These are the Top Content Marketing KPIs to Trackposted on 20-3-18-Wed 08:42
These are the Top Content Marketing KPIs to Track
If you want your business to succeed in this digital age, you can’t do it without content marketing. Compared to traditional marketing, content marketing is 62% less costly and brings in thrice the leads. In fact, 86% of business to customer (B2C) marketers are using content marketing and internet users spend 20% of their time on content.
With statistics like that, it is easy to see why content marketing is a must. And in order to make sure that content marketing is working to deliver the results you need to meet your goals, there is a need to know which KPIs to measure. Also, there is a need to know how to measure them.
Keep reading to find out about both.
What is Content Marketing?
Before you go any further, let us first start by defining what content marketing is. Content marketing is the act of creating and sharing high-quality content online with the purpose of attracting building and sustaining strong relations with your target viewership. The content must be informative, relevant and consistent in order to have an impact and drive your target audience to take action.
Content marketing does not promote a business’s products and services in a direct manner. Rather, it is aimed at simply generating interest in them with hopes that the reader will be convinced to buy from you.
Examples of content marketing include:
- Social media posts
- Case studies
- Online courses
- White papers
5 Reasons Why Content is King
Despite the statistics that show that content marketing is a force to be reckoned with, they would not exist if content marketing didn’t come with benefits. All around the world, marketers are focusing their efforts towards producing content because it provides the following benefits to their businesses and brands:
Keeps Readers Engaged
Content marketing is one of the best ways to keep your target audience engaged. When you engage your readers, they become immersed in your message and discover ways in which you can help them. Besides that, they become more inclined to learn more about you. All this makes them more likely to become customers.
Improves SEO Ranking
With the right search engine optimization (SEO) strategy, content marketing can be used to boost your ranking in the search engine results pages (SERPs). Furthermore, engaging content will keep the reader on your website longer, which will signal to search engines that people find your content to be relevant. This means your website will be awarded points and move up in the search results.
Lead generation is one of the main objectives of content marketing. As previously mentioned, having content improves your ranking in the SERPs. This means that your website gets more visibility and people will be able to find it quicker. This will automatically translate to organic traffic for your website, increasing the chance that you will get leads from your content marketing efforts.
Improves Brand Loyalty
Being too direct with your sales pitch can turn people off. Content marketing is your chance to offer solutions to your target consumers without being salesy. This can make people trust you more since you are going out of your way to provide them with free advice and education with the intention of helping them solve their problems. Once you establish trust with your target audience, you can leverage it into a lucrative opportunity for your business.
Establishes Brand Authority
As you share your knowledge with the world, people start seeing you as a credible source of information. When you demonstrate the capability to understand the reader’s pain points and solve their problems, they will most likely take your word as authority. And next thing you know, you are the first thing that comes to mind when they or others have a problem.
Since you are getting leads with your content marketing efforts, those leads are a step away from becoming customers. With consistent content that engages and has a message that resonates with your target audience, you will most likely convert them to customers. And the more customers you convert, the more you will earn revenue, make a profit and scale.
With content marketing costing 62% less than traditional marketing, the investment is significantly lower. And when you consider the fact that it brings in three times the leads, the investment becomes essential. As a business, anything that is cost-effective but delivers results is something that should be focused on.
What are Content Marketing KPIs?
Now that we know what content marketing is and the benefit it provides, let us define what content marketing KPIs are. A KPI (which stands for key performance indicator) is a value that you can use to measure the performance of a company based on its strategic goals. In the case of content marketing, the KPI will measure how well a company is using content marketing to achieve its goals.
The main aim of measuring content marketing KPIs is to extract actionable insights. These insights will then be used to strengthen the content marketing strategy through informed decision making. This is especially true if the performance that has been measured has fallen below expectations.
Focus on Tracking These Top 13 Content Marketing KPIs
Now we have come to the meat of the article, where we talk about the KPIs that are most important to content marketing. In this article, only 13 of them are discussed. However, in reality, there are more than that – these are just the top ones that you can look into.
Keep in mind that you need to only track the KPIs that are meaningful to your company. That is why it is advisable to always reference your strategic goals when picking KPIs to track. This ensures that you don’t end up tracking irrelevant KPIs and move further away from your goals. The latter scenario can lead to a lot of wasted time and effort – even money.
So without further ado, here are the top 13 content marketing KPIs to keep track of:
1. Keyword Rank
If you want your target audience to have a higher chance of finding your content, it needs to be discoverable on search engines. Specifically, it needs to be found in the top five results in the search engine results page. For that to happen, you need to use high-ranking keywords, and the keyword rank KPI is what helps you keep tabs on how well a specific keyword is ranking.
This is important to track because the rank of a keyword can change. What was ranking today might not necessarily be ranking the next day. So you always need to be updated on the keyword rank to make sure that all the keywords you are using will make your content visible.
2. Organic Rankings
You also need to make sure you are tracking the organic rank of your content on the search results. While being on the top five results in optimal, being on the first page is ideal. This KPI lets you know where you stand in that regard. And if you end up on the second page of the search results (most internet users don’t make it to the second page), you need to do something about it and get on that first page.
Checking how many websites are linking back to you is highly beneficial for your content marketing efforts. If not many websites are linking back to you, you need to improve your backlinking efforts. This is because backlinks are a ranking factor for Google and other search engines. It tells them that other websites find your content relevant enough to direct traffic your way.
4. Unique Visits
To start judging the success of your content, you need to check how many visitors you are getting daily, weekly and monthly. While just checking visits is not enough, you need to check the unique visits you are getting to get more context at just how many people your content is attracting. If your goal is to attract new people and you keep getting repeat visits, you might want to do something about it.
5. Time on Page
A testament to the quality of your content is how much time people spend on your pages. You need to check this KPI to find out if the time they are spending on it is enough for them to read it. If it isn’t, it means that your target audience isn’t finding your content engaging enough to give it the time it deserves.
6. Scroll Depth
Another important content marketing KPI to track is scroll depth. By measuring this KPI, you are able to tell just how far people are digging into your content. This can allow you to make an informed decision about where to place elements you want people to see the most. For example, if you find that most people are stopping at the 55% mark on a particular page, you can place your call to action there to increase your chances of getting leads or customers.
7. Bounce Rate
When people visit your site, starting with your landing page, you expect them to do something meaningful. You expect them to browse around and visit other pages. More importantly, you expect them to take some sort of action. It could be filling a form, downloading a guide or making a purchase.
The sad thing about internet traffic is that not everyone will do any of the things you expect. To count a visit as a bounce, a visitor has to visit your landing, spend a few minutes there and then leave without performing any action. Your bounce rate is the percentage of your visitors who do this.
When people start visiting your page, it is a good sign. However, it doesn’t mean a thing for your bottom line. The first KPI you should look into that has an indirect influence on the sales you make is the number of leads you are getting on your website. Basically, a lead is described as someone that has taken an interest in your business.
To elaborate further, we can describe a lead as someone who didn’t bounce in this scenario. They came to your landing page, looked around and performed an action you wished them to perform. They could have done a number of things, such as becoming a subscriber, downloaded an infographic or filled a contact form.
9. Conversion Rate
A lead is the first step to becoming a customer. Once you have leads, you need to further develop them and guide them down your sales funnel to become a paying customer. Once they make a purchase, you have a conversion. And you need to keep track of the number of visitors that became customers.
The conversion rate is a ratio or percentage of the total number of visitors that bought something on your website. To express it as a percentage, you have to count the total number of conversions you made in a specific period of time and divide them by the total number of visitors from that same time. Then you just multiply the answer by 100 to get your conversation rate.
This can further be elaborated in this example. Suppose you have 20,000 visitors in a single month and 1,000 of them were converted. Your conversion rate would be 1,000 ÷ 20,000 x 100 = 5. This means you had a conversation rate of 5%. A good conversion rate is considered to be somewhere between 2% and 5%.
Comments are a good sign that your audience is engaging with you. This is something that search engines use to judge the relevance of a search result. So if you are getting a lot of comments, your website ranking might increase in the search results.
Furthermore, comments are invaluable because they provide insight into what your target audience is thinking and feeling. Reading and responding to them might just uncover something actionable that you can use to improve upon your product or service and reinforce brand loyalty. On top of that, it can also significantly increase your bottom line.
11. Social Shares
Social shares are another important ranking factor when it comes to the content you produce. When search engines see that people are sharing the content you published, they will deem it relevant to the related search queries and boost your ranking. So be sure to include a call to action (CTA) telling your readers to comment and share your content if they find it useful.
If you are going to be doing email blasts (and you should), you should give your target audience the chance to sign up to receive emails from you. Once a visitor does this, you have got a lead and a subscriber. Now you can send them follow-up emails to lead them further down the sales funnel, send them the latest promotions or alert them to other products and services that they might be interested in.
Another important KPI is to check if your website is growing in a number of areas. After all, how are you going to increase profits and scale if there is no measurable growth? Depending on your goals, you need to check a couple of areas. You can check whether you are getting more views, leads, subscribers, conversions, comments and other interactions. If you aren't seeing the desired growth in any area, then it is time to analyze what is going wrong and then take the necessary action to correct it.
3 Tools for Tracking Content Marketing KPIs
Now that you are acquainted with the top content marketing KPIs to track, it is time to look at the tools you can use to track them. These three tools can measure and provide insights on your most important content marketing KPIs. And they have been widely regarded as the best at what they do by a number of business managers.
BuzzSumo helps you keep track of the content marketing KPIs that unlock new opportunities in your respective industry. First of all, BuzzSumo monitors all of your brand mentions, allowing you to spot opportunities for collaborations with your key influencers. Secondly, it monitors your backlinks, allowing you to extract insights from content that gets linked to so you can further advance your backlinking efforts.
BuzzSumo also monitors other important content KPIs, such views, shares, engagements and keyword ranking, but this is just one aspect of this great tool. You can also use it to take your contenting marketing game to the next level with the following features:
- Helps you discover ideas for topics that will surely get your audience excited and constantly engaging with your business and brand.
- Analyze billions of posts on websites and social media to give you insights on creating content that converts.
- Helps you monitor your competitors’ metrics as well, allowing you to find out what they are doing right and how to beat them.
- Helps you discover high-volume keywords that you can insert into your content to improve your search engine rankings.
BuzzSumo allows you to try it out for 7 days free of charge. After the trial period is over, you will have to pay $99 for Pro , $179 for Plus , $299 for Large and $499+ for Enterprise plan per month.
Pingdom is a comprehensive KPI monitoring and analysis tool that you might want to give a try. While it mostly focuses on website performance, it can give you valuable insights into your most important content marketing KPIs through its Visitor Insights feature. For example, it can monitor your bounces rate so you can take action and improve the user experience.
Besides tracking those KPIs, it also tracks other important KPIs that will make sure that your website is running smoothly. This will ensure that when users come to your website to read your content and learn more about you, then don’t get turned off by some technical problems.
Here is how Pingdom helps with that:
- Tests the uptime of your website to ensure that it is available to your target audience wherever they are.
- Analyzes page load speed to ensure that slow load times aren’t increasing your bounce rate.
- Analyzes all the elements on your website that users interact with to make sure that none of them are broken.
Pingdom has three plans: Standard , Advanced and Professional . The Standard plan will cost you $42.12, the Advanced plan will cost you $82.45 and the Professional plan will cost you $228.25 per month.
SEMrush aims to provide you with all your digital marketing needs in one solution, and it does it well. You can easily monitor your critical content marketing KPIs with a single push of a button. In doing so, it will analyze your presence on the entire internet, from various websites (including your own) to social media platforms, so you can extract the necessary insights.
Other than that, prepare for SEMrush to take your content marketing game to the next level with the following features that it also provides:
- Provides topic ideas by analyzing what is trending among your target audience so you can drive engagement.
- Analyzes your website and highlights areas where you can improve in order to increase your SEO ranking.
- Helps you track down your influencers so you can enhance your brand’s presence online.
- Helps you come up with effective digital marketing strategies that have a high likelihood of positively affecting your bottom line.
Just like the other tools on this list, SEMrush isn’t free. Pricing for SEMrush starts at $99.95 per month for the Pro plan. For Guru and Business plans, you will have to pay $199.95 and $399.95 per month. However, there is a one month free trial period for the Pro plan that you can sign up for.
Content marketing is beneficial for any business that does it properly. It can lead to getting more customers and increasing profits. But to make sure that your content marketing endeavors are delivering the results needed, there is a need to track the right content marketing KPIs using the right tools. Hopefully, you now know what those are after reading this article.