Skip main navigation

£199.99 £139.99 for one year of Unlimited learning. Offer ends on 28 February 2023 at 23:59 (UTC). T&Cs apply

Find out more

Measuring the success of your content

Measuring the success of your content

One thing you’ll want to remember as you make your content marketing plans, is that you need to set some targets and success goals up front. Otherwise, how will you know if it is worth doing again?

Think about what your intention is for each piece of content you’re using. Where does it sit in the funnel? It would be unrealistic to expect a piece of content at the top of a funnel like a blog post, to immediately convert someone to buy. Equally, you might feel that if a free trial doesn’t convert someone, that is a fairer measure of its success.

At the start of this course, we asked “why do content marketing?” and came up with many answers, from generating leads to education. From creating awareness to sales.

The best success metrics are realistic.

Common metrics graphic

Some metrics you might wish to track include:

Top of Funnel (Awareness & Engagement)

  • Traffic; page views; video views; downloads; referral links
  • Comments; likes; shares; retweets; forwards; inbound links

Middle of Funnel (Consideration)

  • Lead generation (completing forms, downloads)
  • Email subscriptions; blog subscriptions

Bottom of funnel (Purchase)

  • Conversions; online sales; offline sales
  • Cross-selling; up-selling
  • Loyalty; frequency of purchase; value of purchase

What do you think will work for you? Which are the most important? Let us know!

This article is from the free online

Content Marketing Strategy with Advertising Week

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education