How to Develop Content Marketing Metrics & KPIs

By Andy Beohar

No matter how large or small your marketing budget is, if you want to optimize marketing spend, it’s vital that you measure your content marketing performance. Measurement allows you to see what’s working and what isn’t, empowering you to make educated decisions about the future of your campaigns. Below, we’ll discuss how to develop content marketing metrics and key performance indicators, or KPIs, that help you adequately measure your content marketing campaign performance in order to adjust your tactics for improvement.

1. Start by identifying your content marketing goals.

Many marketers jump into measurement without a clear idea of what exactly they would like to accomplish with their content campaigns and assets. Ultimately, this can lead to using the wrong content marketing metrics, which can be a waste of both time and resources. To set your organization up for success, you’ll want to first identify what your content marketing goals are and then tie these specific goals to content KPIs and metrics.

Lead Generation

According to Content Marketing Institute, 85% of marketers says that lead generation is one of their most important business goals. If you want to measure how well your content is working to generate more leads, look to the following metrics:

  • Click-Through Rate: Click-through rates help you better understand how your content is generating and converting leads. Each blog post should include a clear call-to-action that leads readers to take a desired action. Whether the CTA asks readers to view another web page, download gated content, call the company, or some other desired action, looking at the click-through rates for these CTAs will allow you to determine how many leads each post is generating.

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  • Conversions: You can go beyond click-through rates to see how many of the leads become qualified and convert into paying customers. Looking at conversions allows you to see which pieces of content are not only generating the right types of leads but generating leads that are most likely to convert.

Brand Awareness

Brand awareness itself is not a KPI, but it is a goal that many brands hope to achieve with their content marketing. To measure how successfully your content is generating brand awareness, you might look at the following KPIs:

  • Article Views: Though it may be difficult to determine this metric for content that is not housed on your site, it’s quite easy to access analytics for owned media on your brand blog. Looking at the number of article views can help you better understand how many people are viewing your content.
  • Social Shares: Social shares is another KPI that you can use to determine your success in generating brand awareness. Measure how many shares each post receives to better understand which types of content are most successful at engaging your audience and creating awareness for your brand. The more content your audience shares, the more your online reach increases.

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Audience Engagement

Once you build brand awareness, you then have to engage the followers, leads, and fans that have started to take notice of your brand. Though Go to the full article.

Source:: Business 2 Community

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