This document discusses the importance of measuring data for content marketing and provides metrics to track. It recommends tracking web traffic, impressions and click-through rate, content shares and backlinks, and keyword rankings using tools like Google Analytics, Google Search Console, BuzzSumo, and SEMrush. It also advises focusing metrics on top-of-funnel goals like brand awareness, education, and credibility based on historical data and budget.

1. MEASURE
YOUR
RESULTS
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Why Measuring Data Is Important?

2. 1. Web Traffic
Content Marketing Metrics to
Measure Data
✓ Tools to Use: Google
Analytics // Other Analytics
Platforms
✓ How to Find It: Acquisition >
All Traffic > Source/Medium
and/or Channels
2. Impressions & CTR
✓ Tools to Use: Google Search
Console
✓ How to Find It: Performance >
Search Results > Queries

3. 3. Content Shares & Backlinks
Content Marketing Metrics to
Measure Data
✓ Tools to Use: BuzzSumo
✓ How to Find It: Search by URL
(ex. Specific content asset
URL or /blog/), sorted by top-
shared content.
4. Keyword Rankings
✓ Tools to Use: SEMrush, Google
Search Console
✓ How to Find It:(SEMrush) Search by
URL & (GSC) Performance > Search
Results > Queries

4. What To Do With Your Data?
1. Though the metrics you emphasize are wholly dependent on program goals
(SEO, content marketing, or otherwise), this list should support your journey
in content performance measurement.
2. Focus on historical data to figure out what goals make sense given your
budget and team bandwidth.
3. Set or review these goals with your executive team to make sure you’re on
the same page.
4. Focused on top-of-the-funnel goals like brand awareness, education, and
building credibility.