Content marketing has come to be a failproof strategy for a number of brands. It can help you increase brand awareness, boost reach, generate leads, and drive more sales.
However, content marketing is a broad term. And doing it right is not a child’s play.
Where should you channel your efforts and resources?
Which strategies or content formats should you use?
To find out, you should be clear about your goals and monitor the right KPIs (key performance indicators).
What are the Most Important Content Marketing KPIs?
To really benefit from your content marketing efforts, here are some KPIs you should track:
1. Engagement Rate
Simply bringing more eyeballs to your social media accounts or your website is not enough.
Is your audience really enjoying your content? Are they engaging with it?
If not, your efforts will go in vain.
The number of likes, comments, and shares that your content receives is a good indicator of its engagement rate.
Sharing the most valuable information on Facebook and other platforms groups that are relevant to your niche can engage with community members. If you are going to share relevant content on Facebook groups. You can also use various facebook tools for best results on Facebook.
2. Site Traffic
If your website’s content is up to the mark, it should generate more unique views over time. You can monitor new website visitors and article views.
In addition, you should also monitor where your viewers are coming from (traffic sources), bounce rate, and average session duration.
This will give you a clear picture of your top-performing content and what changes you should make to your website to make it more user-friendly.
3. Click-Through Rate
Your content should consist of compelling calls-to-action (CTAs) that direct users to take a particular action. This could include downloading a gated resource, signing up for your newsletter, or visiting a specific page.
Your click-through rate will indicate whether or not your CTAs are working well.
Tracking your content’s conversion rate is crucial.
It will help you answer the key question:
Are your efforts paying off?
Try to understand which pieces of content are driving the most conversions. This will help you narrow down your efforts.
Remember that content marketing is not easy. If you’re unsatisfied with your campaign’s results, you can use content marketing platforms to run better campaigns.
Don’t know of any efficient platform?
Head over to this post on my blog, ShaneBarker.com.
To learn more about key content marketing KPIs, take a look at the infographic below.