8 Important KPIs That Ideally Measure Your Content Marketing Efforts
- December 15, 2018
- Content Marketing
The role of every marketer in this world is to create content for a specific brand distribute it to the audience through specific channels. But what lies underneath is the constant monitoring and measuring of how the content is performing in the real world.
As a digital marketer, you need to monitor and measure your marketing KPIs to validate your marketing campaigns. Different tracking tools provide you with more opportunity in elevating your marketing efforts like than ever before. Metrics tracking will inform you all about your marketing drawbacks and help you fix them so that you can achieve better results in the future.
There lies a multitude of metrics to keep an eye on the performance of a content piece, based on its type, format and distribution channels.
This is a crucial marketing KPI which is often neglected by most of the marketers. Every time a page is refreshed, a page view is counted. A high page view count represents that your audience is engaged with your content and they are visiting your site regularly for more updates. This is a primary KPI, which is incredibly essential for gauging the performance of content in the specific landing pages of your website.
Unique Visitors act as standardized measures of the total number of individuals viewing your content within a given time frame. It is determined by cookie, that does not count the repeat visit from the same user IP or browser. Unique visitor’s metric gives a representation of how the new audience is getting connected with your content and how the popularity of your content is growing.
Average Time on Page
This is the average amount of time all visitors spend on a particular page. It all depends on the length of the post. Suppose, you are a blogger and you have posted an article having 3000 words, then the normal readability duration will roughly be estimated between 3-5 mins. But what happens if your audience is exiting the page only after 30 seconds? It means your audience is not reading your article or thumbing through the same. On the other hand, the more time users are spending on a page, the more likely it is that they are consuming your work.
This specific metric gives a measurement of the percentage of visitors who visit your website, view its pages and take an exit without taking action. This way you will be able to know the number of users you are losing because your landing might be under-performing or not delivering what’s expected by the audience. This is referred to as a high bounce rate KPI.
Google Analytics generates valuable information such as your audiences’ ages, genders and general interests. This helps you in optimising your marketing efforts more effectively.
Google Analytics displays page level details of geographical information, which in return helps you in optimising the locations that are most important to your business and its bottom line.
More the number of shares more is the belief of your audience in the content you are sharing. Your audience will share your content only if they find it valuable and worth of sharing. It offers deep learning of what type of content people love to share. Nowadays brands are providing importance to word of mouth promotions and original content promotion KPI.
Your audience might share content for a multitude of reasons such as fun, social validation, entertainment, moral values, beliefs and causes, interest, incentive, aesthetics, etc.
Technology has revolutionised the stone age mode of communication carried out by brands. Now, almost everything you publish online becomes two-way traffic in the digital world. For social media posts, comments represent how your content is approved by the readers. Whenever your audience is commenting on your social media post, it is imperative to understand that your content has created either a positive or negative impact in their minds and they want to contribute with their thoughts on the same.
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