6 KPIs For Content Marketing
Marketing is all arts and crafts.
Marketing is a cost center for my organization.
If you haven’t heard these things at least once as a marketer, you’re in the minority.
What’s more, until the digital age, arguing against these statements was near impossible. Now, marketers are lucky enough for the ability to fight these words with a long list of KPIs and ROI. Unfortunately,
Here are six quick KPIs you should measure to prove your content’s value and help dictate your content marketing strategy.
Top of Funnel KPIs
These content marketing KPIs are intended to measure awareness and interest. For the content marketer, that almost always includes both search and website metrics.
Average Position of Unbranded Terms
This is the average position of all terms that a user types into Google to surface a URL from your website. This report is “unbranded” (meaning it doesn’t include queries with your brand name) because most companies rank number one for their brand and it skews this KPI. The lower the number, the closer it is to the first position on page one. From a KPI perspective, your objective should be to get that number as low as possible.
You can calculate this KPI in Google Analytics in its search console.
Percentage of Organic Users on Website
This report can be pulled from Google Analytics’ Audience Overview by comparing and organic traffic segment to overall site traffic. Eric Ayotte, Director of Customer Strategy at content marketing software company Curata shares why this is an important KPI metric:
“Recently, top of funnel metrics like these have gotten a bad rap in the industry as “vanity metrics.” I think that’s a bit unfair. Sure, visits do not equal revenue (heck they don’t even equal conversions), but for most companies, there’d be no leads without traffic, no opportunities without leads, and no revenue without opportunities. At best, it is incomplete to only use top of funnel metrics as your indicators of success. But if you are using full funnel KPIs in the proper context, then I believe they have a place on your strategic content marketing KPI dashboard and in a data-driven content marketing strategy.”
Middle of the Funnel KPIs
These are content marketing KPIs meant to measure the depth of engagement and intent to purchase.
New Leads by Program & Asset
Take the concept of conversions a step further with this feature in a marketing automation platform to see how many new leads your premium content generated. Instead of using anonymous data like Google Analytics does, a marketing automation program should be able to show you the number of “new names” your content generated versus names that might have already existed in your database. Post-conversion, those previously “unknown” leads are now “known” leads. Because you have to create a distinct program for every piece of content to get this performance data, most marketing organizations only create programs for premium or gated assets and not for …read more
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