Content marketing is becoming more visible with the kind of perks it offers to businesses. To put it simply, it is easy to reach your audience through a properly planned content-posting strategy. However, the question is: how you can measure if your content marketing is working as expected? Well, through your content marketing KPIs.
Whether blog posts, or white papers, or infographics, whatever medium you choose to connect with your customers, it’s essential to keep tabs on every move you make. This way, you can easily improvise your strategies when and how needed.
As per Gartner’s report, almost 85% of the marketers working around the glove utilize content management for generating more sales. However, not every business explicitly measures the success of their hard work involved in building content. In turn, these marketers can’t achieve their goals, often left with no clue about what went wrong.
But you do not have to end up the same way. Check the various key performance indicators (KPIs) and start assessing the effectiveness of your content marketing efforts.
Content Marketing KPIs
Unique Page Visits
Now that you have started putting up fresh content, it’s imperative to check the unique visits you are attracting. Find out the way your content is affecting the amount of traffic on your website.
To do so, start keeping track of audiences visiting your page on a regular basis. From daily, to weekly, to monthly success, you can understand the difference your content marketing plan is making.
Average Time Spent on Pages
Well, there is a lot of ways you can redirect traffic to your page. Whether it’s through paid ads or social media marketing, just a click can make people come to your website. However, the job does not end there.
The time spent on your pages matters a lot. To know if your content was impressive enough, find out the average time spent on your pages. If your readers are staying long enough for skimming through the entire article, it’s certain that you left a great mark. And they might come again to your website later.
Check the Inbound Links to Your Pages
When your content seems authoritative, other businesses want to link to your pages. So, did you find out if other people are linking to your site? It is a good sign if the number of inbound links is surging.
This in turn will also help achieve a higher ranking on search engines. Isn’t that what you want?
To understand how better your content is resonating with your audience, you can look for page shares. This might seem like an unnecessary metric for a few experts. But it certainly is worth tracking.
Comments on Your Pages
Is your content intriguing your readers to spark interaction? Well, if you want to judge that, you must look for the comments you receive on your posts. This way, you can also assess the impact your contents have on your audience.
Track Your Cost Per Click
In the majority of the cases, businesses often promote content using pay per click ads as well as various sponsored social postings. In case you are too spending money on these services, it’s best to track costs invested per click to find out returns for those campaigns.
There is no use if you are spending too much and getting less in return. So, ensure to take extra caution when assessing this metric. Any incorrect calculation can put you in losses.
Another similar metric you must track is Cost per lead. This will also help assess your business ROI.
Keep Count of Lead Generation
If you are looking to generate leads from your content, make sure to measure the number of unique data you acquire from your posts. This way you can find out what kinds of content are getting you the most attention.
With a higher number of subscribers, you can easily get an indication of how aware your target audience is about your brand. Keeping the track of how fast you can increase the followers with your content, might help you plan the content better.
Content management might seem like an easy job, but it’s not. What you post and when you post, together decide if your goals are achievable. Therefore, you must look back and take time assessing where have you reached, from time to time.
And that is only possible if you keep track of your KPIs. Or else, you might end up messing up your marketing strategy.