Content marketing is more effective if you know your KPIs – key performance indicators. What exactly do you want your content marketing to achieve for your business?
- Engage your visitors
- Improve your search engine rankings
- Increase your revenue (this is something broad, actually)
- Get more visitors from social networking and social media websites
- Improve your conversion rate
These are the basic KPIs that you need to keep in perspective while working on your content marketing strategy. This way you know exactly what you are trying to achieve. Remember that the narrower your KPIs are, the better you will perform. This will also help you optimize your resources.
Why is it important to know your content marketing KPIs?
The problem with content marketing is most of the people don’t know exactly what they are trying to achieve. They know that it works. They know that it is working for other businesses. But all they know is, people are publishing one blog post after another, one article after another, and taking social media and social networking websites by storm with their “killer” content. Somehow they cannot figure out how to add method in the content marketing madness. Exactly what is happening? What sort of content gets you what? How does it actually get you more business?
As I mentioned in the above bullet, having a KPI like “Increase your revenue” is quite broad because by the end of the day, even if you have performed 1000 activities, you want to increase your revenue. Every for-profit business wants to get more revenue. This is an existential truth nobody can escape. So you can take “Increase your revenue” out of the bulleted list.
When you have figured out the KPIs of content marketing in your case, you don’t worry about other aspects of your business.
Suppose the most important KPI for you is, getting more newsletter subscribers. It doesn’t matter how your search engine rankings are. It doesn’t matter the level of engagement you can manifest on social media and social networking websites. Heck, it doesn’t even matter what sort of conversion rate your website enjoys. What matters is, if you were getting 5 newsletter subscribers per month previously, after you have set your content marketing ball rolling, and after it has been awhile since you set your content marketing ball rolling (for, it needs some time to show results) you should be getting 50 newsletter subscribers or 500 newsletter subscribers every month. If you set this as your KPI – getting more newsletter subscribers – then your content marketing is working for you. Once you have figured out that your content marketing is working for this particular KPI, if you want, you can put in more resources to get even better results. This is why it’s important to know the KPIs of your content marketing.
Some good examples of content marketing KPIs that you can set for your own business
- People begin spending more time on your pages and blog posts: It means they’re finding what they’re looking for. It also means that they’re not being distracted by other things while they’re visiting your website. The more they stay on your website, the better will be the prospects of them turning into your customers and clients. If this is the KPI you have set for your content marketing, it can be good indicator of its success.
- You’re getting more unique visitors to your website: Of course repeat visitors are good, but they will become repeat visitors if they come to your website for the first time, right? So the more unique visitors you have, the more repeat visitors you will get and repeat visitors are the ones who normally do business with you, the most. If you’re getting more unique visitors and if this is a KPI that you have set for your content marketing, you’re going in the right direction.
- More people download your e-book, case study or report: Suppose the growth of your business depends on the number of people downloading your e-book, your case study or the report that you have prepared so that you are known as an expert in your field. If you have set this as your KPI, you will be publishing content accordingly.
- You are getting more subscribers for your newsletter: Building your mailing list is a timeless piece of wisdom. The more people hear from you (without feeling annoyed) the more eager they will be to do business with you. This is why many businesses solely focus on building their mailing list and getting more subscribers for their newsletters. This sort of content marketing KPI would be perfect for those who are looking for long-term business development goals. They want to establish relationships and communication channels so that eventually these relationships and channels metamorphose into business partnerships.
- You are getting more inbound links: There was a time when inbound links were extremely important for your search engine rankings. Although this no longer is the case, why solely depend on search engine traffic if you can get traffic from other websites? In fact there are many businesses that completely ignore search engines – something that I don’t advise – and completely focus on getting inbound links from high-traffic websites. Having this as your content marketing KPI will keep you focused on publishing highly useful and high-quality content so that people voluntarily link to it from their own websites and blogs.
- Your search engine rankings are improving: Which business doesn’t want better search engine rankings? By the way having better search engine rankings as your primary content marketing KPI doesn’t always help because eventually it is the conversion rate on your website that matters. So, yes, aim at improving your search engine rankings but not at the cost of quality, meaningful content.
- More people are engaging with you on social media and social networking websites: 82% people in the USA are engaging with their preferred brands on websites like Facebook and Twitter. I’m getting decent amount of work from LinkedIn. Some businesses are targeting Google+. No matter what social media or social networking channel you plan to target, eventually it is engagement that matters. If you’re simply posting content to fill your profile with information, it doesn’t help your business. People need to regularly interact with you, and this is a worth pursuing content marketing KPI.
Again, why haven’t I included things like “Increased revenue”, “more leads”, “more sales” and such terms as your KPIs? Because, no matter how important they are – in fact, the most important for any business – they are a by-product of the KPI attributes mentioned above. If your content marketing takes care of those KPI attributes, you naturally begin to get more revenue, more leads and more sales.