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
- 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.