Explore what the difference is between a vanity metric and an actionable metric as you select the appropriate metrics to monitor your progress with content.
- Don't be misled by focusing on one metric for a campaign. One metric is not a true indication of what's really happening. Instead, focus on a mix of actionable metrics and vanity metrics to understand the full impact of your content marketing. Vanity metrics illustrate surface-level success with content, but don't provide the full picture. Vanity metrics include page views, shares in social media, or the number of email subscribers. These metrics let you understand your progress with content to a degree, but at the same time you can't rely on them alone, or you could be misled.
If you only looked at vanity metrics like page views on your website, you might see lots of traffic coming from content. But that doesn't mean visitors are converting into customers or taking any action. This is where actionable metrics come into play. Actionable metrics are units of measure that provide deeper insight into your content's performance overall, like the number of leads, sales, time on site, and conversions. These metrics highlight action taken by your customers that can be easily translated into real business value.
Some vanity metrics can provide value, but unless you combine them with actual metrics, you're not getting the whole story. For example, you can measure your email newsletter by the number of subscribers. But if you also review the open rate, click through rate, and the revenue generated, you'll have a more complete understanding of the impact of your campaign. Understanding if any worthwhile action actually occurred is the key difference between vanity and actionable metrics. You want to know what's really happening with your use of content to market your organization, and the best way to do so is with a healthy mix of both vanity and actionable metrics.
- Benefits of content measurement
- Challenges to address
- Creating a campaign
- Choosing purpose-driven goals
- Setting a time frame
- Coordinating with other marketing efforts
- Investing in different content formats
- Aligning content with the buying process
- Calculating the cost of content
- Vanity vs. actionable metrics
- Setting up a reporting system