A KPI, or key performance indicator, is a measurement of a website’s performance. The KPI shows you how many people have read a particular article and how many of them left your site. You can swap one metric for the other, such as average pages per session. In either case, you can see whether your content is influencing people to purchase or not. The third KPI measures brand awareness, revenue, and time spent on your website.
Time spent on site
If you’re a content marketer, tracking the number of unique visitors, time spent on site, and bounce rate are all essential aspects of your online presence. Without these metrics, you’re left guessing about how well your content is performing and what kind of content is most effective. The good news is that the following seven content marketing KPIs can tell you the answer to all these questions. Here’s a look at how you can use these numbers to make more effective content marketing campaigns.
First, look at your bounce rate. Bounce rate reflects how well a website holds the attention of visitors. When a visitor visits one page and immediately leaves, their bounce rate is high. According to a recent RocketFuel study, most websites experience bounce rates of 26 percent to 70%. Additionally, site speed is a critical factor in Google’s ranking algorithm. You can analyze the performance of your site using pagespeed tools.
Another useful KPI is on-page engagement. This measure reflects how people interact with a particular web page, such as signing up for a newsletter, reading more, or watching a video. This kind of data can help you see which content is engaging and which isn’t. Unique pageviews, on the other hand, measure how many pages a visitor views during a single session. KPIs for content marketing should be linked to your marketing objectives, so you can monitor the success of your content marketing campaigns.
Revenue influenced
Using key performance indicators, or KPIs, to measure the effectiveness of your content marketing is critical for improving your business. The following eight KPIs will help you measure the impact of your content marketing efforts and see if it is helping your business achieve its goals and benchmarks. You should use these KPIs to set your content marketing strategy and determine whether your efforts are achieving these goals. In addition, you should track how your content is influencing your business’s revenue.
If you want to see what type of content is bringing in the most leads, you should analyze your top-of-funnel metrics. These metrics can give you a better idea of how effective your content is and whether it is converting visitors into customers. The top-of-funnel metrics measure the amount of people who have read a certain article. Having a good idea of how many people have read your content can help you determine which strategies will be most effective.
If your content marketing efforts are generating leads, you should use KPIs to measure the value of those leads. The average value of a lead generated through content marketing is an important metric to track. Using gated content or submission forms to gather leads is one way to measure the quality of a lead. Once a lead is converted, you should track them to the point where they are ready to make a purchase. Revenue influenced by content marketing KPIs will tell you how effective your content is in generating new leads.
Conversions
Blog-to-lead conversion rates can be useful for predicting audience behavior and user acquisition strategies. Blog-to-lead conversion rates are one of the most difficult metrics to track, though. Because customers’ journeys from blog to lead signup are rarely straightforward, tracking conversions from one stage to the next is not always possible. In scenario A, for example, a visitor may convert directly from a blog article, while in scenario B, the customer has to go through two steps to convert.
One of the first questions to ask when evaluating content marketing KPIs is: Which type of content is converting best? It depends on the type of content you create. For example, if you write for a B2B audience, you may want to track conversions via light and deep content. While most content has a single goal – attracting new visitors – conversions are a secondary objective. In this case, your content might focus on social media metrics.
Another KPI to measure the effectiveness of your content marketing efforts is sessions per user. The more visitors you have, the higher your conversion rate. This KPI identifies your main sources of traffic and shows the relative strength of each source. It is crucial to track the effectiveness of your content strategy in terms of SERP rank in order to ensure a high ranking in search engine results pages. Relevant keywords and quality landing pages are two methods to improve your SERP rank.
Brand awareness
While the above three KPIs are vital to content marketing success, they are not the only ones. To get a true understanding of the impact of content marketing on brand awareness, you need to look beyond the number of followers to other metrics, such as engagement and bounce rate. It is also important to track earned media, which includes Twitter and blogs. Whatagraph can help you measure earned media, and its data is easily attainable.
Another way to measure brand awareness is by determining how many people are signing up for your newsletter. You can use email to capture emails and track them over time. Email is a powerful sales channel, and a healthy list is a sign of success. You can also track email subscriptions in Google Analytics using a goal conversion or by redirecting the subscriber to a “Thank You” page. It is vital to measure the ROI of your content marketing strategy to ensure that it is generating the desired results.
Referral traffic is another key metric. Referral traffic is generated from authoritative sites recommending your content. These links increase brand awareness and reputation in Google’s ranking algorithm. In addition to website traffic, referral links can generate new leads. Lastly, they can grow your social media following and build brand awareness. Lastly, a strong content marketing campaign should have a good social media strategy. For this, you need to have the proper tools and strategies in place.
Reach
Content marketing should be actionable, measurable, and attainable. As content marketing strategies vary, so should KPIs. Each of these three things should be specific to your business, depending on your budget, the size of your market, and previous marketing campaigns. Ultimately, your content marketing strategy may differ from your competitor’s. However, if you measure your content marketing success, you’ll be able to determine how effective it is.
The Customer Lifetime Value (CLV) KPI tracks the value of an individual customer. Retaining existing customers is more efficient than acquiring new ones. Using KPIs in content marketing can ensure that core efficiencies are being met. For example, an increased CLV translates to higher sales. Another critical KPI is the customer conversion rate, which shows how many customers are turning into actual sales. It is imperative that these metrics track over time.
KPIs measure how successful content is during the customer journey. Identifying which content is effective for one goal can help you adjust your content strategy. Likewise, identifying how well content is resonating with your audience can help you make your content more valuable. Reach with content marketing kpis
Engagement
When setting up your content marketing KPIs, focus on the basics: steady traffic, bounce rate, organic outreach, and user engagement. By measuring these KPIs, you can see if your content is engaging with your audience and generating return visitors or conversions. The latter two KPIs will help you determine how to adjust your content marketing strategy to maximize your marketing budget. In addition, they can be useful for monitoring and assessing your content strategy.
Measure how long people spend on your content. You can measure how engaged your audience is by tracking average time spent on each page. Unique visits alone don’t tell you much about the quality of your content. For example, a 20-page white paper could get 30,000 unique visitors, but only fifteen seconds of browsing time. In contrast, highly engaged users will spend several minutes reading your content and are most likely to convert into customers.
Another important KPI for content marketing is time on page. A well-written blog post should result in high engagement. However, page views aren’t a perfect metric because a single person can visit a site twice on different devices. If a visitor spends two minutes reading a blog post, that counts as two unique page views. If this happens, you need to find an alternative metric to measure the engagement of your content.