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Content & Customer Loyalty

Posted on 9.25.2014

The rise in popularity of content marketing (and it's importance in the path to purchase and the success of today's digital enterprises) has forever changed how website traffic is acquired- and more importantly customers/conversions.

The practice has caused a great deal of upheaval in the digital marketing industry however as it introduces a whole new paradigm of measurement. Unique visits and pageviews have been replaced by far more granular indicators of performance - at least among the savviest digital enterprises. If your brand is producing content for the purpose of deepening engagement and securing greater customer loyalty, let the following suggestions guide you to a more comprehensive, and more meaningful, understanding of your own brand's content marketing initiatives.

Total CM-Inspired Visits: If the gamification trend provides Internet professionals anything, it's the idea that the more a consumer visits and engages with content, the more valuable they are to the brand. For this reason, Total Visits should be but one of the primary metrics tracked by content marketers. Using a combination of filters, custom reports, and asset tracking, it's easy to understand just how many Web users visit based on the efforts of a content marketing team (or individual).

Growth of Repeats/Regulars: The percentage of new visits is a powerful reminder of just how well acquisition efforts are performing, but tracking the change (either positive or negative) in repeat visits over time reveals how well a brand is doing in terms of its content marketing efforts. 

Churn Rate: Web consumers are unpredictable, fickle and demanding. The result for many involved in content marketing is a critical, unloyal audience that is more interested in the quick fix than the long-term involvement with your brand. For this reason, churn rate is one of those metrics that must be tracked within today's digital enterprise.

There are of course a variety of ways to track the influence of content on customer loyalty. For example, knowing whether content is assisting in the reductions of returns when it comes to post-purchase support, helping buyers by offering instructions. Or, for example, whether content is shared through social media buttons, whether reviews and ratings increase correspondingly to the production or association with content. These data points aside, there's no substitute to measuring lifetime value - the metric of metrics.

Lifetime Value: Arguably the most meaningful metric to track is that of lifetime value - the projected revenue that a brand can generate from an individual user.

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