How to Measure Content Marketing Success Without Industry Standards [Infographic]

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The majority of both B2B and B2C businesses are still getting into the swing of figuring out how to measure content marketing. When asked specifically about metrics used to measure content success, the proportion of companies using even the most basic metrics was surprisingly low. But without determined industry standards to work from, where do you start? This infographic provides helpful insight into how industry leaders and mainstream organizations measure content marketing today, despite lacking a standardized approach:

Lionbridge - Industry Standards Infographic

Lionbridge – Industry Standards Infographic

Download the infographic here.

Want to compare your organization’s content marketing measurement against leaders in your industry? Whether B2B or B2C, you’ll find more benchmarks in the full Econsultancy report.


When it comes to content marketing measurement tools, 44% of global industry leaders—categorized as those who show a greater ability to internationalize digital content successfully—believe there is a serious lack of agreed key performance indicators (KPIs) and industry standards. So how do companies measure content impact without clear benchmarks?

We conducted a study with Econsultancy to see what metrics industry leaders and their mainstream counterparts use to determine content success. The findings serve as a sort of benchmark themselves. Here’s a rundown of what we learned:

How do you measure up?

The majority of industry leaders pay close attention to only a few metrics:

56% measure completion rates, influencer metrics, and social (shares, likes, and comments)

51% measure time on site

43% measure click-through rates

Only 23% measure bounce rates, as compared to 54% of mainstream

Mainstream companies seem to be more interested in what is commonly referred to as vanity metrics:

56% measure page impressions/views

48% measure unique/repeat visitors

52% measure social shares, likes, and comments

Only 34% measure completion rates, something more important to leaders

It’s worth noting such SEO-related metrics can be useful for understanding how discoverable and shareable content is.

Overall, companies are focused on reach and engagement to determine commercial success.

“Different people in different departments will be producing different content, but if it’s not well aligned, it doesn’t get any traction.” Alberto Viotto, Senior Director, Web Marketing and Strategy at DocuSign

What about Key Performance Indicators (KPIs)?

Leaders are significantly more likely to be using commercial KPIs:

54% measure sales

48% measure conversion rates

44% measure profit

43% measure brand perception and awareness, email subscriptions, and downloads

41% measure leads

Mainstream brands are consistently behind leaders in their use of key performance indicators to understand the value of content.

47% measure sales

40% measure brand perception and awareness, email subscriptions, and downloads

34% measure leads

30% measure conversion rates

29% measure profit

Until B2B and B2C companies understand true content ROI and can adequately assess commercial value with clear KPIs, it’s important to have dedicated analysts involved in developing measurement requirements and extracting insights from data to help provide your audience with the most applicable content possible.

Learn more about how to measure content marketing and how your organization compares to leaders in the modern digital landscape.

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