Content marketing should deliver results.
But how to measure it with web analytics?
Plain vanilla Google Analytics setup is not really useful for measuring your content marketing.
You can track page views and page value (if you have implemented conversion tracking with monetary conversion values). But this is just a start.
You need to segment your content based on, for example:
📌 topic
📌 author
📌 target persona
📌 content type
📌 the phase of the customer journey
Topic and author are, of course, easy to track as they are usually recorded in the content management system and shown on the page.
Using the target persona, content type and phase of the customer journey is somewhat more complicated as the data is not usually recorded in the CMS.
For all of these, you can use Google Analytics’ content groups or hit level custom dimensions.
After implementing these, you can analyze page value, unique page views and landing pages using more meaningful dimensions than the page URL.