Content marketing is a vital part of many brands' strategies and identities. No matter how important it is overall, however, individual pieces of content should be analyzed to determine their effectiveness. This can help inform a marketing strategy and ensure companies make the best possible choices for content production and publication.
According to ClickZ.com, measuring the value of content is fairly complicated. It's necessary to consider each stage of the sales process to get a realistic picture of how well a particular post performs. From awareness and first engagement to closing a sale, content is present in every part of the sales funnel. It can be difficult to segment and measure such a wealth of data, but it is worthwhile.
Some metrics marketers use to determine how their content is performing in the online marketing sphere include engagement statistics from social media, click-throughs, page views and even revenue. None of these is particularly useful on its own, but combining these data points can give a picture of how well content is performing. While it may be rare for a single piece of content to influence the revenue of a business to a measurable degree, it does happen and should be on marketers' radar.