Marketing and advertising are made up of a number of factors. Because of this, it’s extremely important to understand if your marketing tactics and online content are working as well as they should. While some effects of content are visible, like a post going viral or visitor interaction, others are less obvious.
In order to understand all this, organizations and content writers alike should be able to make use of content marketing key performance indicators, commonly known as content marketing KPIs. Measuring the success of your content marketing is the only way to fully know whether it is driving any growth for your products, services, and your brand. So what exactly are content marketing KPIs, why do they matter, and how can you make the best use of them? Let’s dive in.
What are Content Marketing KPIs?
Content marketing KPIs are measurable values that can help you make a decision on whether or not your content strategy is on course for your goals and objectives. KPIs usually help you identify any changes you might need to make. Additionally, they show you what’s working and should be continued to maximize the reach of your brand and lead generation.
If you want to know how effective your brand’s content marketing is, you have to measure key performance indicators. The right KPIs are crucial to getting a direct and measurable value of how far your content marketing has progressed and how much you can actually improve
Tracking content marketing KPIs and making relevant decisions will help you boost traffic, increase the conversion and retention rates, and make sure your visitors can relate to your brand or journey. It can also help you with the tweaks needed to ensure that your brand seems reliable, helping consumers build a loyal relationship.
Why are Content Marketing KPIs Important?
While developing a marketing and advertising strategy is very complex and exciting, it’s often not the end of the journey. It is very important that you have your KPI measurements established from the start. The way you measure and report them has a direct bearing on your improvement and targeted campaigns. Since it makes no sense to invest in content marketing that has no measurable benefits, it’s always advisable to know exactly how much traffic, revenue, etc. each module brings in. Thus, the best way to do this in a quantifiable way is with KPIs. Here are some major benefits to using content marketing KPIs:
- Engagement is the main purpose of your content creation and distribution. You need to identify your target audience and engage them in something that will drive them to take the next step, to follow through with the next call to action. That’s impossible if you do not know how your content is performing online. Content marketing KPIs act as precise and detailed ways to measure content and generate reports. This helps enable informed decision-making, improvement of the overall content strategy, and creating better campaigns.
- Content marketing KPIs allow you to adjust the strategy you are currently using and make it more in tune with the expectations that your target audience has. With this, you have better chances of ensuring that the consumers use the content and move through the marketing funnel in the manner expected. In addition, it can also help you stand out from the competition simply because you will be able to present your products, services, and their advantages in a way that is appealing to the consumer. Thus, KPIs ensure that you know what to do in order to stand out.
- The right KPIs can help you understand the majority of factors that determine organic growth. These include, but are not limited to:
○ SEO rankings
○ Conversion metrics
○ Return on investment
○ Engagement metrics
And so, it’s safe to conclude that content marketing KPIs are a key part of an organization. However, remember that KPIs are not the same throughout. The indicators you might have to use when you start a company or product might not be the same you will use while expanding operations. However, at every stage, KPIs definitely keep you moving forward.
Best Implementations of Content Marketing KPIs
While the exact KPIs you should leverage depend on a number of factors including goals, how long the company has been in the market, and other important variables, the main things to keep in mind include:
● Unique visitors and users who have visited the page. This is different from views, which is merely the number of times a page has loaded. The unique visitor number shows you how many distinct people have seen your page. This shows you how successful your content is.
● The time spent on your site or page is a good KPI to measure. It shows you how attractive your content is to a visitor.
● Conversion rates are a key business value as they show you how convinced your visitors are about following through with the call to action. It also lets you identify what kind of calls generate leads.
● Keyword rankings help you figure out how optimized your content is for search engines. They also help you track what phrases drive the most traffic to your site.
● Email clickthrough rates are a good KPI to measure the success of your content marketing with emails. While open rates might not give you a whole picture, clickthrough rates tell you how likely it is that customers will click on those email links to your page to look at an offer or a product that interests them.
Anyword and Content Marketing KPIs
Anyword’s AI Copywriting Tool makes it easier for you to create content for any kind of audience for your marketing and advertising strategy, while also ensuring that you have access to all the KPIs you need to track the success of your campaign. This means that you will never be in need of a good copy and will always be up to date on what is working specifically for you and your audience! Creating realistic and achievable content marketing KPIs can translate into higher conversion rates, longer customer engagement and increased user satisfaction. With the support of Anyword’s AI writing tool, any marketer is now capable of creating their own content marketing KPI’s that really increase performance and show results. Sign up for a free trial and see for yourself.