Build the right content dashboard for the right audience
Before you start creating a dashboard, think about who needs to know what.
While content marketers need to:
- Regularly track content performance
- Learn more about blogs and categories
- Monitor campaign performance metrics (i.e. backlinks, engagement)
Instead, CMOs need to:
- Evaluate content performance trends
- Track top metrics (i.e. monthly recurring revenue)
- View Pipeline CVR
- View Channel CVR
Don’t get me wrong. A competent content marketer will oversee the same metrics as a CMO.
But unlike them, they also need to understand more detailed information about content performance.
CMOs and executives will pay more attention to where they need to allocate resources and budget to optimize revenue.
In short: different audiences need different metrics, different dashboards.
C-suite Content Marketing Dashboard Metrics:
- total sessions
- Total leads (MQL, SQL)
- pipeline conversion rate
- channel conversion rate
- Trial/Demo
- # paying customers
- # Paying customers by plan/product
- Gross Revenue, NRR, MRR
- ROI (time/income)
- and many more.
Operational Content Marketing Dashboard Metrics:
- pipeline conversion rate
- Qualified leads (MQL, SQL)
- Traffic by Source/Channel
- Average session duration
- Bounce Rate
- conversation
- Content-to-Product CTR
- Social media engagement (likes, comments, impressions, shares, etc.)
- backlinks
- Emotional/Content Response
- Content-Type/Length
- Evergreen grades
When building your content marketing dashboard, choose OKRs wisely.
Consider your overall goal and choose only the most relevant metrics to help you achieve it.
Building dashboards around goals is the only way to avoid analysis paralysis and keep insights clear.
