It’s notoriously hard to measure successful content in the online world. There are many different metrics out there that could possibly tell you if the things you put online are being accepted by users. Among publishers there are three main yardsticks that, according to Parse.ly, are the most important: amount of time users spend on respective pages, page views, but also social sharing.
Brands agree that social sharing is very important, but other than that count conversions as the single most important metric. That’s when you got the user hooked. This of course has to do with the different product types: While publishers seek to maximise their audience on page, for brands online content is more of a means to an end, serving as bait to transform users into consumers.