Time and again, it’s been proven that content is king.
So, most businesses are leveraging content marketing today.
However, do you know if your strategy is really generating results?
Which KPIs should you track to find out?
Unfortunately, there is no straight answer to this question. It depends on a range of factors like your goals, strategy, audience demographics, etc.
It also depends on your brand’s overall presence.
Are You a Startup?
If you’ve just started your business, you need to track your content marketing ROI and make crucial decisions to ensure that you’re on the right path.
At this point, your content marketing strategy will probably not generate any leads or sales. In fact, your campaign goals should be to build awareness about your brand and products or services.
Here are a few KPIs that you should consider looking at:
- Overall traffic: Analyze what your traffic looks like and where it is coming from. The goal is not just to reach out to a large number of people, but also to reach the right people.
- Followers and subscribers: Whether your focus is your YouTube channel, your Instagram account, or your blog, you should try to grow your following over time.
- Engagement rate: Your engagement rate is a great indicator of whether or not your content is resonating with your audience.
Since your business is new, a good engagement rate might be hard to achieve. However, if you publish high-quality content consistently, your audience will definitely like, comment on, and share it.
Do You Have a Decent Following?
Once your business develops a decent online presence and following on social accounts, you can track other KPIs and focus on lead generation.
Some of the metrics you can track include:
- Inbound links: If people are linking back to your content, they look at you as an authority in your niche. This will help you generate more traffic and improve your search rankings.
- Conversion rate: You need to evaluate whether your site traffic is actually converting into sales.
- Click-through rate: Are your calls-to-action (CTAs) working well? Click-through rates will tell you how many people actually click on your links.
Do You Want to Scale Your Business?
Once your business is stable and successful, driving decent content marketing results can be much easier as you have experience. Ideally, your campaigns should be generating a decent amount of revenue by now.
In addition to the above-mentioned metrics, you should also start looking at:
- The length of your sales cycle
- Cost per lead
- Customer retention rate
- Repeat purchases
- Customer lifetime value
All in all, your content marketing strategy and KPIs should keep evolving.
If you need help organizing your content marketing efforts, you can seek help from professionals. You can also use content marketing platforms to simplify the process. Check out some of the best ones mentioned on my blog, ShaneBarker.com to learn more.
Don’t forget to go through the infographic below to identify other important KPIs you should be tracking.