What KPIs Will Be Worth Your Attention with Your Content Marketing in 2019?
2018 is almost over, but before diving into the festive season, making a plan for your content marketing strategy in 2019 is a must-do. In that way, you will be ready to tackle everything that comes your way.
As a marketer, you know that that monitoring the results is of a crucial importance in order to know if your efforts are paving your path to success.
Still, you also know that there is too much data being thrown at you from different sources. It is virtually impossible to analyze everything, but the good news is – it is also not necessary.
KPIs change in accordance with what your goals are, but one thing always remains – they should show the ROI in a positive way. Buckle up, as we will go through the most important KPI that are worth keeping an eye on in 2019!
Why Are KPIs Important?
If your business is doing great and if you can clearly see a profit being made at the end of each period, you might think that there is no need to put the data analyst hat on and spend hours looking at numbers.
Don’t let that trick you!
If your numbers are constantly on the positive side – that’s brilliant. But what is the cause of those good numbers? Is it a joined outcome of different things or is it just one thing that you keep nailing over and over again? And is that one thing compensating for those other elements that simply don’t do the trick?
The questions go on: Is there anything you can do to make your profit even bigger? Are you spending time and money on something that isn’t effective at all? Do you know what type of content was responsible for the most leads and conversions?
If you don’t know the answers to these questions about your business, it is time to find your KPIs.
Content Creation KPIs
Content marketing obviously starts with content. However, a thing that is often overlooked is the notion that only the results that come out of it are worth measuring. Not entirely true.
The creation process starts with the idea. A good and unique idea is what sets you in front of your competition. So how many of them are you and your team generating within a given time frame?
This might look like a trivial thing, but it is actually very important. Original content that you will be the first one to cover or elaborate on is priceless from multiple obvious reasons. The number of content ideas that will turn into reality is a KPI you should be monitoring and constantly marking an increase.
However, there is another, more scalable KPI that is directly tied to ROI – the cost of content creation.
The resources you allocate for content creation, as well as the budget you have for paid advertising should always be lower than what you will earn in return. This is only logical – why else would you be putting your efforts into something if you are not getting anything out of it.
However, even though it might seem evident, it is more often than not that marketers overlook this and don’t track their spendings. Your key KPI in content creation is exactly this – is your content resources giving you enough in return?
According to a study, content marketing gets three times the leads per every dollar spent when compared to paid advertising. However, that’s the average figure that proves that investing in content marketing is worth it. For some companies, it might be five times, yet for others, it might be virtually zero if content marketing isn’t done right. Measuring this will give you a clear indicator if you have enough fruit to harvest. If not, then it is time to change something and maximize the ROI.
User Engagement KPIs
According to a study done by Google, 71% of the total CTR goes to the result on the first page of the search results. Out of that 71%, 30% go to the first result, 20% to the second and 10% to the third according to a different source. The remaining 11% is distributed between the remaining results on the first page.
This is a clear indicator of the importance of SEO. How often does your content make it in the top five of the search results for your targeted keywords? Is your content visible enough? Visibility is a key KPI you need to closely monitor since having the best content doesn’t mean anything if nobody can see it.
Consequently from the previous KPI, if your exposure is increasing, your audience should be growing as well. Good placement in search engine results and social media exposure does not necessarily mean that your audience will grow, even though they are definitely related.
While it is true that search engine algorithms are able to analyze user behavior and accurately conclude what content will provide value to customers, that’s not always 100% correct. Are your SEO efforts followed by leads and conversions? Users and search engines might not always agree judging by the numbers, which is why measuring this KPI is important.
If your SEO efforts are proving worthy but your audience growth does not follow the success, it is time to change your content approach.
ROI Through Leads and Conversions
Even though the previous KPIs are important, as a marketer, you are well aware that ROI by far surpasses the importance of other metrics. ROI is the ultimate metric that will determine if what you are doing is worth it. After all, if you are investing without getting anything in return, you are clearly making a loss.
Your content strategy needs to translate to measurable results in the form of leads and conversions. The important KPIs at this stage is deeply connected to how your content influences the sales.
The main goals of your content are to generate new leads, promote conversion and drive sales. Still, measuring all of these can be challenging since a lot of different factors can influence these and they can’t be attributed to one thing only.
Lead generation will be the only way to accurately measure this KPI. The first point of interaction between the content and the potential customer is where you need to be looking. If that ends with a lead or even better – a conversion, you can conclude that the content is doing its purpose.
Measuring the results and learning from your findings is important for every business. Only by monitoring your KPIs you can find out your magic formula for success and optimize your content to perform even bigger and better.
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