Content marketing KPIs or Key Performance Indicators are the metrics used to track whether a content marketing strategy is cultivating the goals. While content marketing itself is easy, measuring its effectiveness leaves marketers confused. Collection of metrics but knowing how much impact those metrics have on your business is another.
Number of content metrics are available but not many will paint a realistic picture for you. With businesses spending quite an amount on producing and distributing content, it should be worth the money. These metrics are used to understand if the expected results are yielded or not.
Key Metrics to Measure performance are –
Web Traffic –
Traffic on your webpage is a primary requirement to gain more potential customers. It helps in generating leads, benefits brand reputation and gives you an opportunity to form customer relations. Google analytics is useful to gain insights about the number of unique customer visits you get on your page. No matter how good the content is, if it’s not helpful in generating revenue, you need to change your strategy.
Other than Google Analytics, you can also invest in a good tool to get an in-depth understanding.
Time on page –
Knowing how much time your potential customers are spending on your page is very important. You have the right topics, but your potential customers only spend a few minutes on the page. Now, that is a big indicator that somewhere something is not working.
Pages per session –
Average pages a visitor visits per session. It again is a representation of whether your content is engaging or not. If a potential customer visits many pages in one visit, then your content is engaging and time worthy. If not, then the opposite is true.
Bounce rate –
It is the percentage of visitors that leave your page in only a few seconds after landing on it. Many reasons are there for a high bounce rate, including web page speed, navigation issue and relevancy of content.
Click through rate –
To track actual website clicks you can use the “Search analytics” feature in Google Search Console. Appealing meta titles and descriptions are helpful in catching a searcher’s attention. If you’re paying for PPC marketing campaigns, click-through rate (CTR) is one of the most important factors Google considers when determining a quality score.
Backlinks are the links that use your website for citations, these are bolsters to your content authority. Strong backlinks are so important to have a good SEO and successful marketing campaigns. Lookup what type of websites are linking to you.
Comments or Post Engagement rate indicates that your content is able to spark a conversation. You can also use the real comments to create your future content and remove the ones that are spam.
Content marketing KPIs will be beneficial for you to set more specific goals to deliver better results. It will form better effective content marketing strategies.
Google tools can easily assist you to track your KPIs including conversions, audience growth and business identity. Discover what works best for you, and use it to your advantage.
We have another article A Practitioner’s Guide To Content Marketing that will help you gain more useful insights for planning Social Media of your business.