Keep reading to learn about the top 15 key performance indicators (KPIs) to assess your content marketing efforts.
Here are the top 15 KPIs to Monitor Content Marketing Efforts
1. Page Views:
Often overlooked by many content marketers, this is an important content marketing KPI. Each time a page is reloaded or refreshed, it is considered a page view. More page views mean high audience engagement. This also indicates that your audience is coming back to your page regularly. As a fundamental KPI, page views help track the performance of specific content, especially landing pages.
2. Unique Visitors:
This is a standard KPI and tells how many unique visitors have viewed your content in a given period of time. Since cookies help determine this count, any repeat visit from the same browser is not included. This metric not only shows how capable your content is in attracting new visitors but allows you to determine your growth rate.
3. Average Time Spent on a Page:
This is the average time spent by your visitors on a particular page. If your content page showcases a 3000 word easy and the average time spent on that page is nearly 30 seconds, it means that your readers are not taking much interest in your content and they are simply flipping through the page. Conversely, if they are spending more time on your page, they are liking your content.
4. Bounce Rate:
It denotes the percentage of your visitors, who have come to your website, viewed a single page, and left. It indicates the number of visitors you have lost for your page and that your visitors haven’t found anything relevant on your content page. You can reduce the bounce rate by making necessary changes to the content on that page.
Google Analytics can give you page-specific geographical details, using which, you can optimize your content for the areas that are most important to your business.
Demographic features like age, gender, sex, common interests can be extracted from Google Analytics. It helps you target your niche market more effectively.
7. Social Shares:
A higher share count signifies that your visitors consider your content relevant, informative, and worth sharing. It lets you know what kind of content people like to share and on what platforms. Readers share content for various reasons like entertainment, beliefs, interests, causes, incentives, practical values, aesthetics, etc.
8. Social Comments:
Technology has changed how brands communicate now, and communication in today’s digital world is mostly two-way. In the case of both social media and websites, comments show how well your content resonates with your audience. If people chose to comment on your content, it means your content is engaging and they are willing to contribute.
For most brands, content marketing is a frequently used tactic for lead generation. Businesses generate leads through content downloads and forms fills. Keeping a tab on the number of leads generated through such a content piece can help you track the revenue generated from the leads you managed to close.
10. Conversion Rates:
Boosting conversion rates is one of many important goals of content marketing. Conversion rate suggests how well your content is capable of converting leads into buying customers. A low conversion rate denotes that you are successfully driving your readers to your content page, but unable to transform them into paying customers. You should work on improving the quality of your content to achieve a better conversion rate.
11. Followers and Subscribers
A great measure of brand awareness is the number of subscribers or followers you have. If improving band reach and awareness is one of the objectives of your content marketing, you should keep a constant eye on this important metric.
12. Cost Per Click
In all probability, as a businessman, you would want to look at some metrics that are associated with earning. That is to say, if you are promoting your content via paid social posts or pay-per-click ads, monitoring your cost per click (CPC) will let you know your ROI from such campaigns.
13. Cost Per Lead:
Just Like CPC, cost per lead is a great metric you can use to measure your content marketing ROI.
14. Annual Contact Value:
Just in case you are monitoring the number of leads generated from a content marketing campaign, you can additionally track the annual contract value (i.e., the monthly service cost x 12) of the deals that you have managed to close because of your content.
15. Inbound Links
If people are increasingly giving links to your website, it simply means your content is contributing to your website’s credibility. When other websites begin looking at you as an authority or expert, not only your traffic increases, but you achieve better rankings on search engine result pages (SERPs).
Monitoring or measuring your content marketing KPIs let you assess everything you do as a content marketer. Not only does it help you avert any potential risk of a marketing failure, but allows you to fix issues or make strategic changes in time.
Thanks to advances in technologies, today we have so many tools to do so and more. Remember that your content can impact your bottom line. So, it’s a good practice to keep a tab on these KPIs to assess business growth and improvement in ROI based on the published content.
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