Content marketing for SaaS businesses is an incredibly powerful tool for driving leads, customers, and revenue. But how to measure SaaS content marketing to determine whether your content marketing is meeting its objectives?
Keep reading to learn more about the key metrics you need to measure for successful SaaS content marketing.
Methods for Measuring SaaS Content Marketing Success
Measuring SaaS content marketing success starts with setting benchmarks and tracking your progress against them. Here are some key metrics to track, along with the best methods for measuring each one.
Measure content marketing by number of leads
Lead generation is a key goal of content marketing, and the number of leads generated by your content is an important metric to track. To measure lead generation performance, you need to track the following:
• Number of leads generated directly by content (via opt-in forms, contact us forms, or requests for more info).
• Number of leads generated indirectly by content (such as via referrals or organic search traffic).
• Quality of leads generated – you also need to track the quality of leads generated by your content, such as their lead score and sales-readiness.
Measure content marketing by retention rate
Your retention rate is an important metric for measuring the success of your SaaS content marketing. To track the retention rate, measure the following:
• Number of leads retained over time.
• Customer lifetime value (CLV) – the total amount of revenue generated from each customer, over their entire lifetime as a customer.
• Cost per acquisition – the cost of acquiring each new customer, including the cost of producing and promoting content.
Measure content marketing by page views and conversion rate
Your page views and conversion rate will give you a good idea of how well your content is performing. To track page views and conversion rate, measure the following:
• Number of page views per piece of content.
• Conversion rate – the percentage of visitors who take the desired action, such as subscribing to a newsletter or downloading an ebook.
• Bounce rate – the percentage of visitors who leave quickly without taking any action.
Loving this article? Make sure to check out our other post about marketing content before you leave.
Measure MRR (monthly recurring revenue)
MRR is a good indicator of the success of your content marketing efforts. To track MRR, measure the following:
• Number of new customers acquired each month.
• Monthly recurring revenue (MRR) generated from each new customer.
• Cost per acquisition – the cost of acquiring each new customer, including the cost of producing and promoting content.
How to calculate MRR?
Calculating MRR involves adding up the total revenue generated by each customer over a certain period of time, typically one month. To calculate MRR:
• Identify all new customers acquired in a given month.
• Calculate the total revenue generated by each customer over that month.
• Sum up the total revenue generated by all customers in that month.
• Divide the total revenue by the number of customers to calculate MRR.
Measure content marketing by form submissions
Form submissions show us how effective our content is at getting people to take the desired action, such as subscribing to a newsletter or downloading an ebook. To track form submissions, measure the following:
• Number of form submissions each month.
• Conversion rate – the percentage of visitors who take the desired action.
• Cost per acquisition – the cost of acquiring each new customer, including the cost of producing and promoting content.
Measure content marketing by bounce rate
The bounce rate shows us how effective our content is at keeping visitors engaged. To track your bounce rate, measure the following:
• Bounce rate – the percentage of visitors who leave quickly without taking any action.
• Average time spent on page – the average amount of time visitors spend on each piece of content.
• Average page views per visit – the average number of pages visitors view during each visit.
These metrics will help you understand how engaging your content is, and how successful your content marketing efforts are.
Measure content marketing by revenue
Revenue is the ultimate indicator of success, and it’s important to measure the revenue generated by your content. To track revenue, measure the following:
• Total sales generated by each piece of content.
• Cost per acquisition – the cost of acquiring each new customer, including the cost of producing and promoting content.
• Return on investment (ROI) – the total profit generated by each piece of content, divided by the cost of producing and promoting it.
With these metrics, you can understand how much money your content is generating and whether it’s worth the effort and expense.
Measure content marketing by form sign-ups
Form sign-ups show us how effective our content is at getting people to take the desired action, such as subscribing to a newsletter or downloading an ebook. To track form sign-ups, measure the following:
• Number of form sign-ups each month.
• Conversion rate – the percentage of visitors who take the desired action.
• Cost per acquisition – the cost of acquiring each new customer, including the cost of producing and promoting content.
You’ll use these metrics to help you understand how successful your content is at getting people to take the desired action.
How do we decrease exit rate?
Decreasing exit rate is important for SaaS content marketing success. To decrease exit rate, measure and adjust to improve the following:
• Average time spent on page – the average amount of time visitors spend on each piece of content.
• Average page views per visit – the average number of pages visitors view during each visit.
• Content quality – make sure your content is engaging and relevant to your audience.
• Page speed – ensure that pages load quickly and are optimized for mobile devices.
FAQs
What are the benefits of SaaS content marketing?
The benefits of SaaS content marketing include increasing brand awareness, driving website traffic and leads, building customer loyalty and trust, and generating revenue. For anyone interested in improving their SaaS business, content marketing is an essential tool.
What is the SaaS market?
The SaaS market is the segment of the software market that offers applications as a service, typically through cloud computing. These services are subscription-based and offer access to software via the internet rather than having to install it on a local computer.
Why is it important to measure SaaS content marketing?
It’s important to measure SaaS content marketing because, with these measurements, it’s possible to understand how successful your content is at reaching and engaging your target audience, as well as what’s working and what isn’t. This data can then be used to refine and optimize your strategy for maximum success.
What’s involved in creating a SaaS content marketing strategy?
Creating a SaaS content marketing strategy involves analyzing your target audience, researching topics, planning content creation and distribution, setting KPIs, and regularly measuring and evaluating results. It’s a complex process, but it’s essential for success.
By tracking these metrics and monitoring your progress, you can get a better understanding of how successful your content marketing efforts are and make more informed decisions about the direction of your SaaS business. With the right strategy in place and careful analysis, you can maximize the potential of your content marketing efforts for successful growth.
