Shane Barker 15 March 2021

Categories Content

The Most Important Content Marketing KPIs and How to Track Goals

How can you effectively evaluate the success of your content marketing campaigns? Check out some of the most crucial content marketing KPIs you need to use.

Though content marketing is a crucial strategy for businesses big or small, it doesn’t always translate into great results. It also takes time before you can build audience trust, educate leads, and convince them to convert.

What’s more?

You need to establish goals for each content marketing campaign you run and track performance. 

Problem is, do you know what results you should aim for? Does your team track the right things?

In this post, we list some content marketing KPIs (key performance indicators) you should track when running content marketing campaigns.

Ready to find out what they are? Read on:

Tracking Content Marketing KPIs: A Guide

Which metrics should you focus on?

Well, the answer to this question depends on your goals. Then, once you identify what you want to accomplish, it becomes easy to tie this in with KPIs that can help you track performance.

Now based on this, we will examine the KPIs and goals they can help you track.

Let’s get started.

Goal #1: Boost Brand Awareness

Do you want your content to help you increase brand awareness?

Then you need to create highly relevant content your audience enjoys reading and sharing.

But once you create it, how do you track performance?

KPIs you can use to track brand awareness include:

• Article views
• Social shares
• Audience engagement
• Follower or subscriber growth
• Number of quality inbound links

Goal #2: Generate Quality Leads

Want to attract more qualified prospects to your business?

Create valuable content that delights or helps your ideal buyer solve a pain point. You should also include clear calls-to-action and publish on platforms they frequent.

But how do you track successful lead generation?

• Click-through rates
• Conversion rate
• Time to conversion
• Cost per click
• Cost per lead

Goal #3: Increase Engagement

How does your target audience feel about your products, services, or brand?

You want to create content that makes your audience notice your products or services and get familiar with them. Creating content that your audience engages with can also help you know more about what they prefer or want.

But which KPIs can you use to track engagement?

• Click-through rates
• Comments
• Social shares
• Average time spent on site
• Bounce rates
• Return visits

But that’s not all you should track when measuring your content marketing performance.

For a more in-depth look at the content goals and KPIs you can use to track performance, the infographic below can help. Check it out!

Infographic via ShaneBarker.com