There is no magic solution for doing content marketing right.
A successful content marketing strategy requires patience, research, evaluation, and a whole lot of reconstruction.
However, a number of marketers end up skipping the evaluation aspect.
While evaluation may not generate immediate results, it definitely helps to optimize your strategy and avoid wastage of resources.
Measuring your content’s performance can help you identify areas for improvement and give high-performing content a push.
While the content marketing KPIs (key performance indicators) that you should track depend on your goals, you can start with the following.
KPIs Indirectly Related to Revenue
Not all your content marketing efforts will directly contribute to an increase in revenue. In fact, it may take a lot of time for your content marketing initiatives to really generate any revenue.
So, for starters, your content should focus on building brand awareness, increasing your reach, and understanding your audience.
The following KPIs can help you assess if your content is working in achieving these non-monetary goals.
Your content’s engagement rate is one of the best indicators of whether your audience likes you or not. If they leave a comment on your post or share it with their friends, it clearly means you’re doing something right.
This involves taking a look at how many visitors your website attracts, and where they’re coming from. You can also take this a step further by understanding which types of content attract more traffic.
Every marketer wants a huge following on their social media accounts or a large reader base on their blogs. This is an easy metric to track as it is highly quantifiable. If your follower count is not exhibiting an upward trajectory, you probably need to reassess your content.
You need to look at both the quantity and quality of websites linking back to you. If your content is being cited often, it clearly means that people like it.
KPIs Directly Related to Revenue
For the KPIs that are directly tied with revenue, you can track the following metrics.
This will tell you if your call to action is compelling enough. A higher click-through rate would mean that a good number of people are taking the action you want them to.
This tells you how many of your leads actually made a purchase. So, you must keep close tabs on your conversion rate. You can also try to gauge which types of content generate higher conversion rates and use those more frequently.
If your content is falling short of its expectations, you can amp it up using a content marketing tool or by hiring a content marketing expert.