What Critical Key Performance Indicators Should You Be Tracking?
While having a content marketing strategy can certainly help you with your business, knowing if you are effective in your efforts can be a challenge. If you are posting content and crossing your fingers in hopes that it would be working on its own, not only are you taking a chance, but you may be wasting time and resources. Having a strategy to gauge the performance of your content can ensure it is working and paying off in the short- and long-term. These content marketing tips can help you track the most important key performance indicators (KPIs) to ensure you are making solid headway with your company content.
1. Total Engagement
The main KPI that is important to know if your content is performing as it should is the amount of engagement you are receiving. Understanding how long a visitor spends with your content is a strong indication of their engagement level. The longer they are on your site, the better your chances are of capturing them as a customer and making them a loyal consumer for life. They are more likely to buy from you and return again for another purchase.
2. Shares With Others
When you see that your followers are sharing your content with others, you know instantly that they like the content that you are posting. The more shares you receive on a post, the more likely you are to increase the number of followers on your site. Those that share your posts with others know that their friends will like the content too. This can help lead new customers to your site and make them into customers that eventually buy from you.
3. Generated Leads
Leads are the bread and butter of your business. Without leads, you are posting content without any results. Tracking the number of leads that you generate from your content can help you identify which posts are working and which content is underperforming. Leads that convert are even better indicators of how well your content is working and can help provide you the results you are looking for.
4. Content Click-Throughs
One of the most telling content marketing tips available to businesses is content click-thoughs. This can tell you if visitors to your site want more information. A visitor that clicks through to more content on your site is interested and engaged in the message you have provided. They want to learn more. They may even want to buy from you and are searching for the information they need to make an informed decision.
5. Customer Comments
When your customers comment on the content that you have provided, it is an efficient way to understand how they feel about the post you have provided. Reading through the comments or looking at how many visitors took the time to comment, can help you see if your content is working. This can help you understand if your content is connecting with your customers the way that you intended it to.
6. Unique Visitors
Now, it is great to have your loyal fanbase that continues to visit your content. But, you do want to expand your reach and connect with new potential customers. Examining the number of unique visitors to your site can help you see if your following is growing. With unique visitors, you are able to see new and existing customers to your site and whether or not your content is converting as it should.
7. Repeat Visits
But, like unique visitors, repeat visitors are important too. When a follower of your content returns, again and again, this is a clear sign that they are enamored with the message you have provided. They want more and are checking your site often to see if a new post has been provided. They may be weighing the decision to buy from you and need some coaxing with new content to take the plunge.
8. Content Links
Looking for links from other sites is another of these content marketing tips that can be critical to your success. Organic links that lead to your site are a boon as they can increase traffic to your content and help you get new customers to buy your company products and services. Natural links form when another business or organization sees the potential if your content and wants to be connected to it. They may see value in providing a link to their visitors, benefiting you tenfold. Don’t count out referral links as this can also drive traffic to your site. Referral links help expand your reach and get likeminded customers to your site that will also enjoy the content you are providing.
9. Return On Investment
Measuring your return on investment (ROI) is a KPI that cannot be ignored. Understanding your costs and the money you are generating from your content is key to knowing if it is performing as it should. Without strong ROI, you are just spinning your wheels and not see the real results of your hard work. Knowing that you are generating revenue from your content can help justify its existence and ensure that you continue on with your efforts.
10. Sales Increases
As you post new and engaging content to your site, you need to understand if your sales are increasing as a result. Tracking the ebbs and flows of your sales revenue can help see if a particular post was the result of your profit growth. Timing your content to coincide with a special offer or promotion can help you drive your sales numbers and provide you with hefty increases in your sales volume. Keeping an eye on sales growth can provide you the ammo you need to continue your content marketing efforts and benefit from its message.
As you venture on with your content marketing efforts, keep these essential KPIs in mind. They are content marketing tips that can help you improve your content strategy and ensure you get the results you are looking for from your posts.
Chief Content Officer
Annie has over 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.
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