Top 14 SaaS Content Marketing Metrics for High-Growth Companies
Regardless of the industry you work in, if are doing content marketing, you need to track its results.
You need to know how your blog posts, social media actions, or ads are working. Because while you are thinking that you are doing a great job, certain types of content might be repelling customers.
Or you might be overlooking a channel that is actually bringing in customers that are ready to convert.
There are tons of different content marketing metrics that you can track to optimize your business and achieve your full potential.
But the ones I picked here are the 15 most crucial content marketing metrics to track for your high-growth business.
1. Unique Pageviews
Unique page views measure the number of sessions where a certain page was downloaded at least once.
This is actually a very simple metric to track, but you shouldn’t overlook it because it’s easy. It is still one of the most important metrics for SaaS.
Unique page views can give you an idea of your website traffic, the number of new and returning customers, and which pages are more interesting.
Many digital analytics tools, including HockeyStack Analytics, will allow you to access your unique page views and also provide you with additional and insightful data.
However, one thing to keep in mind is that you will not have access to enough data for content that is outside of your own website. So if you have blog on Medium.com and you want to see the unique page views for those blog posts, you may not obtain efficient data.
2. Social Media Interactions
Social media is now a part of our day-to-day lives and it’s where we spend most of our online time. So, it is a great outlet for your content.
And once you have your content out there, you should track how it’s doing. You need to keep an eye out for all possible social interactions.
They could be
- direct-messages (dms), etc.
All the data you collect from your social media interactions will provide knowledge to your target audience profile and will help you create a customer persona for next marketing campaigns.
You can also use the data to optimize your content and transform it into a form where it will interest more people and acquire more customers.
Your followers or subscribers are people who have enjoyed your previous content and want to be updated on your new content.
This is another metric that is easy to measure because it is quantitative and it will not take a lot of your time and effort.
Higher numbers of subscribers indicate that your content resonates with your audience and is interesting.
That’s why it is important to track the number of followers/subscribers your business has.
4. Bounce Rate
Bounce rate is the percentage of customers that leave your website after only seeing a single page.
High bounce rate is an indicator of content failing to interest your customers. If they are not entertained or engaged they won’t be moving further in the conversion funnel.
Your content will not apply to every single person and there will be accidental clicks, so it is inevitable to have some amount of bounce rate.
Your goal should be to keep it as low as possible, around 40% is a good bounce rate that you can target.😎
You can use HockeyStack to know your bounce rate.
Inbound links are when other businesses link your website or content on their websites. This makes your company look credible and authoritative.
The more inbound links or backlinks you have will help you become a thought leader in your industry.
When you track the amount of backlinks you will be able to see your business’ growth over time and be able to evaluate your success.
However, as with everything, not all backlinks are of equal quality. Focus on acquiring high quality backlinks from relevant sites.
6. Click-Through Rate (CTR)
Click-through rate or CTR means the percentage of clicks on an ad per impression.
You can calculate your own click-through rate by using this formula. Your CTR will show how effective your lead generation efforts are.
It depends a lot on your copywriting and CTA buttons. The more interesting they are the more likely you are to get customers to do what you want them to do and increase your click-through rate.
7. Conversion Rate
You have various different leads coming from various different paths. Whether they come from your newsletter, your e-book, your “contact us” page, or anywhere; your goal is to make them convert to paying customers.
And to increase the conversion rate, you need to measure the conversion rate.
All leads go through different sales cycles and funnels and you need to track each and every one of those conversions and see which path generates the most leads.
This doesn’t mean tracking only the number of conversions, but also seeing how it relates to time and your different marketing campaigns.
8. Exit Rate
Exit rate might seem similar to bounce rate, but it’s actually very different than that.
Bounce rate records only one page the customer views before leaving your website. Whereas exit rate considers every single page the customer views before they leave.
This is a critical metric to measure, especially if you have created a funnel for conversion thet flows through content on your website.
Tracking the exit rate will help you see which stage many people tend to bail out and will give you an idea of what to change and improve.
But you should realize that the exit rate at some pages are meant to be high. Like the “contact us” page or the “exit” page after a purchase. High levels of exit rate on those pages will mean that a lot of people have successfully completed the sales cycle.
9. Monthly Recurring Revenue (MRR)
Your business’ monthly recurring revenue (MRR) is one of the most essential metrics to track if you want to visualize your growth —which you should.
It will not only help you see how much your revenue has grown, but also help you get feedback on your marketing efforts for that month.
You can use a tool like Profitwell or ChartMogul to track your MRR and other revenue metrics.
10. Customer Acquisition Cost (CAC)
A business is very likely to fail to become successful brands because they are not able to acquire customers at a low cost.
You cannot spend the money you don’t have on new customers. And you certainly cannot spend it on customers if they won’t bring back more money.
That is why it is very important to track your customer acquisition cost and plan your marketing spend accordingly.
Here is the formula:
11. Sales Cycle Length
You need to be aware of how long your business’ average sales cycle is and also what an expected sales cycle length is for your industry.
The longer a sales cycle is, the more you spend time, money and resources. So, you need to focus on trying to shorten the cycles as much as possible.
Tracking the sales cycle length will allow you to see which point you can cut out and see which channels are the fastest for conversion.
12. Customer Retention Rate (CRR)
You want to make sales, but you also want people to come back for more. This will show how valuable your products are and how much they resonate with your target audience.
Calculating the customer retention rate (CRR) will help you see the percentage of customers that are coming back to buy from your business again.
Here is a simple formula to measure CRR:
Make sure not to include the newly acquired customers for the month.
13. Churn Rate
Churn rate is the amount of customers that stop using your products after a purchase. It is the opposite of customer retention rate (CRR).
Reasons why customers are leaving might be more advanced features, lower prices, better service, etc.
Whatever it is, higher rates of churn means that your business will have to work harder and spend more money to maintain its revenue.
Therefore, it is important always track the churn rate, understand why it happens with a survey tool, and make sure it stays as low as possible.
Here is the formula:
14. Customer Lifetime Value (CLV)
Customer lifetime value is the amount of money that can be expected from a customer until they stop being a customer of your business.
It is very crucial because it shows how valuable your customers are and determines how much you can spend to acquire more customers.
This is how you calculate your customer lifetime.
And once you have that, you can calculate the CLV by using this formula:
ARPA: average revenue per account.
Notice that the customer lifetime value is inversely proportional to the churn rate. So if you decrease your churn rate, your CLV will automatically increase.