6 Key Content Marketing Metrics You Should Track

How to Understand Content Marketing Performance Through Six Essential Metrics

Marie Ennis-O'Connor


“What isn’t measured isn’t managed” — Peter Drucker

According to management consultant Peter Drucker, to effectively manage or improve something, you must measure and track it. Measurement provides the necessary data and insight for making informed decisions and improvements.

In this article, we’ll explore some of the most important content marketing metrics you should track to ensure your efforts are on the right track.

1. Website Traffic

Website traffic refers to the number of visitors who come to your website within a specific timeframe. Monitoring website traffic provides valuable insights into the overall health and performance of your online presence.

Here are some key aspects to consider when expanding on this metric.

Visitor Count

This is the most basic aspect of website traffic. It tells you how many people are visiting your site. It can help you gauge the overall reach of your content and your website’s popularity. Increasing visitor count is often a primary goal, but it’s equally important to attract the right kind of visitors who are interested in your content or offerings.

Traffic Sources

Knowing where your website traffic is coming from is crucial.

There are three primary sources:

  • Organic Traffic: Visitors who find your website through search engines like Google. It’s essential for understanding your content’s search engine optimization (SEO) performance.
  • Direct Traffic: Visitors who type your website’s URL directly into their browsers. This may indicate brand recognition and loyalty.
  • Referral Traffic: Visitors who come from other websites, such as social media platforms, backlinks, or partner sites. Monitoring referral sources helps you identify successful content promotion strategies.