In a previous publish, we discussed the importance of creating a content online marketing strategy before embarking on a content program.
That’ s because a content strategy encompasses the explanations why you want to start a content marketing program. An obvious strategy covers who you’ re trying to reach, what you need them to do, and how this serves your brand goals.
Any marketing expert will tell you that a content system is a long-term play, and may even not yield immediate outcomes. And while it’ s crucial to be patient, you must also periodically inspect results to see whether your strategy is on the right track.
The metrics that are important enough to be tracked and reported on weekly and monthly are usually your content marketing key overall performance indicators (KPIs). Anything you track but don’ t report on frequently is simply a metric.
The most important thing to remember is that your articles marketing KPIs must fit your strategy, too. Therefore if your organization’ s targets are to create more visibility for the brand, focusing on product sales attributed to content marketing might not be your highest priority KPI, unlike other teams which are laser-focused on that goal.
In this post, we’ ll take a deeper dive into articles KPIs suitable at different stages from the buyer journey including brand name awareness, audience development, free lead generation, and sales.
Content Marketing KPIs for Brand Awareness
Funnel Stage: Top of Funnel
Goals: Reach new target audience members & prospective customers
Brand awareness KPIs are usually focused on expanding the achieve of your brand to its target audience — so that a lot more people get to know it, believe in it, and ultimately work with it.
Brand awareness campaigns is not going to result in revenue immediately, yet they’ re instrumental for making the marketplace know you can be found. The more your brand stands out in channels where your own audience consumes content, the easier it is for them to recognize a person when they’ re in the purchase cycle.
Additionally , brand recognition metrics tend to be the easiest metrics to track, so there are multiple potential content marketing KPIs that will tell you whether you’ re succeeding in expanding brand awareness.
An overall increase in visitors your content marketing assets, measured by page views, will be the simplest metric for how many people are seeing your content. It’ s easy to segment simply by channel to see where these visitors are coming from, and it’ s easy to paint a picture of overall development across all content marketing efforts.
Nevertheless , page views can also be seen as a vanity metric of types since they don’ t inform you whether the correct kind of audience lands on your site. For instance , if you’ re doing content marketing for an audience of eCommerce marketers, then ideally you would like to reach those who work in eCommerce. But if your articles is too broad and pulling in non-eCommerce professionals as well, that’ s still counted as being a page view even if they’ re not the audience you need to be reaching.
Nonetheless, an increase in page views shows that the presence of your brand is growing plus it’ s reaching more people. That’ s an important content marketing KPI for many content marketing programs.
💬 Articles shares & social media engagement
Another way of checking whether your content is certainly reaching more people, and resonating with prospects as if they start to share your articles organically. Not all content advertising programs drive high interpersonal engagement, but if you see customers organically sharing your content, that’ s a strong signal that will what you’ re submitting is reaching the right individuals.
This also extends to engagement with the content you’ re sharing directly on your personal social channels. If you’ re growing the rate from which your audience clicks discussed links, comments, and re-shares, that’ s also a solid signal when tracked with time.
Organic engagement is a telling sign that the content is having the desired effect: it’ s sparking discussions, educating prospects, and providing value to your audience.
🔗 PR brings up and inbound links
Well-researched and authoritative content is cited by various other websites and publications, if you see an increase in organic links and mentions, that’ h another sign you’ lso are hitting the mark with your articles strategy.
Meant for teams trying to aggressively construct their authority and organic traffic, this can sometimes become the #1 top of channel KPI for a content program.
Even intended for teams not actively performing outreach and PR for his or her content, this is an important metric to track. If your content is not really attracting these types of links naturally, it leaves the market available to competitors who *are* building links actively to outrank your brand for those topics.
Content Marketing and advertising KPIs for Engagement
Funnel Stage: Middle associated with Funnel
Targets: Audience Advancement & Consideration
Your articles has successfully managed to achieve more people, but are they willing to enter a extensive relationship? If your content isn’ t good enough to keep individuals coming back for more, it’ s probably not leaving a great brand impression in the first place.
Here are a few KPIs that demonstrate this:
️ ✉ ️ E-zine Signups
In the event that someone’ s handing over their email address to subscribe for your newsletter, that’ s a sign that they’ ve started to trust your brand. They want to keep in touch and hear everything you have to say. Email is also an efficient sales channel, so if you’ re witnessing healthy growth in your subscriber list, that’ s a sure shot sign that your content program is working.
These will typically become tracked in Google Analytics via Goal Conversion when consumer fills out an email form or gets redirected to a " Thank You" page.
🤓 Returning Website visitors
Tracking brand new organic visitors is great for brand name building and awareness strategies, but what percentage associated with visitors are actively time for your site to consume more content material or learn more about what you’ re selling?
If your content is convincing folks to move down the channel, then you should witness a greater percentage of returning website visitors. Ideally, you’ ll find these visitors checking out lower-funnel pages critical in exploring a sales decision, for example your pricing page, “ About Us” page, interpersonal proof, case studies, and so forth
To track the particular percentage of returning vs new visitors, navigate to Google Analytics > Audience > Habits > New vs Coming back . Here you’ lso are able to add more filter systems such as time ranges and demographic data.
Other approaches include monitoring multi-touch attribution against Search engines Analytics Goals for form submissions and visits to certain Content Groups. For instance , “ we noticed 1300 people this 30 days who visited a key buy page after landing on the blog post . ”
Content Marketing KPIs for Lead Generation & Sales
Channel Stage: Base of Funnel
Goals: Increase quality and volume of network marketing leads and sales
Content material plays a critical role in encouraging folks to move over the funnel. As such, there are many content material marketing KPIs that can tell you whether your marketing initiatives are having a positive impact on demand generation efforts and if you’ re contributing to the sales pipeline.
Here are a few of them:
📩 Gated Content Downloads
You’ ve probably come across eBooks or even whitepapers that are only accessible if you hand over some being approved details, such as an email tackle. This is an example of how content marketing plays a role with lead generation campaigns — the assumption being that someone downloading the asset is certainly, at least, a “ marketing qualified lead” since they’ re intrigued and want to find out more.
All of us won’ t get into the particular classic gated vs ungated marketing debate at this point, but rather if your strategy includes using gated content to acquire more prospects, then the sheer number of downloading should tell you whether that’ s working or not.
Note: these types of network marketing leads are often early to classify as “ bottom of funnel” so you may need to distinguish between earlier funnel content property like whitepapers, and reduce funnel stage assets like case studies or buyer’ s guides.
🔍 Rankings for Important Landing Pages
If you’ re convinced that SEO rankings are a the top of funnel type of metric, you’ re usually right.
But SEO ranks will play a role across the entire customer lifecycle, and tracking rankings and pageviews for your pages that drive the most revenue can be an important articles marketing performance metric when content marketing efforts are usually driving those improvements.
Content-heavy examples of such pages include comparison pages, buyer’ s guides, rival alternative pages, or sales-driven assets like case research.
Development in traffic is potentially a more clear metric to track here, however , rankings for critical search queries could be important as well, even if they may be lower volume. A good standard to here is whether your team has built content which is ranking for critical Google adwords search terms.
🤝 Revenue & Conversion Rates
Whether or not content marketing will drive straight attributable conversions depends heavily on your business model, your business, and the type of content you’ re investing in.
But that said, it’ s obviously the holy grail of content marketing performance that lots of stakeholders want to see.
There are many businesses that are lucky enough to have direct conversion opportunities from content, especially when that content is part of the purchase research process.
For example , if you’ re able to rank organically designed for high intent queries that convert well, that could cause a steady stream of revenue directly attributable to content marketing.
If that’ s not the case for your company, you can still track multi-touch attribution against your various other revenue-producing conversions, whether that’ s a lead type completion, a literal shopping cart completion, or user signup.
👨 💻 Replacement Value of Visitors
While it’ s not quite just like direct attribution of product sales, showing the replacement associated with the traffic you’ re generating is a decent bottom-of-funnel KPI to track.
We' re not really referring to sitewide traffic beliefs from tools like Ahrefs and Semrush – in this case, we’ re talking about demonstrating traffic from known conversion keywords that your paid marketing and advertising team is literally spending money to advertise on.
Let’ s say you operate content marketing for AVG Antivirus and one of the methods your PPC team gets folks to buy your software is through campaigns for the keyword “ antivirus for mac”. Whilst there will always be competitors putting in a bid for this keyword, the fact is that customers are much more likely to trust organic outcomes over paid .
If your articles marketing team builds the information that can start to rank organically for this keyword and monitor those clicks through Google Search Console, it’ s reasonable for your team to take immediate credits for the value the PPC team would have spent to produce the same clicks.
So if your PPC team spends $15k monthly on that exact key phrase at $8 average cost-per-click, and your page is driving 600 organic clicks monthly on that phrase, it’ s reasonable for you to consider credit for $4, eight hundred in value created for the company that month, even though you won’ t have the same degree of sales attribution that the PAY PER CLICK team has access to.
Naturally, there are various caveats to these types of calculations, and you may not be able to use the same high CPC for each keyword that the page happens to be ranking for, but in combination what we want is to show a big number that is much higher than the cost of your content program overall.
Here’ s a good post through Clay Cazier on how to calculate organic traffic value across a big keyword set . If you have your own internal Adwords data, defer to that instead, since it will be more representative of what the keyword is worth to your company.
🧾 Goal Completions
If you’ re managing enterprise products that have sales cycles that can last months or an offline service such as pest control, the ROI of your content marketing efforts can be judged based on specific activities you wish your customers to take.
While these activities may not result in revenue instantly, they’ re still beneficial steps across the buyer journey. For example , you may want a prospect to book a demonstration with a sales representative or even for someone to pick up the device and call your business. Your content, of course , must be valuable, compelling, and relevant enough to encourage prospects to do so.
Goal completions can be set up in Google Analytics , enabling you to track which pages or events achieved that goal.
Content Marketing KPIs meant for Retention
Funnel Stage: Post Funnel
Goals: Keep customers happy & repurchasing
Most content programs focus on customer acquisition, yet less so for user success and retention.
Customer preservation strategies are valuable simply because they boost LTV, reduce churn, and improve the odds of word-of-mouth acquisition. We highly recommend that you simply use content material marketing for customer retention , and we' ve outlined a few ways to do this in our post.
To measure the achievement of your retention strategies, you can begin by tracking:
🔁 Churn Rate
Reducing churn rate can not be the sole domain of a articles program, since there are product considerations that determine whether users stick around or not.
Nonetheless, your content can play a role within effective user onboarding plus success, which helps them get up to speed rapidly and transform the product right into a ' must-have'.
Product-focused content consists of guides, tutorials, and videos on how to make the most out of the product you just signed up for.
At Content Harmony, for instance , our onboarding includes a message sequence designed to explain every facet of the service and convert curious folks straight into power users:
Another example of using content marketing for retention is self-serve helpdesk content. The easier it is for users to find answers for common problems, the greater the likelihood that they' ll stick around. But try reporting that in one metric every month. ¯ _(ツ )_/¯
🥸 Content Utilization By Current Customers
Are you able to track whether or not existing users logged in to your app are reading through your content?
Or determine which readers have a past purchase history by means of cookies?
If that' s the situation, you' re able to make a reasonable assumption that your articles program is increasing the particular stickiness of both your product and your brand, since readers are engaging from it well after they entered their own credit card details.
When paying customers keep engage with your content, there should be a positive correlation with churn, LTV, and CAC. Not only are they using your product — it' s possible that they' re forwarding your publication to friends or recommending the latest blog post to their peers. They' re sticking about for more and encouraging others to become part of the tribe.
Common Content material Marketing Metrics That *Should NOT* Be KPIs
The very definition of the KPI is something that shows overall performance. It’ s the type of number that your CEO or even CMO wants to see in a slide deck each one fourth.
If you browse around generic marketing blogs, you’ ll see the following metrics listed as KPIs simply because they show up in Google Analytics.
That’ s ridiculous.
Please tend not to report these types of metrics to the people outside of the content marketing and SEO team because it will show that you probably aren’ big t focused on the goals they will care about.
📲 Scroll Depth
You might witness an uptick in the sheer number of people going to your content, but are they reading through all the way to the end? In case your content is boring, dry, or insipid, it might cause people to close the tab a quarter of the way via.
But – use that information to inform whether you should enhance the content or not. It’ h not something you need to statement on outside of your group.
🚨 Jump Rate
This one has been rehashed plenty through the years, but like scroll level, it’ s only helpful within the context of a given page.
Lowering or raising the jump rate is not a goal that aligns with what your organization cares about. In many cases, a higher jump rate is simply an indication that users liked your articles and got an answer for their query.
Lengthy story short – monitoring bounce rate across your articles in aggregate is almost useless, and not a true KPI.
⏰ Time upon Page
Time on page tells you the amount of time that folks spent on your own page, usually measured in seconds.
It will not tell you that they spent 20 seconds on the page because they loved what they read plus jumped over to the pricing page.
It also won’ t tell you that they spent 20 minutes on your own blog post because they couldn’ big t easily find an answer to what these were searching for.
Much like bounce rate and scroll depth, tracking this metric in aggregate is the wrong way to use it, and stakeholders do not care about it.
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