Can you measure your content marketing ROI?
Have you established KPIs (key performance metrics) to help you measure the success of your campaigns?
80% of B2B organizations use metrics to measure the performance of their content. However, only 65% establish KPIs to help them measure content initiatives. If you haven't already done so, it might be time to decide which metrics and key performance indicators will be assessed by using a sample KPI library that you can use as a starting point.
Measuring KPIs can help you optimize your spend and analyze what’s working and what’s not. You can use these insights to make changes and optimize your efforts for better ROI.
So, what metrics should you track?
Let’s find out:
Your website traffic shows you how well your content performed.
Are you generating lots of traffic?
Once people get to your site, what do they do?
How much time do they spend on your site?
Does your website have a high bounce rate?
If it does, you need to work on improving your content quality.
Getting people to visit your site again shows that your content offers value to visitors.
Your content marketing efforts should focus on attracting new leads and retaining customers. You can do this by offering content that caters to keeping visitors engaged throughout the sales funnel.
What is a conversion mean to you?
It totally depends on your goals.
For example, if your goal is to grow your subscribers’ list, a new sign-up to your email list can be a conversion for you. However, conversions could also mean a new sale.
You can track which content formats and distribution channels brought you the most number of conversions and sales. You can create more of that kind of content and use those channels more.
You can track and measure the number of leads generated using click-through rates.
Use calls-to-action (CTAs) to encourage prospects to click through your content. Compelling CTAs can make people contact you, visit your web page, download your content, and buy your products.
Are there more KPIs you should track?
The infographic below, first published on Shanebarker.com, details some of the most important content marketing KPIs you need to measure. Check it out!
Infographic via ShaneBarker.com
Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is the Co-Founder of Attrock, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.