Measurement is one of the greatest challenges of content marketing.
In fact, only 21% of B2B and 23% of B2C marketers reveal that they are successful at tracking the ROI of their content marketing programs, according to 2015 reports by Content Marketing Institute & MarketingProfs.
However, there are metrics to evaluate content success like page visits to data that typically is accumulated by a CRM or marketing automation tool.
This list below of 14 valuable KPIs will give you a heads-up on measuring content, according to Salesforce. While, these are important and valuable metrics, keep in mind that you will benefit from using your metrics that reflect your business goals and marketplace dynamics.
Also remember that marketing and PR are art and science. Too often, we see customers paralyzed by analysis. Here are the KPIs:
- Unique Page Visits — review your unique page visits to see how many people are visiting your page daily, weekly and monthly.
- Downloads can give you even more insight into content popularity as they indicate a higher interest as readers typically fill out a download form versus simply skimming a blog post.
- Time on Page – page visits are valuable, and even more valuable is someone spending time reading an entire article or completing a form. This means that content quality merits more attention.
- Inbound Links — when people link to your site, it means content is improving your reputation and credibility. As other sites consider you an authority, you can increase site traffic and move up in search rankings.
- Shares – many can consider “shares” to be a vanity metric, but they’re worth tracking to understand the channels where content resonates.
- Comments and Interactions — comments on content are great indications that you’re inspiring conversation and making an impact on your readers.
- Cost Per Click (CPC) — your boss will want metrics that match dollar signs. When promoting content via pay per click ads or sponsored social postings, track your CPC to assess a campaign’s ROI.
- Cost Per Lead (CPL) — cost per lead is an important metric to track your content marketing ROI.
- Lead Generation — content marketing is primarily a lead generation tactic as it uses forms and downloads to gather leads. Track leads originating from content, so it’s recognized for revenues when deals happen.
- Annual Contract Value (ACV) — when tracking leads originating from content marketing, you can also track ACV (e.g. the monthly cost times) of deals that have closed based on content.
- Influence — when content is a touchpoint in the sales process, you can determine the number of leads, opportunities or deals that content influences.
- Conversion Rates — be sure to optimize conversion rates to avoid losing valuable leads who would have converted but opted out for various reasons.
- Followers/Subscribers. — followers and subscribers indicates brand awareness, so when important, track these numbers. Read this Hubspot post to get more followers and fans.
- Growth — measure your growth in subscribers, downloads, page views or other numbers and especially measure their percent change over time. The PR community prefers these metrics.
Check out this post from The Content Marketing Institute for more insights on metrics.
So how are you effectively measuring your content marketing?
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