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Content measurement metrics: A guide to agency service packs

Content measurement metrics: A guide to agency service packs

How do you prove ROI? It’s the age-old question, and one that stumps a lot of content marketers. The truth is, there’s no simple answer. But the best way of finding your answer is with content measurement metrics.

So let’s tackle the real question. What’s the point of your client’s content? Not to get too philosophical, but the metrics you measure depend on your client’s business goals. They could range from audience development to lead generation. As a SaaS agency, you’ll need to break down your measurement packs in a way that reflects the content marketing journey. To make this easy, here’s our guide on how to do just that.

Why metrics matter

First of all, it’s worth brushing up on the four key metrics for measuring content marketing. These are:

  • consumption metrics;

  • sharing metrics;

  • lead generation metrics;

  • sales metrics.

For a client just starting out, looking to build their audience, you might only need to measure their basic consumption metrics. That is, how many users are looking at their content, where they’re coming from, and what they’re looking at. On the other hand, some clients will be ready to drill deeper into their data – to find out how their consumers are engaging with their content, what leads are being generating, and sales converted. Either way, knowing what metrics to measure will help you design and offer the right service packs for your clients.


Your basic content measurement pack

This is where your reporting starts. As your client is building their audience, measuring their ROI is more about understanding the strength of their content. Google Analytics is your tool here. Basic tracking and setup will give your client an overall idea of who is consuming their content – measured as total traffic (including social), pageviews, and unique pageviews. Combined with Cognitives insights, you’ll be able to report on where the users come from, what they’re looking at, and what devices they’re using. Armed with this kind of data, you can give your client basic reports and monthly recommendations on what to do next. Just keep in mind, Google Analytics is a powerful tool. So we suggest saving its more advanced capabilities for your higher service packs.

Your professional content measurement pack

As your client grows, measuring their ROI will be more than just about audience development. This is where your professional measurement pack comes into play. By offering Advanced Google Analytics tracking and set up, you can show your clients how their audience is engaging with their content. This includes average time spent on a page, sessions on each page, new and returning users, and referrals.

For social media, this means who’s sharing, commenting on, and following the content. You can also set up goals to measure lead generation, track sales transactions, and report on the entire conversion journey. Plus, with tools like Google Data Studio or Tableau Public, you can transform your insights into visual, interactive reports.

To give your client greater knowledge on how to better align content marketing goals with sales, you should also offer closed-loop reporting.

Your advanced content measurement pack

At the top end, it’s about optimising your client’s content. Alongside Advanced Google Analytics, you should use tools to measure deeper engagement, on-page analytics, user testing, and feedback. For example, these include:

  • Hotjar. This all-in-one analytics and feedback software creates heatmaps, visitor recordings, feedback polls, surveys and more.

  • Mixpanel. Among other features, Mixpanel is great for measuring the real-time actions of your client’s users, not just their pageviews.

  • Fullstory. This platform lets you watch and rewind real-time content interactions, giving your client’s a raw look at how their consumers are behaving.

  • Adobe Analytics. From real-time analytics to detailed segmentation across all channels, Adobe Analytics is a powerful platform for measuring and optimising complex content strategies.

  • TrackMaven. TrackMaven gives your clients actionable insights across multiple channels, as well competitive intelligence, executive reporting, and campaign analysis.

Measuring your own success

Proving content marketing ROI can be tricky. But understanding what your client’s goals are from the outset will make the task much simpler. The bottom line is, every client will have different ideas on what constitutes success. That’s why splitting up your measurement service packs is so important.

Keep in mind that transitioning into a SaaS agency takes time. And how you stack your packs depends on what your agency offers and what your clients respond to. It’s really a process of discovery, and one that not only makes measuring your client’s success easier but yours too.

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