What Content Marketing KPIs Should You Track?
Content marketers need to be able to measure the success of their work in light of specific business goals. For c-suite and digital marketers alike, knowing which content marketing KPIs to monitor is key to measuring success.
Content marketing is a continually shifting landscape as user behaviours evolve and brands use new content formats to engage them. Keeping up with trends and knowing how to gauge their success is equally important.
To recap, content marketing is a strategic marketing approach that involves creating and distributing useful content—blogs, newsletters, white papers, social media posts, emails, and videos—to current and potential customers. When done correctly, this strategy conveys expertise and keeps your brand front of mind when potential buyers need what you offer.
Read on to learn about four of the fundamental content marketing KPIs to evaluate the effectiveness of your campaigns.
Track brand awareness
Generally speaking, the best way to measure the success of your brand awareness campaigns is by tracking how often your content appears online. Measure the success of your work in terms of brand awareness by tracking a variety of content marketing KPIs including impressions, reach, and search volume as well as other measures like social engagement metrics and qualitative surveys. This data can help identify which platforms are driving brand exposure and how your content compares with that of competitors.
Sentiment analysis can also be employed to gauge how your brand is perceived online. This data is invaluable in helping you develop strategies to enhance your company’s image. Another way to measure brand awareness is by analysing the keywords people use when looking for your products or services. This provides valuable insight into what types of searches your target audience is conducting—and which terms they’re most likely to use when ready to purchase.
Evaluate content engagement as part of your content marketing KPIs
Content engagement refers to any action a user takes on your website or online content, such as likes, comments, shares and subscriptions. It provides you with an indicator of how well it’s performing and allows you to measure its success.
Generally, selling to someone who already has an interest in your product or service is much simpler. That’s why creating content that people want to engage with is so important. To maximise engagement, craft content that is both useful and entertaining. Furthermore, ensure your calls to action (CTAs) are persuasive. For instance, if you want people to sign up for your email newsletter, don’t just put a button on your blog post; embed a form that requests contact information. A straightforward and user-friendly form will help convert visitors into leads.
Another useful content marketing KPI to monitor is whether people are reading your articles. You can determine this metric with Google Analytics by looking at the number of pages visited per session, time spent on page, and your bounce rate.
Ideally, you want your audience engaged as they move from page to page on your website. To achieve this, monitor the bounce rate and look for ways to optimise your website to encourage more visitors to remain on the site past the homepage.
Measure how long users spend on a piece of content and whether they stick around afterwards too. This is an invaluable way to determine what topics resonate with your audience and spark conversations. You can use this data as inspiration for future content development too.
Monitor website conversions
Tracking the various conversion rates on your website are invaluable content marketing KPIs to monitor, as it shows you how well you’re optimising your website for your target audience. This could include sharing a piece of content, subscribing to your newsletter, or requesting more information. For instance, if you have an ecommerce funnel you can monitor how many customers click through to your pricing or product pages to make a purchase.
Soft conversions are a valuable content marketing KPI to track too and they’re just as important to the success of your content marketing strategy. Smaller actions like downloading a guide or signing up for your newsletter can give you valuable insights into customer intent and potentially generate additional revenue in the future.
Generate more leads
Measuring the success of your work in terms of leads is one of the key content marketing KPIs to track. This includes tracking how many leads are generated, how many are qualified, and whether they become paying customers—so it pays to have a quality CRM to track leads as they are passed to your sales team.
A key way to generate more leads is by creating valuable and unique content your target audience will appreciate. This can be accomplished in several ways, such as writing blog posts, creating downloadable resources, or hosting webinars.
Another effective lead-generating technique is creating case studies and other supporting content resources such as reports or white papers. These lengthy pieces of writing can be especially effective if they demonstrate how your product or service works in action.
Be consistent to to improve your content marketing KPIs
Content marketing is an excellent way to foster trust and establish yourself as an authority in your industry. By tailoring your content according to the needs and desires of your readers, you can raise brand awareness, position yourself as an expert within the space, and ultimately secure a larger market share and boost future sales.
Content can be an incredibly effective growth method for businesses. According to research by the CMI, successful marketers typically devote a substantial portion of their budget towards content production. Moreover, consistency is key to building credibility, trust, and reputation—and, of course, helps improve your content marketing KPIs.
Contact us today to learn more about tracking your content marketing KPIs and goals to learn how to connect with your audience and increase conversions.