A Simple Way to Define Relevant KPIs for Your Content Marketing
How do you know if the content you produce contributes to the bottom line? Here is a list of content marketing KPIs to help you track your content strategy.
Content marketing is essential for creating brand awareness, connecting with prospects, nurturing, and guiding them to conversion.
But tracking the impact each piece of content has to your overall strategy can be tough.
Why is this?
Content serves different purposes. There is also the problem of too many key performance indicators (KPIs) you can track. It’s very easy to find yourself measuring everything and tracking metrics that don’t have a real impact on your revenue.
But worry not.
This article seeks to make identifying content marketing KPIs easy.
Want to know how?
Read on to find out:
How to Identify Content Marketing KPIs: A Guide
Content marketing KPIs vary depending on your business model and goals.
What do you want your content strategy to help you achieve?
Once you know what your goals are, it becomes easy to identify relevant KPIs.
Check out some of the goals and KPIs you can use to track them.
- Increased Reach and Brand Awareness
To what degree is your content consumed?
It means having interesting content that your target audience loves to read and share with their friends. KPIs you track help you know if you are reaching and engaging lots of people. They include:
Pageviews: How many people view a single piece of content? Calculate total page views for all content pieces too.
Unique visitors: Do you have new visitors to your site?
Inbound and referral links: Do other people link to your content? If they do, it can help increase your visibility and rankings.
Average time on site: Do people spend time with your content or leave immediately?
Email open rate: Are people opening your emails? What’s the rate for each piece of email and total emails over time?
- Generate Leads and Increase sales
Does your content help you create new opportunities?
These KPIs track if your strategies of lead generation help you increase revenue. They include:
Number of new leads: Track the number of leads you generate after a certain touchpoint
Number of subscriptions to the blog and newsletter: What’s the rate of subscriptions?
Click-through rate: How many people clicked on the call-to-action?
Cost per lead: Every lead costs money. It’s, therefore, important to track the cost of the lead vs. the revenue they produce.
- Increase Engagement
Is your target audience interacting with the content you post? Are they liking, sharing, forwarding, or commenting?
KPIs to track are:
Scroll depth: Scroll depth helps you know if your audience consumes your content partially or fully.
Social media shares and comments: Helps you know whether people find your content relatable and interesting enough to share with friends.
Interested in learning more about KPIs you can track?
Take a look at the insightful infographic below from ShaneBarker.com.