Evaluation plays an important role in ensuring the success of any content marketing campaign. Although measuring your content’s performance is subjective, it is really important and very much possible.
You just need to use look at the right KPIs.
How do you choose the right KPIs for campaign tracking?
Choose Goals Before Metrics
Before you can jump on to measuring the success of your campaign, you need to determine what you want to accomplish.
You should set realistic goals for your campaigns and then associate them with relevant key performance indicators (KPIs).
Some of the goals you can intend to achieve from your content marketing efforts are:
1. Increase Brand Awareness
Well-curated content can leave readers with the question, “who wrote this?”
A good content marketing strategy will appeal to your audience, leading them to remember you.
2. Generate Leads
If you want to make more money, lead generation should be on your radar. Valuable content can help you generate quality leads consistently.
3. Drive More Sales
Most businesses expect their content marketing strategy to generate revenue eventually. Good content doesn’t just attract visitors but also turns them into customers.
Which Metrics (KPIs) Should Matter to You the Most?
Once you have your goals in place, you can set relevant KPIs to see if you’re on the right path.
A great mix of KPIs will be the one that targets both of these:
1. KPIs That Indirectly Contribute to Revenue Generation
Not all types of content directly translate into sales and revenue. If your content is engaging and relevant, the money will eventually come to you.
On this front, some KPIs you can track are:
2. KPIs That Directly Contribute to Revenue Generation
Every marketer should determine if their content strategy is making a difference to the bottom line.
In this regard, you can track KPIs such as:
Cost per lead
These can help you decipher the rate at which your content is helping you make money.
No matter what your goals are, targeting the right audience and creating high-quality content is crucial.
If you’re finding this challenging, you can consider using a content marketing platform. To learn more, you can check out my detailed review post published on ShaneBarker.com that features some of the best options.
Also, check out other KPIs that you should track in the infographic below.
IG Embed Code:
Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is the co-founder of Attrock, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.