An Easy Way to Identify Content Marketing KPIs

by Shane Barker Published on July 5, 2020

What key performance indicators (KPIs) should you use to track content marketing strategies? This guide offers a simple way to identify content marketing KPIs.

As a great content marketer, you should know what content marketing key performance indicators (KPIs) to track. You also need to know how to use the results to optimize your strategies.

The right KPIs can tell you who your audience is, how they engage with your content, and the channels they use. They also offer you insights on how to improve your content strategy.

But there are so many content marketing KPIs you can measure.

Which one should you concentrate your efforts on?

Read on to find out:

A Comprehensive Guide to Help You Track Content Marketing KPIs

For you to track the right KPIs, you need to identify your content marketing goals. Information you collect can then help you optimize your efforts and achieve your goals.

The following are some key metrics for content marketing and goals they help you track:

Build Brand Awareness

Does your content attract audiences to your brand?

For this to happen, you need to have informative and exciting content. Your content should also be relevant and match the needs and interests of your target audience.

Content marketing KPIs you can track for this include:

• Number of views
• Social media engagement (likes, shares, retweets, comments, etc.)
• Number of inbound links
• Follower and subscriber growth
• Audience engagement

Generate Traffic

Does your content offer value to the target audience?

Valuable content can drive readership to your blog or website.

Content marketing KPIs you can track for this include:

• Number of visitors
• Repeat visitors
• Bounce rate
• Click-through rates
• Time on page

Generate Leads

Does your content help drive your audience through the sales funnel?

For this, you need to identify what stage of the funnel a specific potential customer is whether your content type(it is a blog post, podcast recording, or video content), you need to understand is it generates leads and traffic for your business?
You can then provide content that moves them from one stage of the funnel to the next.

Content marketing KPIs you can track for this goal include:

• Click-through rates
• Cost per lead
• Landing page conversion rates
• Number of subscriptions, downloads, or sign-ups

Generate Sales

Can your content encourage audiences to convert?

For this, you need content that shows how your product or service helps the audience solve their pain points. These include case studies, product videos, tutorials, video testimonials, etc.

Content marketing KPIs to you need to track include:

• Length of the sales cycle
• Conversion rates

Improve Customer Retention and Loyalty

Delighted customers can help you increase revenue.

To improve your customer retention and loyalty, you need to create content that updates your customers on new features and updates. These include video tutorials, webinars, educative content on your blog posts, weekly newsletters, discounted offers, etc.

Content marketing KPIs you can use to track this goal include:

• Churn rate
• Revenue
• Customer lifetime value

Want to know about other content marketing KPIs you should track?

Check out the infographic below: