I know most of you that read this will be saying something like; Jason I barely get a blog post out every month and log-in to my Facebook and you want me to use 29 metrics to measure the success of that?
No I don’t. But I thought this was a fun infographic to give an idea of the complexity that is Real Estate Content Marketing and SEO—especially in 2024, where we’ve expanded our approach to include even more ways to measure success.
Some of you will eat this up, and for the rest of you… Just focus on getting that 1 blog post a month 🙂 And maybe 3-5 Facebook posts, and perhaps 3-5 Instagram shares as well. As you get comfortable, you can start exploring these metrics to see where you’re really making an impact.
“Treat your content like a product. ~ Drew Davis“
I believe success in content marketing, as in any marketing effort, boils down to one thing: Getting A New Client and Making A Sale.
Does that mean that if you post some content to your WordPress Real Estate website that you will get a sale?
Maybe… but doubtful.
You will however, start to generate leads with a steady stream of new and updated content over time. That is a guarantee.
In the meantime, you might want to measure the success of your efforts in different ways. This can help you stay motivated, focused, and feel good about the work you’re doing.
In addition to measuring the success of your content marketing strategy, following up with these metrics will ensure that your website stays fresh and healthy. Interestingly enough, it’s metrics like these that represent the new SEO.
In 2024, we’ve organized our metrics into 10 essential categories, each with specific sub-metrics to give you a comprehensive view of how your content is performing. Whether you’re looking at how often your pages are viewed, how long visitors stay on your site, or how well your SEO efforts are paying off, these metrics will help you gauge your success.
Creating high-quality content consistently requires careful management of time, resources, and costs. Production and cost metrics provide crucial insights into how efficiently your content is being produced and distributed, helping you maximize your return on investment.
To really know how your content is performing you need to know how your audience is interacting with it. Consumption metrics give you a window into your audience’s behavior and preferences, so you can see what content is resonating and where you need to adjust.
Engagement metrics go deeper into how your audience is interacting with your content. These metrics show the level of interest and involvement, so you can see which content is sparking conversation and which needs a tweak.
Retention metrics are all about the loyalty of your audience so you can see how well your content is bringing them back. These are important for building long term relationships and sustained engagement.
Your content is only as good as how many people see it. Sharing metrics are the numbers that show how your audience is helping to spread your message. They not only increase your visibility but also prove your content is good enough to be shared with others.
SEO metrics are key to understanding how your content performs in search engines. These metrics ensure your content is discoverable, drives organic traffic and increases visibility.
When it comes to content marketing, the end game is leads. Lead metrics show you how well your content is driving prospects into your sales funnel and how well you’re taking care of those relationships.
At the end of the day, all your content marketing efforts should lead to one thing: growing your business. Sales and conversion metrics show you how well your content is doing at turning potential leads into paying customers and, ultimately, how much revenue it’s driving.
Brand awareness metrics measure how well your content is building awareness and recognition for your brand. These metrics are key to having a strong brand presence in the market.
With 34 metrics at your disposal, it’s important to focus on the ones that align best with your business goals. Start by identifying the areas where you need the most improvement and gradually expand your analysis to cover more metrics as your strategy evolves.
I must mention that the majority of these metrics can be created and easily tracked using a WordPress website, a few WordPress plugins, Google Search Console, and Mailchimp.
The complexity of real estate content marketing and SEO can’t be overstated, but by focusing on these essential metrics, you’ll gain valuable insights that can help you fine-tune your strategy, measure your success, and, most importantly, get closer to landing that next client.
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Measuring the effectiveness of your content marketing efforts is crucial because it helps you understand what’s working and what’s not. Without proper measurement, you might continue investing time and resources into strategies that don’t yield results, missing out on potential opportunities to engage your audience and drive conversions.
The most relevant metrics depend on your specific goals. If your focus is on brand awareness, metrics like website traffic, social shares, and impressions are key. For lead generation, you should track conversions, email sign-ups, and inquiries. It’s important to align your metrics with your overall business objectives.
There are several tools available that can help you track and analyze your content marketing performance. Google Analytics is a popular choice for tracking website traffic and user behavior. Social media platforms offer insights into engagement and reach. For email marketing, tools like Mailchimp provide metrics on open rates and click-through rates.
It’s recommended to review your content marketing performance on a monthly basis. However, some metrics, like social media engagement, may need to be monitored more frequently to adjust strategies in real time. Regular reviews allow you to make data-driven decisions and refine your approach.
Absolutely! Content marketing is highly scalable, meaning even small real estate businesses can see significant benefits. By creating high-quality, targeted content, you can build brand authority, attract potential clients, and compete effectively in your market without the need for a large budget.
One of the biggest challenges is attributing success to the right content pieces. With so many touchpoints along the customer journey, it can be difficult to determine which piece of content had the most impact. A multi-touch attribution model can help, but it requires sophisticated tracking and analysis.
If your content marketing results aren’t meeting expectations, start by revisiting your content strategy. Ensure your content aligns with your target audience’s needs and interests. Experiment with different types of content, such as videos or infographics, and consider refining your distribution channels. Consistently analyze your performance metrics to identify areas for improvement.
SEO is a critical component of content marketing, especially in real estate. By optimizing your content for search engines, you increase the likelihood that potential clients will find your listings and services when searching online. Effective SEO can drive organic traffic, enhance visibility, and establish your brand as a credible authority in the real estate industry.
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