Your Guide to Setting Up Content Marketing KPIs In 2022

Content marketing KPIs outline part of your business's scalability and marketing aspect. Here's how to do em' right in one go.

Are you struggling to track and measure the performance of your content marketing campaigns? You’re not the only one. Many marketing departments face the same issue. After all, tracking and analyzing content marketing KPIs can be tricky.

Content marketing strategy is important for any business that wishes to butt heads with other businesses. It is a low-cost, highly engaging form of marketing that is focused on attracting more leads and has the highest conversion rates.

Also, it gives a positive and trustworthy vibe to the business engaging in it so customers are sure to come pouring in. Skilled states that over 85% of all marketers worldwide use content marketing to generate more sales.

However, like any strategy, there is a lot of planning, executing involved and before that, there is measuring and adjusting to being done. This is where you need to collect and analyze data by setting up content marketing KPIs.

What are those, you ask?

Well, we have prepared this whole guide to answer any and all questions you may have regarding the subject.

What are Content Marketing KPIs?

Content marketing Key Performance Indicators (KPIs) are basically the measurable form of data that is analyzed over a set period using a fixed methodology. This gives the company a sense of progress and helps them grow accordingly.
If it’s positive, then they know what to do to replicate it and continue on that path of growth. If it’s negative, then they know what not to do to lose customers and get fewer and fewer leads. You can then adjust your tactics to improve ROI on a certain campaign.

Why is it important to determine KPIs before getting started on a content marketing campaign?

Content marketing KPIs provide you something to measure yourself against. You can actually see whether you’re making progress over time. You can clearly identify what’s working well and what needs improvement.

Just collecting information and statistics isn’t the goal – the point is to actually act on the information to act and improve results.

It makes much more sense to determine the content marketing KPIs before you a content marketing campaign. If you don’t use your analytics to determine whether you’ve been successful, than you won’t really understand where you started, what happened, and how the end point actually differed from the beginning.

You may be able to dot the report with content marketing statistics, but the thing is you don’t want to update on the “what” part but also understand the “how” and make necessary changes during the course of your content marketing campaign.

So for a successful campaign you need to structure it roughly in the following manner:

  • Set your content marketing objectives: What do you want to achieve from your campaign?
  • Determine your content marketing KPIs: Which campaigns will identify whether the campaign has been a success or not
  • Establish which content marketing statistics to collect: What data matters and why?
  • Create your content marketing strategy & campaign: What content strategy and tactics are needed to meet your marketing objectives?
  • Measure and Refine: Use your KPIs to measure progress and performance and use the data to improve the campaign going forward.

What’s the importance of tracking KPIs?

Tracking content marketing KPIs comes with many benefits.

Firstly, the biggest that we have already mentioned before, is that it gives you an idea of whether your campaign goals are being achieved and the desired results being generated.

Secondly, it also lets you know whether your target audience sees, engages, and resonates with the content you’re putting.

Thirdly, tracking content marketing KPIs help you understand if you’re using the right channels.

Content Marketing KPIs Vs Your Campaign Goals

To set KPIs, you need to start by creating a method. Now, this is going to be a hard one. You’re not the only one who will find it tricky to navigate.

While content is a driver of growth for your business, content marketing KPIs aren’t exactly linked to revenue and more importantly, they are subject to vary depending on the campaign goals.

In this article, we are going to discuss four main different content marketing goals, including:

1. Increase Brand Awareness

Have you made an impression on your audience yet?

Sure, they know your logo and tagline but do they know what the brand represents and what services/products you offer?

If the answer is yes, then congratulations! You’ve achieved the best of brand awareness.

The more people know you, the more they will be able to trust and buy from you.

If the answer is no, too bad but there’s nothing to worry about. You can change that by writing engaging content that informs your audience of your brand. Make sure this content is made keeping in mind the needs of your audience and is of value to them.

For this campaign to increase brand awareness, the KPIs to track include article views, shares and engagement, inbound links, and follower and/or subscriber growth.

2. Increase Conversions

To be able to generate leads through your content, you have to offer your audience something valuable in exchange for the information you’re asking of them. It could be anything of the below – it can be all of them as well!:

  • Webinar
  • Infographics
  • E-Book(s)
  • Worksheet
  • Template

For this goal, you need to track the click-through rate, cost per lead, number of downloads, number of subscribers, and form responses.

3. Generate More Leads

Let’s talk about conversion rates.

To boost your conversion rates, you need to be mindful of the buyer’s journey while creating any form of content.

Put yourself in their shoes and imagine how they got to know about the brand or the products and what made them buy from the brand. Think of their problems and try to provide them with solutions through your products and content.

To increase your lead conversions, you should track the percentage of conversions happening, the length of the sales cycle, the number of leads generated, and the total revenue generated.

4. Boost Engagement

Lastly, we have marketing campaigns with the goal of increasing engagement on their channels.

The way to go about it is by being interesting enough to grab people’s attention and encourage them to engage in your content. Increasing engagement will also increase social media interest, brand visibility, SEO ranking, brand recognition, brand authority, and leads and sales of the business.

This can be monitored by the number of likes, shares, and comments you are getting but there are some other KPIs that will help you track your performance better, including average session duration, referral traffic, follower growth, content click-through rates, and average time on site

10 Main Content Marketing KPIs To Track

Below are the main content marketing KPIs business uses to track their goals performance.

1. Unique Visits

This is the most expected KPI on the list.

It is also the most simple and direct and used as a base to gather insights on a business’s online presence.

They are the real numbers of visitors and can be easily measured by trackers like Google Analytics. Usually, in the context of content marketing, these unique visits are those on the company’s blog and lead generation content such as eBooks, webinars and videos.

2. Page Views

This KPI helps to gauge the engagement level your business has.

The more engaging the content will be, the more motivation the user coming to your page or website will have to click on any internal links and further explore your brand.

If marketing goals with content are about sticking in people’s minds with educative, reliable information, then an improving page view count will show you are on the right path.

3. Time Spent on Page

This again will help you gauge the engagement level on your website, especially your blog.

When you put the numbers together of the number of visitors and the time spent while doing that, you have the total engagement rate – including visibility. Tools like Google Analytics are useful for this.

4. Bounce Rate

Unlike all the above KPIs, this one needs to be suppressed. It represents the percentage of visitors that leave a page without taking the desired action immediately after landing on it. When this rate is high, there are two theories to be considered:

  • Either your blog is unorganized and doesn’t showcase structured visual information
  • Or the content doesn’t meet the audience’s expectations

Either way, you are not meeting the expectations that you have set in the minds of your audience and that can affect the way they view your business. It might start to seem very deceitful and distrustful to them which can be very damaging for your brand image.

5. Live Heat Map

There are tools which help you monitor the mouse movement and clicks on links from each user paying your website a visit.

This will help you to create a visual heat map that will be a lot easier to comprehend and will also tell you which pages of your website are the most appealing.

You know what to do with that information, right?

You use it to work on the bad areas and replicate aspects of the good areas.

6. Traffic Sources!

Now, let’s shift the focus a bit to the content performance on the internet in general. The source of traffic can be categorized into different paths:

  • Paid ads
  • Organic SEO
  • Social Media
  • Newsletters
  • Email
  • Direct Links
  • Websites and Blogs

You can take a look at all the above and determine for yourself which one of them is the biggest source of traffic.

7. Lead Generation/Content Downloads

This KPI is usually the favorite of all businesses because this is what lets them track the number of leads they are getting. Also, this lets them gather data on their audience and prospective audience.

Moreover, if they are downloading things from your website, like brochures, eBooks, etc., then that also means all the more data for you. What it also means is that people are interested and engaged in your brand.

As an easy KPI to track, you are required to use a marketing automation tool that will provide you with some real-time numbers.

8. Social Media Numbers

Tracking visits and page views is hard but also very crucial to know because they are indicators of your campaigns’ success.

Each interaction on your social media represents something – your brand’s online presence. This includes followers, shares, likes, comments – everything!

9. Newsletters Indicators

Another great way to do content marketing is through newsletters because it is a controlled and straight-forward way of getting information about your brand across to the prospective clients.

It is also a great KPI for engagement ss through automated email solutions you can find out how many emails have been sent, read, and reacted to.

10. Lead Generation Rate

The number of leads generated and converted show the success of a content marketing campaign.

Measuring it is quite simple. All you have to do is monitor the number of unique interactions on your website and divide it by the number of new leads in the same period.

This indicator can help in creating an immediate impact because you can test new ways and alter your tactics according to the results you receive.

KPIs can translate into tangible business results

As a business you don’t want to be investing in a content marketing campaign that is not bringing in results. By putting the content marketing KPIs in perspective you can always decide which is the point in the timeline where you either recalibrate and improve or invest in some other strategy to grow your business. Without content marketing KPIs you are operating in the dark. Ultimately, the data points you get from KPIs will help you progress and grow as a business.

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