Below is a guide to what KPIs you should be measuring for your content marketing initiatives, and they depend on your measurement objectives such as Reach, Engagement or Sentiment.
1. Unique Visits
Unique Visits measure how many individuals have viewed your content within a given time frame of your choice. This KPI provides a good baseline for which to compare different forms of content such as whitepapers and blog trends over time. However, it is important to keep in mind that not all unique visits are the same. For example, a unique visit to a white paper might be much more valuable for lead generation purposes than a unique visit to a blog, especially if that visit spends more time with the content.
Google Analytics provides page-level details of such geographic information, which in turn helps content marketers optimise in particular geographical locations.
3. Mobile Readership
Understanding trends in how your content is being delivered to different devices is key to determining how to optimise your content for future publications. What percent of them are using on mobile devices, and which mobile devices are they using?
4. Bounce Rates/Time Spent
All small businesses do not want to lose readers. A high bounce rate might mean just that. Another similar measure is how much time your audience is actually spending with your content. Both bounce rate percent and time spent metrics are good early indicators of how engaged the traffic to your content is.
5. Heat Maps
There are many great tools out there that illustrate how your audience is engaging with a page and its content. You can set up Google Analytics to track in-page analytics to display click patterns illustrate your webpage heat map or for a fee you can use CrazyEgg, allows you to create heat maps to see what sections of a page are getting the most views.
6. Page Views
Small businesses need to understand the correlation between Unique Views and Page Views. High Page Views per Unique Views is a good sign that your audience is engaged and quite often means that they are coming back regularly to your content. You can also determine how far along in a publication they may have gotten. Did they read four pages before dropping off?
In the age of social media, almost everything you make available online becomes subject to two-way conversations. Your audience are the best advocates for any product or service, so if they’re engaged enough to openly discuss your content, consider it a success. However, discussion may turn negative, but 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.
8. Social Sharing
Making your content easily shareable is critical for almost all content marketing initiatives. With just a few social shares, the reach of your content can expand exponentially at an amazing rate!
The ultimate goal of content marketing is to increase your brand’s reach. The ultimate indicator of success is often the number of leads generated from your content marketing initiatives. By looking into these content measurements, you’ll be in much better shape tracking your content.