Top Content Marketing KPIs To Measure
|How Content Marketing Works|
|Focus on the Right KPIs|
|Tools to Measure|
In its simplest meaning, content marketing is a bunch of materials filled with text and images for the purpose of advertising. Infographics, videos, white papers, blog posts, and podcasts are all part of content marketing. This marketing strategy is a long-term plan for growing a loyal customer base.
General knowledge of web analytics and digital marketing KPIs had evolved over time since the days when website owners measured “hits” on their site. Various tools and proprietary systems made by companies have made content marketing easier to report. Nowadays, you won’t make any headway in content marketing if you fail to understand the major KPIs involved in measuring your performance.
Content Marketing is at the front burner of digital marketing tactics, particularly for SEO and B2B marketing. However, some marketers are still stuck in the old ways when it comes to measuring the impact and effectiveness of different types of content. For instance, white papers are used as a common lead generation tool in content marketing, but most marketers only measure downloads when it comes to KPIs. So, the big question goes: What are the KPIs a marketer should measure to better understand how effective his content is?
The methods used for measuring a traditional customer acquisition funnel and a website are not the same as content marketing measurement. Whether you are using white papers, newsletters, blogs, eBooks, or whatever type of content you choose, we will be helping to elucidate the various KPIs for you to track them effectively.
This is because content is used to build trust for a period of time. With it, you can educate your leads and solve their problems before they might deem you worthy of purchasing your product or service. As we take a deep dive into content marketing KPIs, you might be thinking, "How does content marketing work," How will this strategy help me turn my visitors into paying clients?
Let’s take a look at the necessary steps of how content marketing helps you to gain more conversions.
How Content Marketing Works
Step 1 – Creating Valuable Content
For a start, the content you create must be valuable. If you wish to have a successful content marketing campaign, your content must have substance and solve the problems of your visitors to some extent. People will not engage with haphazard content that does not give information or answer their pressing questions. In no circumstances should you create content that is half-hearted. For you to keep leads coming back to read your content, it must be thorough and informative.
Step 2 – Share your content online
When the content is created, you should share it with your audience. Whether it is shared on social media or you get it optimized in the search results, your content must get out to your audience. If you normally post on social media, you can also share it on your profile or interact with influencers to get them to share it. You must note that you have to place your focus on industry influencers who have the capacity to reach people that will likely be interested in doing business with your brand.
In addition, get in touch with industry experts and find out if they can link to your content from theirs. It serves as an effective way of driving more unique traffic to your post and get them to view it.
Step 3 – Online users get to search for information related to your brand, products, and services
People always visit search engines to get relevant answers to their questions. Or your audience could decide to search for some information about you. When the search results pop up, they will bring up topics related to the keywords the user's search, and if your business is linked to that keyword, it will appear on the search result. If your article is relevant or appears to suit their needs, they will click on it to check out the content.
This is the more reason why you should create valuable content about relevant topics; it will help internet users find your business easily and learn more about your company. Resultantly, they get to spend more time on your website and find out more about your business. This growth in time on page will help to improve the SEO ranking of your website.
Step 4 – Visitors find and enjoy your valuable content
The more you learn about content marketing, you will notice how people cherish valuable content. As long as your content keeps them informed, they will want to read it because you are empowering them with knowledge.
Step 5 – Boost your brand awareness and trust
After much interaction with your content, your readers will become familiar with your brand. They will navigate your website and see what services you offer. This ensures that brand familiarity is built, and your company also gets a wider reach.
Step 6 – More conversions and sales
This is what every business wants, but you have to follow every step methodically before you can achieve this feat. When your content wins the heart of a lead, he will follow your call-to-action to purchase a product or contact you. Even if you don't convert them immediately, your business will always stay on their mind, and whenever they are ready to buy in the future, you will be their first point of call. Content marketing helps you to position yourself on the buyer's mind, and more sales and conversions will come in the long run.
Focus on the Right KPIs
Content marketing is a key player in building brand awareness, earning customer loyalty, and driving conversions. But do you have an idea of the strategies that are working for you day in day out? Most content marketers state that their major challenge is tracking the effectiveness of their content. To know if you are achieving the desired result with your content, you need to track the right KPIs.
You can do a page view analysis, but it only tells you about traffic rather than engagement. There are many other KPIs that could give you a crystal view of the content that resonates with your audience. In the subsequent parts of this post, we will take a look at some of the key metrics to tracks. It will help you create more powerful content that helps you achieve your content marketing objectives.
Keyword ranking has to do with your web pages position when a particular keyword is inputted in the search query. If a user searches are specific keyword, if it is related to your website or content, your ranking URL will be we page that is displayed for that particular search. A web page can rank from multiple relevant keywords and key phrase searches.
A user could get varying result results based on what Google deems relevant for a specific search phrase or keyword. In many cases, you will normally come across paid search adverts in the header of the results. Sometimes it also appears at the footer. For those carrying out a local search, Google Maps listing will be seen directly under the paid ad listing.
How are Keyword Rankings Determined?
The way keywords are ranked is quite straightforward. The rank your page receives depends on its relevance to the searcher's query or keyword. For example, if you operate a coffee shop in New York, your website will be highly relevant for that specific query and also rank well if your SEO techniques are top-notch. However, if the search searches for cafés in another location, your rank will possibly drop because there is a low level of relevance.
You can increase your chances by hiring an SEO firm to help your shop rank high for restaurant-related searches. But the downside is that ranking for a search that is not relevant to your business could be detrimental in the long run.
Backlinks are links from a web page that link to another page on a different website. If a user or a website owner links to your site, then you have gotten a backlink from them. Also, if you link to a different website from yours, they have a backlink from you.
Why are Backlinks Important?
Backlinks basically help with three things:
When getting a backlink from someone, Google and other search engines see it as a vote of confidence. In general, the higher the votes recorded by your page, the higher the chances they have to rank for related search queries. How do you know if this is working for you? We have evaluated link-based ranking factors on a few occasions, and we always discover the same result: the number of backlines obtained from unique sites strongly matched with organic search traffic.
Search engines discover new content through visiting web pages already known to them to check for new links. Search engines tend to revisit known pages more often than the unknown ones; your content will be discovered faster if you obtain a backlink from a popular web page.
Backlinks function as tools to point users to valuable resources. That’s why they are made clickable. If a link to your website is clicked, you get referral traffic.
The words visit means that someone arrives at your website, spend a little time there and leaves. Although this might be a good description for the action takes, it is technically inaccurate. For most forms of browsing, a visit comprises of a series of hits. Every time a user requests a file, it is seen as a completely different event.
To get an accurate number of visits, the host server needs to make use of server log files. Contained in these files are all the information related to every hit on the website. To get an accurate number of individuals visitors, the webmasters utilize a log analyzer to evaluate the log files.
A log analyzer will have a look at the log files and point out all the hits coming from a particular IP address. If these hits are regular within a short time span, the analyzer will assume it is the same person. When no activity comes from the particular IP address for a specific period, the analyzer will assume the user has left, and the last page fit is recorded as the exit page. When a new hit comes from the same IP address, it will count as a new visit.
Time on Page
Just like bounce rate, time of page can indicate false leads; that it is visitors who come to your website and discover that you are not what they are searching for and take their leave immediately. Time on page gives you an overview of the performance of your content.
Let’s take a closer look at how this KPI works and how the information evaluates your site performance.
With Google analytics interface, time on page metric refers to the average amount of time visitors spent view a specific page or screen. It might as well be a set of pages or a set of screens.
Most websites see it as the amount of time a visitor spends on reading the content on a particular web page. This is calculated by doing a division between the total amount of time spent on your site by visitors and the sum total of the site visit.
When a related post is clicked by a visitor, the clock marking the time on page KPI stops. When the succeeding page loads completely, the number of page views increases by one. Also, a new timer starts to count for that page.
This is a Google Analytics tool that calculates how far a visitor scrolls. The scroll points are calculated in four percentile categories: 25%, 50%, 75%, and 100%. After that, a Google Analytics event is sent for each one. You can also track the specific parts of the page that are scrolled into.
Scroll depth tracking is a topic that has been on the discussion for a while. It helps you to simply understand how people engage with your content. Below are a few steps to configure your scroll depth tracking with inbuilt variables and triggers in Google Tag Manager.
Activate the inbuilt scroll variables in Google Tag Manager. To achieve this, go to "Variables" and click "Configure." After that, select the "Scroll Depth Unit," "Scroll Depth Threshold," and "Scroll Depth Direction” variables at the lower level of the panel.
Next, create a new tag by going to “Tags” and selecting "New." Click “Universal Analytics” when picking the tag type and also click “Event” as track type. Select “Scroll” as the “Category” and pick “Action” for the variable icon on the right of the input. After that, pick the "Scroll Depth Threshold" and input the percentage sign after the variable.
Save the tag and the trigger and publish the changes on your website. With this, you will easily see how people are interacting with your web pages.
According to Google, bounce rate is the percentage of sessions in which visitors exited your site from the landing page without engaging with the page. In its simplest form, bounce rate is the percentage of visitors who click on the back button and exit your website without going through any other page.
If someone bounces from your website, it does not mean they didn’t engage with your content or go through what was on the page. This is among the biggest misunderstandings concerning bounce rate. It only means that the visitor just went through one page on the site without going to any other one. It is referred to as bounce because they went back to the search results either to streamline their search or to view other options.
When a user accesses your website through a search query and goes to another page before hitting the back button, they won't be counted in the bounce rate metric; rather, they will be on the exit rate.
How Do You Check Your Bounce Rates?
You can check the overall bounce rate for your site and also for every individual page by making use of Google Analytics and evaluating the information in the Audience, Acquisition, and Behavior sections. The ideal way to get a piece of lucid information concerning your bounce rate is to check All pages, Behavior, and Site Content. From here, you can browse or search the page you wish to review. You can as well change your report dates to find out the average bounce rate of the web page. Alternatively, you can sort by bounce rate either in descending or ascending format. You may have surprising results.
In this social media age, almost everything you share online will be subject to different opinions. However, you shouldn't make the mistake of seeing it as a bad omen – social sharing and commenting are things to embrace. The best supporters of your products are the users; therefore, if you engage them enough to speak openly about your content, it will be a success.
On the other hand, you must note that the comments may be negative. Although the comments are not what you want, you hear, they can serve as good feedback for you because they help you get a better insight into the pain points of your customers and prospects. Always respond in a reasonable manner when this happens. Every comment reflects the level of value your content is giving.
In the world of content marketing, the conversion is the number of visitors who consider you content engaging enough to become a paying customer or sign up to your website. Conversions are mainly tracked with leads and sales. You can also use secondary conversions such as downloads and email subscriptions. Ensure you track every content to know its conversion rate; it will help you find out your performance and what to improve upon.
Tools to Measure
Measuring your content success could be tricky at times. To measure your content, your goals have to be defined; therefore, you need to set KPIs for those goals and then track them. You may need to do more than setting goals in order for your content marketing campaign to work. Most smart marketers create a goal for every piece of content and track them individually. We believe you should do the same, and below are the necessary tools to track your content.
In this content marketing era, it is important to pay attention to analysis, trend, and readers' comments as well as to measure ROI. Buzzsumo is one of the software that helps you stay at the top of your game when it comes to content creation. It provides virtually all solutions for content-related research and social media analysis. It also helps you explore trends. Buzzsumo is a tool worth having.
Pingdom is a tracking tool owned by SolarWinds, Inc. The pricing for this starts at $13.95, and it beats most of its competitors when it comes to affordability. Pingdom is used for real monitoring, alerting, transaction monitoring, etc. It has a user-friendly interface and is best recommended for small-scale businesses.
SEMrush SEO Toolkit features more than 20 tools and reports. It is built to help you with website optimization and getting search engine traffic. It provides you access to the biggest keyword database on the Internet. You will have access to over 8.3 billion keywords in 118 countries, rank tracking, backlink management, SEO audit tool, and on-page SEO analysis tool.
Measurement can be a bit tedious and tiring, but that does not make it less important. With the metrics mentioned above, you can track your content and have a good foundation on how to create content that resonates with your audience. Optimization isn’t left out as well. If you use the data as a means of informing you about your marketing efforts, the content you produce will be smarter and more engaging. Also, measuring the right metrics shows you the effective channels to utilize while reaching out to your audience.