How to Measure Content Success at Every Stage of the Funnel

Content Performance in the Awareness Stage

Content created at this stage is ideal for new companies who want to make potential buyers aware (hence the name) of their existence.

Organic search impressions or how many times your content appeared in SERPs (Search Engine Results Pages).

Views and reach on social media – the same as above, your content made its way under some eyes. Now, if your reach is higher than the average organic reach for a certain social media platform, you’re doing something right.

Share of Voice (SoV): this is a term borrowed from PR and extended to any measurable metric in any type of marketing tactic. It measures how often your brand shows up in search results compared to your competitors’.

New users on your website: when you reach new users, who’ve never heard of you before, it’s obvious that your brand awareness is on the rise.

Now let’s see how you can measure this interest:

Clicks: whether it’s clicked from SERPs or from social media, they all mean the same thing: your content is engaging and you’ve got the numbers to prove it.

Bounce rate: OK, you’ve got their interest. But for how long? Bounce rate (also measurable in Google Analytics) tells you how many of the people who clicked on your links bounced back to search results without visiting another page.

Time spent on page: most CMSs have plugins that display “read time” next to any piece of content. While it’s true that most people scan and skim content, if the average time spent on a page is much lower than the read time (a few seconds), maybe it’s time to revisit that page.