#MarketingMinds: Improving Content Marketing with Blogging KPIs

#MarketingMinds: Improving Content Marketing with Blogging KPIs

Georgia Acott
24 November 2016
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As content marketers, blogging is a large part of what we do, and since we spend so much time telling stories with this method, it is important that we track the performance of blogs using certain metrics and KPIs. Not only does this tell us if our strategy is working or not, reporting the performance of our blogs also helps us gain an understanding of what content is being engaged with and why.

We hosted our weekly #MarketingMinds chat on blogging KPIs to learn more about measuring the performance of blog content.

Measuring the performance of blogs using media monitoring

To warm up our #MarketingMinds audience we asked, “Suggest two elements that should be considered before writing a blog.” Almost all of our chat participants responded with “target audience.” In order to produce relevant and valuable content, we must first consider for whom we are writing. Our community are very unlikely to respond to content that is irrelevant to them! In order to improve content targeting, it is useful to gain insight into who our content is reaching on social media with the help of media monitoring and engagement tools.

However before writing a blog and using a media monitoring tool, @sojiadeyanju and @orkedlaaa suggested that we should specify objectives and goals. As pointed out by @musingsandmktg, “Consider the audience and what you want them to do with your content.” Therefore, we should always have our end goals in mind when writing blog content in order to increase the likelihood of engagement and audience growth. Our #MarketingMinds audience were then asked, “Offer three reasons why we should measure the performance of our blog content.” @musingsandmktg, @nileshsurana, @orkedlaaa, @sojiadeyanju and @Andre_Spiteri answered in terms of improving future posts and making content more relevant by understanding which posts have the most positive engagement on social media. Measuring the engagement of successful social media posts with media monitoring provides brands with the insight they need to craft interesting and relevant content that resonates with target audiences. @KateMcGinn6 talked about measuring blog performance to build a strong customer base, “Give your customer the type of content they want to read and keep them coming back.” Media monitoring insights around which blog posts are succeeding helps us to improve our blogging strategy and, as a result, create a pool of regular readers.

Some of our #MarketingMinds participants believe that blogging lies at the heart of a brand’s content marketing efforts. We asked, “Suggest how blogging can support other content marketing efforts.” To which @sojiadeyanju replied, “Build a strong blogging platform and make it the hub of all your content marketing efforts.” @Andre_Spiteri  believes that blogging is the cornerstone of content marketing because, “Blogging builds a connection and keeps people coming to your site.” In addition, @RinaSPopat suggested that blogging enables a brand to tell a story that supports social media and email marketing efforts.

Measuring the performance of our blogs with the help of media monitoring is great for informing our content marketing strategy, but it is also important to know how much impact our blogs are having on product sales. We therefore asked our #MarketingMinds audience, “Which blogging KPIs are the most useful for proving ROI?” With regards to social media metrics @musingsandmktg answered, “Views, likes, shares, comments to show engagement, and CTA clicks to see if it followed through into a conversion.” @RinaSPopat also highlighted the importance of including calls to action throughout blogs to help measuring conversions, “Have a CTA at the end of the blog and see what leads you get.” Website traffic and website conversations were outlined by @sojiadeyanju and @Andre_Spiteri as the most important KPIs for measuring ROI. Media monitoring platforms measure key social media metrics including link clicks, impressions, and engagement metrics, thus helping brands prove their marketing ROI.

To close our chat, we asked, “How can we go about measuring and analysing blogging KPIs?” @musingsandmktg proposes that we use media monitoring tools to track social media metrics, “Analytics from the website directly as well as social media metrics (using Meltwater perhaps).” @sojiadeyanju agreed by responding, “Set your objectives, identify your KPIs, create a dashboard of metrics and track your progress using a web analytics tool.” Soji suggests using media monitoring to measure social media KPIs that are consistent with a brand’s marketing objectives. Keeping track of these specific KPIs also allows us to benchmark our blogging performance against that of our competitors, and keep track of our own blogging progress.