7 KPIs for Content Marketing
Content marketing is not objective; it's governed by opinion and influenced by personal tastes.
However, when you utilize objective data and focus on Key Performance Indicators (KPIs), it is possible to determine which content is beneficial to your company – and which isn't.
Selecting the best KPIs will help you determine how your marketing efforts are effective and where you require improvements. To get the most value out of your information, link KPIs directly to your goals for content marketing throughout all phases of your marketing funnel.
KPIs of content marketing for increasing brand awareness
Building brand awareness helps you reach new customers and can help viewers understand and feel connected to your company. Here are three KPIs you can monitor and tools to know the impact your content has on this exposure:
Traffic on websites
A visit to your website is usually the first step in the journey of potential customers through your funnel for marketing.
As a KPI, website traffic – the number and percentage of page views or visitors to your site – helps determine the channels, according to source, generate the highest awareness, and ultimately provide the most return on investment.
Suppose you're aiming to attract prospective customers or seeking to encourage regular visits.
In that case, you can divide your site's traffic into new, unique, or returning visitors to gain an idea of the level of traffic you're monitoring. To accomplish this, you’ll need an analytics platform that easily shows this information.
Social visibility is essential for companies as it ensures the value you offer to your customers is easily available and recognized.
Social media is a highly competitive area, however, 94% of marketers make use of social media for the distribution of content. Understanding which social media channels your audience is most interested in will allow you to maximize your marketing efforts for content.
Inbound or backlinks are hyperlinks from an external site to a different website. Think of them as votes for your website's content.
A higher number of backlinks for your site result in better accessibility to your users, as Google favours sites with an increased number of backlinks. However, 66.31% of websites do not have a backlink and are thus missing out on the opportunity to gain organic traffic.
Key performance indicators for content marketing to help improve engagement
Once you've got readers to visit your website, you want to keep them on your site.
This means you must engage your viewers with valuable content and create a trust that goes beyond the initial desire. You can use some of the KPIs below to determine how effective your content is in creating this type of engagement:
Content analytic content platforms show you how long users actively engage with your content. They are a reliable indicator of how well your marketing strategy is connecting with your target audience.
Engaged time also indicates how you can improve your content. For example, if you notice that readers are spending less time with the longer pieces, you might want to create shorter pieces.
Examining your most successful sections will reveal which subjects are the most popular with your readers, and can provide ideas for the creation of similar content.
For instance, if the ‘tutorials’ section on your blog is performing well in terms of engagement, creating more tutorials will increase engagement even further.
The average online article lasts for approximately three days, while evergreen content attracts attention interest well beyond.
By creating evergreen content, you're creating a continuous flow of visitors and engagement.
The evergreen nature of the content can act as a present that will keep on giving. Make sure that you're in constant contact with your customers to maximize the impact.
Content KPIs for marketing to convert
When you've been able to effectively draw attention to your brand name and create relationships with your intended group, you'll be able to monitor how your content encourages potential customers to take beneficial action at the bottom of the funnel.
To determine the bottom-of-the-funnel effect that your website's content has, it is essential to have insight into how it influences calls to action (CTAs), such as scheduling demonstrations, filling in contact forms, or downloading a particular document.
The tracking of the number of conversions you receive is an important element in the calculation of the ROI of your content marketing.
Looking to boost engagement with a refined content marketing strategy? Look no further than EWM. Contact us today to discuss your unique needs.