A key performance indicator (KPI) is a metric used to measure the performance and success of an individual/company. KPIs differ based on different aspects of a business. Like the marketing department’s KPIs may be a number of leads generated, while the finance department KPIs may be financed record maintenance.
Content marketing is no different. Content marketing KPIs enables you to see the performance of particular content.
As a content marketer, apart from research, creating and publishing you must also measure the performance of your content and its impact on your business.
In order to get the desired content result, you must define the right content marketing strategy and to get the most out of your content marketing, determine your specific goals and tie them to the right KPIs.
Let’s take a look at the most common content KPIs.
Unique page visit
Simple and one of the most effective metrics of your content success is the traffic it’s getting. More than the number of total views or hits, the number of unique views matters most. About 88 percent of study participants look at unique visitors/users as a way to measure the success of their content.
Time spent on page
It is referred to as bounce rate and it identifies how engaging your content is. If someone is staying long enough to read your article is a sign of good and engaging content.
Bounce rate percent and time spent metrics are good indicators of how engaged the traffic to your content is.
The ultimate goal of content marketing is to increase brand awareness. Thus, if your content has a high social sharing then it is a good indicator of success.
Keeping the track of content shared you can see which channels your content is resonating on. It let you examine how far your content is reaching.
For many companies, content marketing is the most vital source to generate lead through downloadable content or forms. According to the Content Marketing Institute, 85% of marketers say that lead generation is one of their most important business goals.
Every business wants a high number of conversion rate i.e. leads are converting into customers. Conversion allows you to analyze which piece of content is good enough not only to generate leads but also to convert those leads into customers.
KPIs are the metrics to measure your success. KPIs are generally in numeric and easy to calculate and understand.
Let us know in the comment what KPIs do you track and gave you a successful result.