You must track key performance indicators (KPIs) if you want to know whether your content marketing strategy is working.
Content marketing KPIs can help you gauge the performance of your content, understand your target audience, optimise existing content and learn how to steer future content marketing campaigns.
As a content marketer, your focus should not only be on researching, creating and publishing content. You also need to track the performance of every piece of content you put out there – by first defining your content marketing goals, then tying them to essential KPIs.
But what KPIs should you measure?
This post looks at 9 essential content marketing KPIs you simply must start monitoring if you want to optimise your content marketing strategy.
A tool like Google Analytics can help you check the number of views each of your articles gets. It can also help you understand your average session per duration, traffic sources and bounce rates.
To track guest posts, check out the view counts on the blog post. You can also use UTM links to see how many views your content gets from social shares or other promotional activities.
Social Shares and Engagement
A huge number of shares indicates that your audience likes your content and enjoys sharing it with their friends and colleagues.
Such social proof is a good way to broaden your reach and improve your online presence.
Number of Followers and Subscribers
This KPI helps you track your follower and subscriber growth.
How many have you gained in a specific period?
So how do you keep track of growth?
Set benchmarks, then measure performance within the given period.
You may want to achieve a 5% increase in Twitter followers in one month. Compute this number by the end of the month to see whether you’ve achieved objectives. Then check what content types accelerate follower growth and platforms with fast growth trajectories.
Does your audience interact with your content?
It’s important to create content that your audience finds valuable, engaging and relevant.
They should enjoy reading and sharing it too. A high number of likes, shares, comments, etc., indicates that your audience finds value in your content and likes to interact with it.
If you have low engagement, then you need to change how you write your content. Re-examine your target audience, the kind of content they like and what platforms they frequent.
But how can you effectively produce high-quality content all the time?
Leverage content creation resources that can help you write researched and interesting content. With them, you can find fresh content ideas, create exceptional visuals, increase readability and improve your writing.
Is your content popular? Are people quoting your work on other websites? If so this means your content is making an impact. Getting more backlinks and brand mentions means your peers and customers see your company as authoritative and trustworthy.
You can track the number and quality of your backlinks using tools such as ahrefs, SEM Rush and Ubersuggest. The best ones are from relevant, authoritative websites in your industry sector that have a high domain rating – which shows that they are a trusted website too.
Do your viewers take action as directed by the calls-to-action?
Click-through rates can help you understand how effectively your content helps you generate leads.
So, how do you achieve a good click-through rate?
Include clear and compelling calls-to-action at the end of your posts. You should also have interesting and valuable content that encourages your audience to click on the call-to-action.
Cost Per Lead
You can work out your cost per lead by dividing the overall cost of your marketing campaign by the total number of leads it generated for you.
If you track your cost per lead for different types of content across multiple channels, you can see what content performs best and what you should create more of (and where to put it).
If you track conversion rates for each piece of content, you’ll be able to see what drives the most conversions and sales.
You can use custom UTM links for each article, blog post, video or social media post you publish – and you’ll quickly see what works and what doesn’t.
Length of Sales Cycle
Measuring the length of your sales cycle is essential if you want to know how long it takes to convert your website visitors into leads and sales.
Tracking this KPI will help you see which channels and content formats are the most effective at closing leads quickly – and comparatively cheaply.
In Conclusion: Content Marketing KPIs
These 9 content marketing KPIs are by no means all the indicators you can track, and you can certainly consider other success metrics that are relevant to your individual business.
Bear in mind that the process of tracking content marketing KPIs is an ongoing organic one, that can change based on your specific business goals.
Check out this infographic for an overview of the essential indicators you should be keeping an eye on…