Defining Success Metrics for Corporate Blogs

Guest post by: Bill Sweetman
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I was recently asked to help someone define success metrics for a corporate blog. I thought this was such a great topic that I'd share my answer with a wider audience.

Many of the success metrics for blogs are similar to those that might apply to a Website, since blogs are a variation on a Website.

These 'shared' success metrics include:

Blog/Website Traffic
* Unique Visitors
* Unique Visits
* Repeat Visits
* Page Views
* Page Views per Visit
* Average Time Spent on site

Blog/Website Brand/Content Interactions
* Content Page Views
* Content % of Page Views

Blog/Website Responses (if applicable)
* Number of Desired Responses
* Conversion Rate from site visitor to Desired Response
* Cost-Per-Desired Response

In addition to the above 'shared' success metrics, there are a number of success metrics that are specific to the unique nature of blogs.

These blog-specific success metrics include:

* Number of Subscribers to the blog's RSS Feed
* Number of Overall Inbound Links to the blog
* Number of other Blogs that Link to the blog
* Number of Comments Submitted to the blog
* Number of Trackbacks Submitted to our blog

Not all of these success metrics will apply in every case, however these are some of the more common ones.

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About the Author: Bill Sweetman

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Bill Sweetman is one of the Internet marketing industry's most respected authorities and his innovative work over the last 15 years has been recognized by numerous awards, including the prestigious Internet World Impact Award for Communications. Bill has overseen hundreds of Internet marketing campaigns for companies such as Alliance Atlantis Communications, Bell Mobility, CBC, Dupont, General Motors of Canada, Harlequin Enterprises, Hewlett-Packard, Pfizer Canada, and RBC Royal Bank. Bill is a popular speaker at industry conferences, and he is frequently interviewed by the media as an Internet marketing expert. He is also one of the founders of the Canadian New Media Awards, and he has worked as a producer on numerous award-winning Websites. Bill is a regular contributor to various trade publications and blogs, including his own acclaimed Internet marketing blog, Sweetmantra, located at www.sweetmantra.com.
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