Efficient and concrete marketing is the need of every brand. Be it small brands or big enterprises, every company needs a properly planned marketing strategy to voice its brand to the right audience.
In this digital age, every brand has its online presence. Without a good marketing strategy, your brand will get lost in the crowd. Until and unless you market your services and products, the people will even know that you exist.
A good marketing plan focuses on conveying the brand vision to its target audience and building trust in them. It will effectively promote your brand which will, in turn, convert leads.
Several brands today entirely depend on their online marketing for growth. However not every brand has a good marketing strategy. Some fail miserably while some master it to their benefit.
To formulate a goal-driven marketing strategy, data analysis and study are very crucial. It is very important that you study the data and indicators to see where you are lacking. One such indicator in marketing is KPIs.
KPIs show if you are really getting any outcome or not. It indicates the true growth of the brand. A good KPI gives you the real progress of your content marketing progress.
Let us now dive deeper into the concept of KPIs.
What Are KPIs?
A Key Performance Indicator, or KPI, is a measurable figure that is assessed over a predetermined time using a predetermined technique.
As a result, continuous measurement provides the organization with a sense of progress, whether positive or bad.
Let us take an example to understand it.
Consider a store that has opted to keep track of how many people come in. The first thing they must do is count everyone who enters through the door. That is the figure.
After that, you’ll need to develop a methodology. The store decides to count visitors daily, but they want a weekly total.
They know which weeks are busier and which periods have slower traffic at the end of the year. They tie the data to seasonal holidays, significant dates, and other factors.
Then you’ve got a full map. When demand is high, the store can plan to earn more, and when demand is low, it can run promotions and deals to boost sales.
To summarize, a KPI is a number combined with context. Whoever knows how to do it has a better chance of interpreting and making decisions based on accurate data.
It’s the kind of efficiency that future businesses will need to be competitive. Not only in terms of sales and operations, but also in terms of marketing.
Why Do We Need To Track KPIs?
One of the biggest benefits of tracking KPIs in content marketing is that it gives you an idea of where your strategy is going. With the help of KPIs, you can analyze whether your content marketing is going in the right direction or not.
Only generating and sharing quality content is not enough. You have to market it correctly on the right channels to make it a success. Most importantly, you need to track the performance of your content marketing strategies.
Only when you track the performance through real-time data, you will know where you are doing right and where you are lacking. The KPIs will tell you if your content is reaching your audience or not.
Moreover, it also indicates if the content is attracting good engagement, leads, and resonating with the audience or not. It will also analyze whether you are using the content distribution channel correctly or not.
Email engagement, website traffic, and website engagement are the top tracked indicators for content performance, according to a 2020 Content Marketing Institute B2B research. While all of these indicators are crucial to monitor, they may not be related to your campaign’s objectives.
So, how do you go about identifying the best indicators for your campaigns? You must know exactly what you want to accomplish with your campaign. Once you’ve established precise content marketing objectives, you can link them to the appropriate measurements and KPIs.
Outline your objectives and link them to the KPIs that are relevant to them. We’ll go over the KPIs for the four common campaign goals described above to give you a better idea:
· Increase brand awareness
· Generate more leads
· Increase conversions
· Boost engagement
Let us now have a look at the 7 major content marketing KPIs worth tracking for your marketing strategy.
Best 7 Content Marketing Strategy To Track
An excellent KPI shows you how far your content marketing efforts have progressed directly and measurably.
However, deciding which ones to track is generally determined by your primary aims and objectives. Here are seven crucial performance metrics to keep an eye on:
1. Organic Traffic
While organic traffic may appear to be a broad KPI, digging deeper into your traffic metrics can reveal a lot about the performance of your content marketing and analysis.
For example, you can examine detailed traffic data such as:
Which channels or sources of traffic are bringing the most visitors to your site?
What types of material are generating the greatest interest?
Which channels have changing traffic sources?
Are there any major traffic sources that our content analysis has missed?
The more you narrow down your organic traffic data, the more you’ll learn about how potential buyers interact with your content.
All aspects of a business, from public relations to sales, should be aware of and understand how your website drives visitors.
2. Business Intelligence
Some KPIs are qualitative, while others are quantitative. Content KPIs can also be used to gather information on a specific area of a company, such as competition, media coverage, and customer sentiment.
Companies can use content finding and filtering tools like Vestorly to:
Find out what kind of material the competitors are producing.
Keep an eye out for brand mentions in the press and on industry websites.
Learn how their product/service/brand is being discussed by influencers and important internet sites.
Check out what people have to say about the product/service/brand on the internet.
Look to your qualitative content KPIs for answers when you want to discover more about your competitors, customers, or even the general view of your brand.
3. Internal Link Activity
We get so caught up in how we bring visitors to our content as marketers that we often overlook our website’s internal success. Consider making internal link activity a content marketing KPI with this in mind.
For example, you might discover that a product page link drives a big part of an article’s traffic. Examine what makes it perform better than other links on your site, and use that information to inform future content opportunities.
NinjaOutreach was able to improve its organic traffic by 40% by using this strategy.
4. Content Compliance
You may need to follow unique compliance laws depending on your brand’s vertical. This also applies to the content your company publishes on the internet.
For businesses in the financial, legal, or medical sectors, content-related KPIs might additionally reflect how compliant a piece of content is with the company’s constraints.
Content management systems like Vestorly’s Intelligent Content Management Engine can help you filter out content that doesn’t follow the rules and avoid a public relations nightmare.
5. Scroll Depth Percentage
Did you know that you can track how far a person scrolls through your content using Google Analytics?
Set up the scroll depth trigger to see how far readers scroll before leaving the page. Then, using this data, figure out how to keep users engaged with your content and on your site for longer!
This KPI is suitable for businesses that use content to educate clients, partners, and potential new customers. You can see if readers are scrolling through all of the material by looking at the scroll depth %. If not, what’s keeping them from doing so?
6. Customer Retention
The majority of the material is created and distributed to attract new clients. Likely, a significant portion of your website’s content is also focused on that purpose.
But what about your current customers? How are you utilizing content relevancy to keep them engaged with your business and returning for more?
Determine how many people become customers as a result of your content and how many have remained loyal clients using your content marketing software. Then dedicate a portion of your content strategy to keeping those customers.
Content marketing is an excellent approach to getting rapid wins, such as leads. However, if a company is to thrive, it must prioritize content and customer retention.
7. Return on Investment
Everything from merchandise to billboard commercials is tracked by brands. However, they never seem to remember to track the results of their blog articles, social media content, email newsletters, videos, and other efforts.
According to a Gartner report, content marketing accounts for 26% of marketing spend on average.
Subtract the overall cost of content marketing from the revenue growth to get the ROI on your content (within a specific period.) Then double the result by the overall cost of content marketing.
Content marketing KPIs to use for increasing brand awareness
Is your target audience aware of your existence?
We’re not just talking about the logo or tagline here. Do they understand what your brand stands for and the items or services you provide? That is the essence of brand awareness. People are more likely to purchase your products if they recognize and trust your brand.
So, how do you use content marketing to raise awareness? Write interesting content that explains what your brand is all about and what you stand for to your target audience. Make sure the content you publish is relevant to their needs and assists them in resolving issues.
The KPIs to track for this objective are:
Article views: You can easily verify the number of views your article receives using programs like Google Analytics. You can also learn about each article’s traffic sources, average session time, and bounce rate.
Social shares and engagement: To see how well your content is performing, you should track and measure social shares and engagement. Your audience will grow as more people share your content on social media. BuzzSumo and other similar tools rate the best-performing content on any topic based on social shares and interaction.
Audience engagement: Genuine audience involvement, such as comments and conversations on your content, can assist you to understand how your target audience feels about your business. Audience engagement tracking can assist you in determining which types of material your target audience responds to the most.
Inbound links: Is your material well-liked? Is your content being referenced on other sites? If this is the case, your material is making an impact. More brand mentions and connections indicate that you are viewed as a reputable and authoritative source by the industry.
Growth in followers or subscribers: Another essential KPI to track brand awareness is the number of followers and subscribers you have. The nice part is that these figures are simple to calculate.
Content marketing KPIs to use for generating more leads
You must provide valuable material to your audience in exchange for their information for your content marketing plan to assist you to create leads.
It may be insider information, a webinar, an e-book, a worksheet, template, checklist, or anything else of value. Identify common pain locations and offer a remedy using the same technique as before.
Create engaging landing pages with excellent gated content once you’ve grasped this. The following KPIs should be monitored to achieve this goal:
· Click-through rate: At the end of each post, provide a clear call to action (CTA) to encourage people to click through to your content. A clear and appealing CTA may help you drive leads, whether you want the reader to visit a certain web page, contact you, download your gated content, or do any other action.
· Cost per lead: divide the cost of your campaign by the total number of leads it helped you produce to get the cost per lead. Keeping track of your cost per lead across numerous types of content and platforms will help you figure out what works best.
Content marketing KPIs for increasing conversions
Do you want to increase your conversion rate?
Understand your buyer’s path before developing any type of content. Consider how they learned about your brand and items, as well as what motivates them to buy.
Also, have a look at the troubles they may be having. Make it a point to include solutions to these problems in your article.
It’s also a good idea to highlight your unique selling proposition. You may make product demos, tutorials, case studies, and client testimonials, among other things.
The following KPIs should be monitored to achieve this goal:
· Conversion rate: Tracking conversion rates can help you figure out which content pieces result in the most conversions and purchases. For each piece of content you write and post, you may track conversions using custom UTM URLs.
· Duration of the sales cycle: Determine how long it takes you to convert leads by measuring the length of your sales cycle. This will assist you in identifying outlets that will assist you in generating leads that close quickly and have a shorter sales cycle.
· Number of new leads generated
· Revenue generated
Content marketing KPIs for boosting engagement
Is your material engaging enough to encourage audience participation?
The level of audience engagement indicates how much your audience appreciates reading the information you create. It demonstrates that you provide good material that they love commenting on or sharing with their peers.
A high level of engagement with your material has several advantages, including:
· Increased social media interest
· Increased brand visibility
· Improved SEO ranking
· Improved brand recognition
· Enhanced brand authority
· Increased leads and sales
The following are some of the content marketing KPIs to keep an eye on to increase engagement:
· Average session duration
· Referral traffic
· Likes, comments, and shares on social media
· Follower growth on social media over time
· Content click-through rates
· Average time on site
As you can see, gauging the success of your content marketing effort necessitates a clear understanding of your objectives. It also entails getting to know your target audience, their pain areas, and how you can help them address their problems.
So, whether you’re writing blog posts, creating a demo, or writing a product guide, make sure to provide value so that your content marketing efforts motivate people to take action. You can take the help of a content writing company in Delhi for generating quality content and have an edge over your competitors.
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