, or listened to this piece of content?
Consumption helps you measure brand awareness and website traffic. But, the e-book warns, don't stop here - ask the "to what end question." Are you getting people to go from simply consuming to engaging?
The next level of engagement is whether your audience is sharing your content. This is "resonance" -- if the topic is important to your audience they will be more likely to share with their networks. The metrics include likes, shares, retweets, forwards, and inbound links.
The e-book identifies some tactics to boost sharing - from using sharing buttons to enhancing "social proofing." Good quality content is worth sharing - is your content shareable?
The next category of metrics or action is "lead generation." How often does content consumption result in some one giving you their contact information? The metrics include form completions, downloads, email subscriptions blog subscriptions, blog comments, and conversion rates.
These metrics are preludes to donations .. and can help you cultivate those people who opt into sharing their contact information. But in order to best understand conversions, you need to use custom urls and landing pages and a tool like Google Analytics. (Kevin Conroy from Global Giving provides some simple how tos in this post: http://www.bethkanter.org/sowhat/ )
The last category is sales metrics or in the case of nonprofits, donations. Did we see income from this content? Did someone make a donation, purchase a ticket, or provide support?
In this category you have, online donations, offline donations, and manual reporting and anecdotes. The e-book also reminds not to forget metrics around customer or donor retention.
The book also offers some simple formulas for measuring the ROI of Content marketing.
The final advice:
Content is the means, not the ends. Frame your motivation with that in mind. The goal isn't to be good at content, the goal is to get results."
Good infographic here: https://www.facebook.com/photo.php?fbid=10152178913420408&set=a.10150148714310408.395031.212577490407&type=1