So, you’ve launched your startup. Your content marketing is live. Great! But now comes the big question: Is it working?
Without knowing how your content performs, you’re marketing in the dark. But don’t worry—measuring your content marketing doesn’t have to be rocket science.
Why Measure Content Marketing?
Imagine baking a cake with no recipe. You throw in random ingredients, hoping for the best. That’s what content marketing without measurement looks like.
When you measure, you:
- Know what content your audience loves
- Stop wasting time on stuff that doesn’t work
- Make smarter decisions
- Get better results faster
Sounds good, right? Let’s break it down step by step.
Step 1: Set Your Goals
Before tracking anything, you need a goal. A big “why” behind your content. Different startups have different goals, such as:
- Brand Awareness: More people discovering you
- Lead Generation: Getting emails or sign-ups
- Sales: Making that cash 💸
- Customer Education: Teaching users how your product helps
Pick one primary goal. Everything else builds around it.
Step 2: Choose the Right Metrics
Now that you have goals, let’s pick what to track. Don’t just follow every number you see. That’s overwhelming. Focus on what matters to your goals.
Here are some metrics startups often track:
1. Performance Metrics
These show how your content performs online.
- Page Views – How many people visit your content
- Unique Visitors – How many individual people visit
- Time on Page – How long readers stick around
- Bounce Rate – How often visitors leave after one page
2. Engagement Metrics
This shows how people interact with your content.
- Social Shares
- Comments
- Likes or Reactions
3. Conversion Metrics
These are the most important if you’re focused on growth.
- Email Signups
- Form Submissions
- Purchases
Metrics mean nothing without context, though. Keep that in mind.
Step 3: Use the Right Tools
Good news: You don’t need to buy fancy tools. Many are free or cheap.
- Google Analytics – Great for traffic, bounce rates, and conversions
- Google Search Console – Helps with SEO performance
- Hotjar – See how people interact with your site (heatmaps!)
- Mailchimp or ConvertKit – For email signups and open-rates
- HubSpot – Combines everything but can be pricey
Pick what fits your budget and your needs.
Step 4: Track Content Performance Over Time
One blog post won’t make you rich overnight. Great content gets better with age (like cheese… or memes).
Look at how your content performs over weeks and months.
Ask:
- Are traffic numbers going ⬆️ or ⬇️?
- Which topics or formats work best?
- What leads to more conversions?
This helps you decide what content to double down on, and what to ditch.
Step 5: Calculate ROI (Return on Investment)
This part sounds scary. But let’s make it easy.
Here’s a super simple formula:
ROI = (Revenue from Content – Cost to Produce) ÷ Cost to Produce
Say you spent $500 to create a blog post and it brings in $1500 in sales:
($1500 – $500) ÷ $500 = 2
Your ROI is 200%. 🎉
If ROI is low, that doesn’t mean the content failed. Maybe you built trust, which will convert later. Just be honest about what’s working now and what might work later. Use your head AND your gut.
Bonus Tips for Startups
Want to level up your content tracking? Here’s some advice just for startups:
- Tag Everything: Use UTM links to track campaigns.
- Talk to Users: Ask them how they found you.
- Make Dashboards: Use tools like Google Looker Studio for easy charts.
- Share Reports: Keep your team in the loop.
Common Mistakes (And How to Avoid Them)
Even smart founders mess this up. Avoid these traps:
- Tracking too many things: Focus on 3-5 key metrics.
- Chasing vanity metrics: Views are nice, but conversions pay the bills.
- Not tracking CTAs (Calls to Action): If you don’t know what people click, you can’t improve it.
Real-Life Example
Let’s say you run a SaaS tool for email management. You write a blog: “10 Ways to Cut Email Time in Half.”
Here’s what you track:
- Page Views: 800 in the first month
- Time on page: 3.2 minutes (solid!)
- Sign-ups: 25 people clicked your CTA and joined the trial
If your tool costs $30/month and 5 of those converted to paid users, that blog post made you $150/mo recurring. Boom!
Okay, Let’s Recap 🧠
Measuring content marketing isn’t hard—it’s just about asking the right questions:
- What am I trying to achieve?
- What are the 3-5 metrics that show progress?
- What are my best and worst-performing content pieces?
- How can I do better next month?
If you can answer those, you’re way ahead of most startup founders.
Final Words
Content marketing is powerful. But only if you track what matters. Don’t get lost in the numbers. Keep it simple. Set goals. Measure. Learn. Grow.
Startups that measure smart get better fast. So be one of those startups. Happy measuring!