The way that you want to measure the success of your blog posts should be based on the metrics defined in your content marketing strategy.

An example of top of funnel success metrics include the number of people coming to your site to learn about your company. How do these people learn about your company? Great content to answer their pain points.

Mid funnel activities, which fall into the direct response budget, are pieces of content that ultimately drive interest that leads to some sort of action. Examples of mid funnel content are things like case studies, deep dive informative articles, eGuides, and other related types of content.

Ultimately you want your prospective buyers to take an action. That brings us to the third portion of your your marketing funnel, otherwise known as the bottom of your funnel. This portion of the marketing funnel is geared towards direct response and is geared towards more targeted and deeper dive pieces of content such as eGuides, white papers, FAQ questions, and more.

Success metrics for direct response of bottom of the funnel marketing include: demo requests, leads, newsletter subscribers, email registrations, and more.

These difference between these metrics are a marketing lead and a sales prospect. Typically in the middle of the funnel there is a handoff that takes place in the lead falls into the hands of new customer acquisition.

Michael Marchese is the founder and CEO of Tempesta Media. He is responsible for corporate strategy, executive team leadership and overall business operations across all the company’s segments.

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