Key Performance Indicators (KPIs) for content marketing measurement to take into account

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Image courtesy of Carlos García Torrado at Flickr.com

A KPI is a type of performance measurement that measures “hits” on a site. Tools like Google Analytics, Omniture, and proprietary systems within companies have made digital marketing reporting more simple and accessible for the average marketing professional. Nevertheless, it can be said that marketers are still in the Stone Age since they fail to measure anything beyond “downloads.” Therefore, the question remains: What can a marketer do to better understand the effectiveness of this type of content?

Here there is a guide to what marketing KPIs should measure for content marketing initiatives. The following steps or hints will provide you some ideas about how to work on your marketing measurement.

UVs are the most standard measure of how many individuals have viewed your content within a given time frame (typically a 30-day cookie window). This KPI allows you to compare different forms of content and trends over time.

If you understand where your content is red the most, allows you to know where to allocate more budget and resources based on where your audience is. Google Analytics provides page-level details of such geographic information, which in turn helps content marketers optimize for the geographical locations (or geos) that are most important to their business.

It’s great if you know how many unique visits (or readers) your content is getting. But if you know which devices are used to do so gives you a better understanding of how your content is being delivered to different devices. This is key to determining how to optimize your content and its design for future publications.

Not losing your reader because you didn’t deliver on their expectation of what they were clicking on is an evident goal we all have. A high bounce rate might mean just that and, you can also measure how much time your audience spends with your content.

There are many great tools out there that illustrate how your audience is engaging with a page and its content. One such tool, CrazyEgg, allows you to create heat maps to see what sections of a page are getting the most views.

A high page views/UVs multiple is a good sign that your audience is engaged with your content, they like your posts and, quite often means that they are coming back regularly to your content. Further, with your digital content, it’s a good measure of how far along in a publication they may have gotten. For example, if you know how many pages your audience reads or if there is any particular page where your audience drops off the reading. If you analyse and find out accurate answers, your content for sure will be better developed in the future because audience needs and likes are going to be taken into account. Let’s say that your posts will have a particular touch that will engage your audience more.

In the age of social media, almost everything you make available online becomes subject to two-way conversations. Do not try to restrict it or block it, this is a huge mistake. Products or services are best sold by users. If they are engaged enough to openly discuss your content, consider it a success, for sure your audience rate will increase.

Nevertheless, there are some possibilities that the discussion turns negative. But, even negative comments can be great feedback for you, as they can help you gain better insight into the attitudes and pain points of your prospects and customers. Be ready to respond in a meaningful manner when this happens, and, be wise with your answers. The way you answer them could change positively or negatively your audience perception.

Your content must be easily shareable. Actually, marketing initiatives think of this as a critical fact since few shares can expand your content rate, visits and views. For this, you can incorporate sharing widgets throughout your content. At Uberflip, we like to use the AddThis widget, which allows content to easily be shared across dozens of popular social networks.

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Image courtesy of Christophe BENOIT at Flickr.com

In conclusion, choosing the right KPIs relies upon a good understanding of what is important to your organization. Since there is a need to understand well what is important, various techniques to assess the present state of the business, and its key activities, are associated with the selection of performance indicators. Hence, a very common way to choose KPIs is to apply a management framework such as the balanced scorecard.

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