How to Choose the Right Content Marketing KPIs in 2022

Meta Description: Learn how to choose the right content marketing KPIs for a smarter and faster business growth and content ROI.

The purpose of a content strategy is to attract your target audience, engage them and then convert them into loyal customers. 

So, the first step to get this strategy implemented is choosing the right content marketing metrics (KPIs).

It is very difficult to choose the right metrics for your content marketing strategy as it varies depending on your business type, audience and budget. 

But if you have a clear idea about the metrics then it will be easy for you to select the right ones.

These metrics can be used by a business owner to gauge the effectiveness of their content marketing efforts. 

And these metrics will help you to choose the right metrics for your content marketing strategy.

What are Content Marketing KPIs?

Key Performance Indicators (KPIs) for content marketing are data that can be tracked and analyzed over time using specified ways. 

The company sets a course and conducts growth methods based on the findings.

If the results of the specified metrics (KPIs) are positive, the organization may simply repeat the procedure and develop processes and tactics further. 

If the result is negative, the organization refines (or substitutes) the approach in order to increase lead generation and conversions. 

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Why KPIs are Essential in Content Marketing

Monitoring content marketing KPIs gives you a huge advantage over your competitors.

You can see where you're at and where you're going in your marketing campaigns by measuring and analyzing your KPIs.

It also tells you whether your target audience is seeing and engaging with the material you're creating and sharing.

Finally, tracking KPIs allows you to determine whether you're using the appropriate channels. Read the related blog article, “4 Content Marketing KPIs to Measure for Success”

You Should Identify the Right KPIs Before Implementing a Content Marketing Campaign

Content marketing KPIs allow you to track your progress and define a benchmark for a successful campaign. You can also run split testing and be more adaptable with your marketing strategies.

Follow these actions to boost your chances of a successful campaign:

• Define the goals of your marketing campaign.
• Set particular content marketing KPIs to enable you decide whether or not your campaign is a success.
• Only collect info that is relevant.
• Create a custom content marketing plan and methods to match your marketing goals.
• Use your KPIs to track performance and make improvements based on the information.

Select the Best KPIs for Your Campaign

1) Number of visitors/leads

This is the basic metric for your content marketing strategy. It will help you to understand the number of visits to your website or the number of leads that you have attracted.

2) Conversion rate

If you want to know about the conversions of your website then it is the most important metric that you need to measure. It will help you to measure how many people actually read the content that you have created for your business.

3) Social media reach

It is the most common metric that people use to gauge the reach of their content marketing strategy. It helps to measure the number of people that you have reached through social media platforms like Facebook, Instagram, Twitter, Google etc.

4) Engagement rate

This is the best metric to measure the quality of the interaction of your audience with the content that you have created. It will help you to understand the number of likes, shares, comments, views and other interactions that you have on social media.

5) Cost per lead

If you want to know how much money you are spending on content marketing then it is the best way to find this metric. It will help you to understand the value of each lead that you are generating.

6) Website bounce rate

The bounce rate is the percentage of people who leave your website without visiting any other page. So, if you have a high bounce rate then you should change your website structure, design and other elements.

7) Content length

It is the most important factor if you want to attract the audience to your website. If you are creating a long content then it is the best way to attract your target audience.

8) Website load time

This metric will help you to find out whether your website is working properly or not. If your website is taking a lot of time to load then it will increase the bounce rate and it will lower the number of visitors.

9) Quality score

The quality score of a website is measured by the search engines. If you want to rank your website higher in the search engine then you should try to get a higher quality score.

10) Content Attribution

Content attribution is a hard subject for many companies. Most are not familiar with attribution terms such as first touch of content attribution or last touch of content attribution. 

Given that most B2B sales and even lead generation efforts today can take up to 6 to 8 website visits over many months, some strategies may not be helpful to you. 

What you need is to know what content is working and where to spend your marketing dollars and time. 

When visitors convert to leads or customers, you may ask:

What category of content or specific pieces of content were they engaged with? 

How many pieces over how long?  

How many visits? 

What about segmentations, can you identify customer types that buy from your campaigns? 

Can you drill down to individual conversions? 

Can you put a value on customers and therefore your content efforts?

At SaturnOne, we help answer these questions with our powerful, yet easy to use tools.

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Final Thoughts

Choosing the wrong content marketing KPIs for your campaign can cost you marketing money and can delay growth for your business. 

But if you follow the simple steps I have outlined above, you will be on your way to a smarter and faster growth in terms of conversions and revenues.

Choosing carefully the right content marketing metrics can help your business grow faster and smarter. 

You need to choose the right ones according to your business needs and the kind of content that you are going to create for your campaign. 

Get a demo or FREE consultation with our product advisors at SaturnOne Analytics today. 

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