Marketing Automation Implementation

4 Ways To Build Your Own Content Marketing Dashboard

Build the right content dashboard for the right audience

Before you dive into creating your dashboard, think about who needs to know what.

While content marketers will need to:

  • Track content performance regularly
  • Get more granular insight into blogs and categories
  • Monitor campaign performance metrics (ie. backlinks, engagement)

A CMO will instead need to:

  • Evaluate content performance trends
  • Track top-level metrics (ie. Monthly Recurring Revenue)
  • See pipeline CVRs
  • See channel CVRs

Don’t get me wrong. Content marketers worth their salt will have oversight of the same metrics that CMOs do.

But unlike them, they’ll need to know the finer details of content performance too.

CMOs and Execs will be more focused on where they need to allocate resource and budget to optimize revenue.

So in short: different audiences need different metrics, need different dashboards.

C-suite content marketing dashboard metrics:

  • Total sessions
  • Total leads (MQL, SQL)
  • Pipeline conversion rates
  • Channel conversion rates
  • Trials / Demos
  • # of paying customers
  • # of paying customers by plan / product
  • Total revenue, NRR, MRR
  • ROI (time / revenue)
  • Etc.

Operational content marketing dashboard metrics:

  • Pipeline conversion rates
  • Qualified leads (MQL, SQL)
  • Traffic by source/channel
  • Average session duration
  • Bounce rate
  • Sessions
  • Content to product CTRs
  • Social media engagement (likes, comments, impressions, shares etc.)
  • Backlinks
  • Sentiment/content reactions
  • Content type/length
  • Evergreen scores

When building your content marketing dashboard, choose your OKRs wisely.

Think about your overarching objective, and select only the most relevant metrics to help you achieve that.

Building your dashboard around your goals is the only way to avoid analysis paralysis, and maintain clarity of insight.

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