No matter how large or small your marketing budget is, if you want to optimize marketing spend, it’s vital that you measure your content marketing performance. Measurement allows you to see what’s working and what isn’t, empowering you to make educated decisions about the future of your campaigns. Below, we’ll discuss how to develop content marketing metrics and key performance indicators, or KPIs, that help you adequately measure your content marketing campaign performance in order to adjust your tactics for improvement.
Many marketers jump into measurement without a clear idea of what exactly they would like to accomplish with their content campaigns and assets. Ultimately, this can lead to using the wrong content marketing metrics, which can be a waste of both time and resources. To set your organization up for success, you’ll want to first identify what your content marketing goals are and then tie these specific goals to content KPIs and metrics.
According to Content Marketing Institute, 85% of marketers says that lead generation is one of their most important business goals. If you want to measure how well your content is working to generate more leads, look to the following metrics:
Brand awareness itself is not a KPI, but it is a goal that many brands hope to achieve with their content marketing. To measure how successful your content is generating brand awareness, you might look at the following KPIs:
Once you build brand awareness, you then have to engage the followers, leads, and fans that have started to take notice of your brand. Though general brand awareness can help you gauge how familiar consumers are with your brand, genuine audience engagement helps you better understand how consumers feel about your brand. Not to mention, engaging with your audience can help you get to know more about them. To track how successfully your content engages your audience, take a look at the following metrics:
While lead generation, brand awareness, and audience engagement are great content marketing goals to track each month, you also need to be aware of sales. Content marketing can be a valuable tool for moving your leads through the sales process. If you want to track your success in using content for sales enablement, monitor the following metrics:
When you are measuring your content marketing campaign success, you will need to distinguish between your on-site content assets and those that are off-site. For instance, your on-site content assets are platforms such as your website and blog where you have complete control at the domain level. Whereas off-site assets are those pieces of content that appear in areas such as guest blogs or social media sites, where you have less control of the asset.
There are areas where these assets will overlap and interact with one another. For example, you may drive traffic from your social media profiles to pieces of content that are housed on your website, such as a blog post or e-book. You will want to make sure that you measure this overlap to have a better understanding of the relationship.
Even after you have identified which content metrics you’ll use to measure your specific business goals, you are not quite done yet. Your organization’s needs will develop and change over time, meaning that establishing content metrics is not a one-time event, but rather a fluid and ongoing process. If you want to continue to optimize your marketing budget, it’s important that you assess the data, look for important insights, and find new stories within the analytics to help you better measure performance and understand where you are in achieving your organization’s overall business goals.
Marketers should evaluate content marketing metrics and KPIs for relevancy for each unique project. Being flexible in how you measure the results of each content marketing campaign will open new opportunities to help you grow your business goals and achieve maximum performance. For instance, in reviewing your metrics, you may see that the findings that suggest there are new areas that you should emphasize in your content marketing campaigns. Once you adjust your campaigns to account for these new topics, you will also want to review your metrics to ensure that you’re still using the best KPIs to measure success.
As time passes and you make changes to your campaigns, you will want to revisit your KPIs and metrics. If you are still using the same KPIs that you were when you started using content marketing, then you may want to ask yourself why and consider whether or not they are still valid for effectively helping you measure success. There is a good chance that as you develop your content marketing campaigns and make changes to your approach that you will need to make changes to your KPIs as well. The same is true as you begin to increase marketing spend.
This article was initially posted to this site on July 30, 2017. We repost relevant articles, in case our readers missed it the first time around. It originally appeared in Seven Atoms, was written by Andy Beohar from Business2Community, and is legally licensed through the NewsCred publisher network. Please direct all licensing questions to firstname.lastname@example.org.