Content Marketing KPIs – An Introduction
Content marketing KPIs assist the content marketer in defining the goals, how to achieve them, and the measure your success. You must track content marketing key performance indicators (KPIs) if you have an in-depth understanding of your customer’s buying process and are looking to improve or grow your customer base because these metrics are beneficial for content marketing strategy, measurement, and improvement.
Business owners acknowledge the significance of content marketing but are sometimes overestimated or misinterpreted. Any content marketing plan must include a content marketing strategy. It consists of numerous components, including marketing and sales materials and pre-sales information.
Content marketing develops relationships with new and existing consumers, raises brand awareness, and sells more products and services. However, content marketing without tracking will provide no results. You may be fantastic at what you do, but you’ll have no idea how well you’re doing without KPIs.
A KPI is any measurable statistic that assists you in determining whether you are on track to meet your goals. Like any other company strategy, a content marketing plan must have well-defined goals. However, without well-established content marketing KPIs, it is difficult to track those objectives.
Choosing appropriate content marketing KPIs to measure depends on your major goals and objectives. This article compiles a list of the top ten content marketing KPIs to monitor.
List of 10 Content Marketing KPIs to Track
Web traffic is an important form of content marketing. A website that gets more traffic than others is more likely to rank highly in search engines. Your website may bring in more traffic because it leverages your content as an ad. It’s best to start tracking and analyzing your website traffic to see how long it takes to convert website visitors into customers.
Google Analytics is one of the tools you can use to monitor website traffic. You must track website traffic to get an idea of how your content is reaching the audience and the engagement level it entails. If there is a significant increase in the traffic rate, then you must produce more relevant content to maintain consistency.
Keyword ranking decides your website’s ranking and position on Google SERPs. Usually, the keywords are search queries that users type in the search box and show the results in the top ten pages of a Google search. If you are creating content for a specific audience, you must do keyword research and list the ones that attract both the audience and the SEO.
It is a best practice to keep track of how your keywords are ranked and positioned on Google SERPS. Keywords ranking will help you understand how your website’s organic traffic and visibility are performing. Keyword density, volume, and placement are also important to get optimized results. A tool like Google Console or Ahrefs will help you determine the ranking of the keywords.
Social Media Engagement
Social media engagement is one of the crucial content marketing KPIs with many platforms to track. Each follow, like, share, and comment should be tracked as it shows the engagement level of your content. The engagement level indicates the possibility of your content getting reshared and retweeted.
Audiences tend to engage with your content when they find something relevant to ask or discuss. Social media platforms like Facebook, Instagram, or Twitter are the places where your content gets more engagement, so it’s best to have accounts for your business on each content marketing channel.
Page Views and Sharing
When it comes to content marketing KPIs, page views and sharing are critical KPIs, and statistics should be reviewed frequently by a content marketing professional. You should check your website traffic to see how many visits and hits your content gets. One of the most often measured KPIs in content marketing is page views. They may assist you in determining what your target audiences are interested in, how effectively your website pages are optimized for search engines, and what user behavior trends exist.
To maintain your content ranking higher, there should be a large rise in views and shares each time. Readers will share your material if they think it is useful or worthwhile, which boosts the number of views, impressions, and credibility for your material.
The number of visitors you can drive to your website are your potential customers. Visitors may view your website from multiple devices, which leads to a higher visiting rate. Did you know that a visitor may create an opinion about your website in less than a second? You can utilize that data to your benefit, whether they click around or contribute to your exit rate.
Based on these metrics, you may measure the effectiveness of your website and content strategy. Taking it a step further, who is visiting your website, and where are they coming from? What kind of device are they using? You may utilize all of this information to fine-tune or test your marketing plan and see how it contributes directly to lead generation and sales goals.
The conversion rate determines the potential of the content you present to the audience. If your content has a higher conversion rate, then it means what you offer to your potential audience is on the right track. It is an indicator that your website provides the right resources and generates leads. Be it a sales copy or call-to-action, the outcome of your content should increase your conversion rate as it goes through the content marketing funnel. To have clear metrics, it is better to categorize the visitors and list the conversion rate based on that list.
Click-through rates (CTR) are the indicator for evaluating the engagement level of your content. Be it an email campaign, ad banner, links, or media, the number of clicks it receives has a direct impact on its performance. You may use this value to determine how effective a certain ad is with your users and if they interact with it. You may also determine whether the placement is optimal and the design is appropriate.
On the other side, a low CTR indicates that the ad is operating poorly and that your users do not feel addressed by it. As a result, your CTR is one of the most important content marketing KPIs to consider when optimizing your ad placement and an important metric to track.
Number of Subscribers/Followers
This is one of the critical content marketing KPIs to track as it determines the overall value of your brand. Each social media platform has a separate way to track the number of followers and subscribers. For example, a YouTube channel notifies you via email every time you get a new subscriber or follower.
Similarly, create content on Instagram as it has a dashboard of data that shows a complete track of people who follow and unfollow your account. This is important because it provides you with information about your audience, interested people, potential customers, and businesses. If you are an individual business owner or influencer, then these followers and subscribers will add value to the influence you are creating through your brand.
Building backlinks to your website is one strategy for increasing visits and ranking. Contrary to popular belief, backlinks have not lost their potency and remain a solid sign of a site’s quality. Links from trustworthy and authoritative websites will increase your site’s ranking.
However, while looking for ways to improve traffic through backlinks, there are a few things to bear in mind, such as poor link-building, bad links, and indexing. Improper backlinks may be fatal for your business, so it is a major reason to monitor backlinks and keep track of new ones.
When visitors take action on your website’s content, this is content engagement. Pageviews, comments, bounce rate, conversion rate, and other indicators may all show that someone is interacting with your material. By measuring content engagement, you may discover what sort of content your site visitors love reading and whether or not it is a success.
Engaged time measures active reader interactions, what resonates with readers and what draws them further into a website. It also establishes a clearer route to content optimization over time.
What are some essential content marketing KPIs?
Some of the essential content marketing KPIs to track are
– Average session duration.
– Click-through rates.
– Social media engagement.
– Organic traffic.
How do you track content marketing metrics?
One of the content marketing metrics you can track is SEO. You can improve your backlinks and authority using tools like Ahrefs and Moz. You can measure page authority, which determines how well your page ranks, and domain authority to show your site’s relevance to a subject.
What are KPIs for social media?
Social media KPIs track if a business’s social media marketing strategy is effective. The number of comments, the number of shares, and your brand mentions are a few of the metrics to track.
How is content’s performance measured?
A content’s performance is measured concerning the organic traffic it brings and the average time a user stays on the page.
How do you set a content marketing goal?
Content marketing goals must resonate with your business goals. It must consider your audience, who are important stakeholders in your business, and the revenue your content marketing strategy would generate.
The above ten content marketing KPIs are what you should look out for. All these metrics are important and indicate one’s success with their content. You should strive for as many as possible and analyze them regularly to gauge your success by tracking actionable metrics such as website traffic, conversions, or shares to increase the success rate of your content.
You may have begun a content marketing strategy but are now worried that you don’t know what to do next. The first thing to do is to strike a balance and publish regularly. Your readers should have regular access to your content. How much time should you spend publishing content and how much time can you save by outsourcing the job? While this varies with every industry, it’s also why you must split up your content marketing KPIs and see for yourself what fits your business best.
You may read our blogs to understand more about content marketing strategies for your business’s growth.