Content Marketing: 18 KPIs to measure the performance of your content
Content Marketing: 18 KPIs to measure the performance of your content
During the objective definition phase, you selected the KPIs that you consider following to assess the performance of your content marketing. If they have been correctly chosen and linked to operational objectives, these indicators will allow you to transform the information obtained into a useful driver for measuring, evaluating and deciding.
Usefulness of measurement indicators (KPI)
- Ensuring the alignment between the strategic axis and the operational axis
- Measuring the ROI (return on investment)
- Evaluating how your content is received and perceived
- Correct or adjust the marketing plan
Which KPIs to use?
To measure your performance, you have a wide range of KPIs. But watch out for the overdose. You should at all costs avoid the gas plant on the pretext that the quality of the measurement is proportional to the number of KPIs used. Take care to choose only a few really useful and relevant indicators and make them evolve according to your needs.
This article will focus on several indicators (KPI), grouped within four measurement families:
- Websites and blogs
- Social networks
- E-mailing and newsletter
1 – Website and Blog
Unique Visitors (VU)
Unique visits give information on the number of people who saw your content during a given session (often over a period of 30 days). Do not hesitate to look in detail at this indicator. Unique visits to a white paper whose primary purpose is to generate leads should not be viewed with the same regard as unique visits to an article or video.
Visteurs Réguliers (VR)  This indicator delivers information on people who return to your site, your blog or regularly consult your content. It tells you about the quality and relevance of the content you offer them. It measures and informs you about the nature and strength of the bond forged with these visitors. One of the objectives of content marketing is to multiply the opportunities for visits and the points of contact with the target audiences in order to install a lasting and followed relationship in the hope of bringing them into your marketing scenario.
Where does your traffic come from? This indicator will be answered by this question. It's about pinpointing where your readership is. Reports from your hosting provider can be a good start. But to go further, use Google Analytics to access complete and detailed geographic information.
This indicator measures the total number of pages viewed (displayed or reloaded by a browser). Very useful if you compare it to Unique Visitors. What does it mean, for example, a higher number of page views than a number of unique visitors? May your audience be loyal to you because they regularly consult your content. The joint analysis of these two indicators will help you to bring together, synchronize and better adjust the functioning of the Content – Audience couple.
The longer the visitors stay on your site, the higher the probability to attract them to other pages and at the same time to arouse their interest in your editorial offer. This indicator is useful for measuring the degree of retention obtained by your content.
Bounce rate measures the number of people who leave your site or blog after viewing only one page. A high bounce rate means that you lose your visitors very quickly, certainly due to an editorial line deemed to be of low quality or not meeting their expectations. A bad bounce rate will have negative consequences on the initialization process of funnel marketing.
2- SOCIAL NETWORKS  This is to measure awareness, community growth and interactions obtained by your publications (content) on each of the social networks you use.
Social networks are a good way for you publicize and strengthen the reputation of your company and its content. Which KPIs to follow?
- The reach or the range
- The impressions (views)
- The mentions
- The traffic brought by social networks.
In addition to the notoriety KPIs, you must also focus on the indicators of growth of your social communities by period (week, month, etc.) and by social network.
- The number of fans, subscribers or followers acquired
- The number of fans, subscribers or followers lost
- The net balance (number) of fans, subscribers or followers (acquired – lost)
- The growth rate of the number of subscribers
These KPIs make it possible to measure the “community noise” generated by type of publication, by period and by social network.
- The volume of interactions (retweet, like, sharing, favorites, comments) [Thegrowthrateofinteractions
- The number of clicked links
- The number of affected influencers
- The reactivity of target influencers
3- E-MAILING AND NEWSLETTER
Opening rate Regularly, you s send emails to your different targets (leads, prospects, customers). Newsletters, resource download offers or invitations to webinars, you need to calculate the proportion of people who have opened your email. The opening rate gives you
information on the relevance, quality and attractiveness of your message.
Overall click rate
This indicator allows you to calculate the clicks obtained by your emails. In the case of a Newsletter, it provides information on the level of overall engagement. However, it does not give any details on the subjects most clicked on by your readership.
Individual click rate
This indicator supplements the previous one. It tracks and measures the areas of attractiveness. Still in the case of a newsletter, it is appropriate and relevant to know which areas of content (images, texts, etc.) or subjects (themes, links, etc.) generate engagement.
This indicator (very useful in the case of a newsletter) measures the proportion of individuals who have unsubscribed. The reasons can be multiple: content poorly adjusted to expectations, surly, too frequent sending, unsuitable structure and design.
Number of leads
You produce content in order to attract visitors and transform a number of them into leads or contacts. It is a question of determining by day, week or month, the number of leads captured by each of the content made available to the targeted people and comparing these results to the forecasts.
Growth in the number of leads
You know how many leads you have generated. However, you should not be satisfied with this static data. Measuring the growth in the number of leads allows you to draw a curve and compare month by month for example, the evolution of the number of leads. This indicator provides information on the relevance and vitality of your content strategy.
Origin of leads
This indicator supplements the previous one. It allows you to measure the performance of your content by editorial format, by theme or by subject.
Natural Leads Vs Purchased Leads
Are natural leads more numerous or more qualitative compared to leads purchased or vice versa? Comparing these two indicators provides you with valuable information on the performance of each of the devices engaged by the company.
Leads transformed into customers
Generating leads is useless if you cannot make them commercially viable . A lead aims to put himself at the service of conversion. Measuring the proportion of leads transformed into customers allows you to validate the relevance of your “scoring”, your offer and your targeting. It is the justice of the peace in ROI matters.
Make sure that the indicators that you are going to follow fulfill their role and do not become because they are too numerous or not relevant enough, a hindering the efficiency of your measuring device. To measure, evaluate and decide, be qualitative in the choice of KPIs, keep it simple, get to the point…