Content lays the foundation of most of the digital marketing tactics today.
It can help you reach your audience, interact with them, understand them, educate them about your products and services. This will, eventually, help you build trust and generate quality leads.
However, time and again, you should ask yourself if your content marketing campaign is producing satisfactory results.
Measuring the right KPIs (key performance indicators) can help you track whether you’re on the right path or you need to improve your strategy.
1. Establish Your Goals
First things first, you need to chalk out your goals.
Most businesses have a number of goals that they want to achieve from their content marketing campaign and those goals often overlap.
You need to prioritize your goals in order to tailor your content to meet your goals. In addition, having realistic goals will help you evaluate your campaign’s performance in a better way.
Some of the common content marketing objectives are to:
2. Tie Goals with Relevant KPIs
Once you’re clear about what you want to achieve from your campaign, you can tie each one of your goals with relevant KPIs.
For instance, if you want to increase brand awareness, here are some of the KPIs you can track:
- You can monitor the number of people visiting your website. Ideally, this number should exhibit an upward trajectory over time. In addition, it will be valuable to analyze where your traffic is coming from.
- Keep close tabs on your follower and subscriber count. If it isn’t growing organically, you may need to reassess your content strategy.
- Your content’s engagement rate will help you understand how your audience feels about your brand. The number of shares and comments on your posts is a great indicator of how engaging your content is.
Alternatively, if your primary goal is to generate leads, you can monitor KPIs such as cost per lead and click-through rate.
3. Alter Your KPIs
Establishing KPIs is not a one-time event. Chances are that your business goals will keep evolving over time. In addition, the world of content is ever-changing.
So, it is important for marketers to alter their campaigns, goals, and KPIs accordingly.
If you’re struggling to optimize your content marketing strategy, try using a content marketing platform. These platforms can help you organize all aspects of your campaign — from ideation to production to evaluation.
For a list of some of the best platforms, you can check out my post on ShaneBarker.com.
If you want to learn more about the content marketing KPIs you can track, the infographic below might help.