Content Marketing Metrics for CEOs: How to Build the Dashboard Your CEO Wants to See
Content is the core of your digital marketing campaign, and the only way to know it’s working is by keeping a close handle on the metrics.
Got a killer ad campaign going and want to know how it’s performing? You’re not going to make heads or tails of your data until you understand views, impressions, and clicks. Only then will you know what’s working and what needs a little boost.
Let’s take a look at what these metrics are, what they mean for data collection, and how they impact your campaigns.
Before we go too far, it’s important to know what these 3 terms really mean. Here’s the quick and dirty explanation of what they are:
An impression happens when an ad renders on somebody’s digital screen. You can use impressions as a first-line metric to see how often your pay-per-click ads are showing up in response to searches or how often your ad shows up on a third-party website.
Impressions come in two varieties:
Viewable impressions are more accurate when tracking how many people see your ad, not just how many times the ad is loading or being served. The data is more actionable, too, so you can modify your ad if there’s a problem causing it to be served and not seen.
The goal of each impression is to turn it into a click. You want people to interact with your content, and that all starts when they click through. That means it’s super important for your ads to have a strong and compelling call-to-action, so those impressions have a fighting chance of turning into a click.
After somebody clicks through, the goal is for them to view your content, whether that means watching a video or reading a landing page.
Views are the number of times visitors engage with your content. Most of the time, views refer to video views, though they can refer to page views too.
The most important view metrics include:
The ultimate metric for your paid advertising campaign success is profit by impression (PBI).
You can calculate PBI by dividing your overall profit by the number of impressions your campaign reeled in. (Get that overall profit metric by subtracting total cost from total sales value.)
Pay-per-click campaigns are all about boosting profit by generating more views, clicks, and conversions at the best price you can. With PBI, you can determine which ads to keep running and which ones to nix.
Ultimately, views score you leads, and leads score you sales.
But you can’t get those views without impressions and clicks. Impressions boost brand awareness by getting your product or service in front of more people. That means your ad content needs to be tailored to the people interested in your business – your ideal target customer.
Then, you have to take relevancy into account.
Impressions are a good measure of how good you are at putting your ad in front of an audience, and clicks are a good indicator of whether you’re succeeding at putting your ad in front of the right audience. But if your content isn’t relevant to the ad, then you can expect your views to stall, which puts a wrench in the whole campaign.
Impressions, clicks, and views can tell you why your sales and leads are exploding, or why they’re lackluster.
Hint: It’s always your content.
If your clicks suck, then your ad CTA isn’t sharp or compelling enough. When your views are through the floor, the end content isn’t worth the viewer’s time.
That’s why it’s important to keep an eye on your PPC metrics and ensure that your campaign starts and ends with extraordinary content.
The end game is getting views, which only happens if you have great content. And we’re talking about every part of the campaign, not just the end content the user is landing on.
That’s right, your ad copy needs to be kickass, or all those impressions will go to absolutely nothing of use.
No wonder you need a partner like ContentBacon. When you partner with us, you get content that blows away anything you’ve commissioned from a third-party freelancer (or written yourself).
We create content that captures the audience from the beginning and holds their attention until the very end, leaving them feeling like they got something of real value.
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