Some of the methods listed in the section above are decades-old, some have been transplanted from other fields (e.g., military), and some were designed for corporations.
This means that what we have just discussed may potentially be outdated and/or not suitable for startups and SMBs. After all, marketers may have adopted different methods over the years that work well, especially in the area of content marketing.
So in our search for the answer to doing performance reviews for content marketers, we decided to go further than just understanding the theories.
What’s more, we also wanted to learn what particular metrics are being used to assess the performance of content marketers.
So we asked marketing managers to answer these two questions in a quick survey on social media:
In some cases, we’ve added an additional question: How do you determine if a content marketer deserves a raise?
Two disclaimers to note here. First, marketing is a broad field with various specializations. Hence, we decided to limit the scope of the survey to just content marketing. Second, the survey was conducted on social media in an open forum. So we chose not to rule out the possibility of respondents being influenced by existing responses.
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All in all, we’ve got 20 responses to questions #1 and #2 and 10 responses to the additional question #3, plus some comments. Here’s what we found:
Marketers use different types of metrics to measure the performance of content marketers:
55% use only quantitative metrics.
20% don’t use any metrics.
15% use both qualitative and quantitative metrics.
10% use only qualitative metrics.
Performance-review-metrics
Among the quantitative metrics, the most popular are traffic and MQLs. Some others mentioned are social media shares, influence on MRR, keyword rankings, engagement rate, referrals to shop, and dwell time.
Among qualitative metrics, marketers mentioned feedback from readers, quality of product placement, internal feedback, managers’ personal opinions.
Half of the surveyed managers (50%) use a quarterly interval for conducting performance reviews. However, managers often mix those with monthly, weekly, and even real-time feedback.
For reasons to give a raise, the clearest pattern among the responses is that managers utilize the same metrics used for measuring performance. However, some managers mentioned they consider additional factors like work ethic, a regular annual raise, employee being underpaid, or wanting to keep the employee.
When-content-marketers-should-get-a-raise
A minority of marketers don’t perform performance reviews. Notably, most answers came from Twitter. Here are a couple of those answers that explain the reasons for this approach: