Marketing Fairy #22: Content Marketing KPIs You Should Follow
Own your data to help you improve your marketing
Hi there, I hope you’re well.
I’m rebuilding my side hustle and want to build this time and share the entire process publicly - including my everyday life and winnings and losings.
So, your feedback would be greatly appreciated. If you can, please hit reply and just send some of these:
👍- I like it!
🤔 - It's not bad, but I'd like more...
👎 - It sucks.
I probably pissed off some of you in my last newsletter by saying that Reach is overrated.
Photo by Kolleen Gladden on Unsplash
The news is: I haven’t changed my mind, but I want to go deeper today and say what KPIs to measure instead of reach to analyse the effects of your content marketing.
What to measure to see if your content marketing works?
I don’t know about you, but when I’m offered too many options, I feel seriously information-overdosed and overwhelmed.
The same is with KPIs or key performance indicators. If you track too many, you can end up with a pile of data you don’t know how to prioritise or analyse.
After years in content marketing, I learnt to track everything but to take and analyse just the most important.
Before diving into this, I must highlight that KPIs need to be set up and aligned with marketing goals. For content marketing, the list can be something like this:
Improve brand awareness
Generate more leads
Increase conversion rate
Increase engagement
According to a 2020 Content Marketing Institute study, the most tracked metrics for content performance are email engagement, website traffic, and website engagement.
I selected some indicators I’d analyse for a small (or more significant) business in my content marketing.
Improve brand awareness
Article views (you can use Google Analytics)
Engagement: comments and interactions
Followers growth
PRO TIP: I often look at branded Google Search in Search Console, which gives me data on how many people search for the product category and how many of our brands are precisely.
Generate more leads
Organic website traffic (and leads)
Contact to session rate (or conversion to leads rate)
Cost per lead (this is tricky to calculate for non-paid traffic
Increase conversion rate
Sales circle length
The bounce rate of specific (landing) pages
Email marketing metrics (opening rate, click rate)
Increase engagement
Website visitor session duration
Referral traffic
Social media likes, comments, shares
Content click-through rates
Analysing KPIs will show you what marketing tactics work better than others. It is a powerful tool to iterate and improve your marketing goals and actions.
All you want to do is focus on creating unique content that drives more traffic, leads, and sales.
Interesting things I found last week
Always have your target customer in mind. If you sell dog beds, is your customer a dog or his owner?
How to capitalise your headlines correctly - some basic rules and FREE tools to do it in 2 seconds.
Cool tool, Typeshare: to generate writing ideas, make, format and plan your content. I’ve just registered and started exploring.
Quote that matters
The secret of good writing by Charles Bukowski
The secret is in the line. ~ Charles Bukowski
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Thanks, you’re the best!
Warm regards,
Angelina.