Are you under the assumption that CEOs care about how flowery your web content is or how readable your blog posts are? As web content writers, you have to throw out such assumptions out of the window! CEOs, as rightly should be, are concerned with the commerce aspect of the business rather than art and literature. An article or a blog post is good only if they get in business revenue or engage customers. Clearly, the performance metrics the content marketing team are different from those of literary societies! Here are the top 3 content marketing metrics that concern CEOs:
- Online Leads: Are your articles and blog posts bringing in online leads? That is the first and foremost content marketing metric that determines performance of the content writers. Are people and users of the interest getting drawn to the brand that you are writing for? Is it converting the amount of online traffic coming to the website into possible leads? Getting in the online traffic is the job of an SEO professional. Converting those online visitors into potential leads is the responsibility of the content team.
- Return on Investment: The content marketing team, simply because it is dealing with a non-tangible domain when it comes to hardcore business metrics, cannot be excused from the return on investment quotient. The ROI of the content marketing team must justify the expenditure is takes to hire writers and other associated costs against the returns in terms of revenue generated for the brand. If the ROI is not green and sufficiently so, you need better content marketing ideas.
- Customer Retention: Building up brand loyalty and engaging customers with the brand is the job of the content marketing team. You have to come up with new, fresh ideas constantly and keep updating your website to give something new to the online visitors every single time. This will help keep customers glued to your brand and also cut down on the number of customers leaving your brand to join competitors (churn rate). Content marketing metrics should contain a column depicting customer retention rate and the churn rate.