Content is the king that can either make or break your business. And, this is why content marketing takes utmost priority in marketing. Here’s the catch, if you can’t measure it properly, you won’t be able to strategize it rightly either.
To measure every piece of content, first, you have to ascertain at which level of the marketing funnel you are standing. Confused as to what is a marketing funnel? Don’t worry! Here’s a brief
The Marketing funnel concept started in 1898 to chronologically describe the theoretical journey of a customer and to place the right message at the right time to the right person. This funnel is categorized into the following four elements -
Customers at every different level require diverse content at different times. Therefore, you need to choose the right metrics to measure the necessary content at the right funnel stage. Here are some content marketing funnel KPIs for you to consider while analyzing your performance over time.
Key Performance Indicators
It is the initial stage, where content is used to make the user aware of your product/services. To let them know that you also have solutions for their problems. At this stage visibility is of utmost priority, the more you are visible the more users you will take to the next level.
Let’s see some of these KPIs -
Organic Search Impression
Search engine result pages i.e. SERP makes it possible to be visible to the audiences. You have to be seen at the forefront of any platform, to let the users know about your presence in that particular industry.
Repetition makes reputation and reputation make customers.
Therefore, you have to repeatedly come at the searcher's query to make him your customer.
To measure this, organic search impressions are the best feature available on Google Search Console and Bing Webmaster tools.
Share of Voice
The next indicator you can use is Share of Voice (SoV). It tells you how many times SERP has shown your name in proportion to total searches of a particular keyword
For example, if you had appeared in 2 out of 10 searches for the particular keyword, your SoV would have been 20%. Share of Voice is always represented in the percentage unit.
This performance indicator lets you know whether your content is at least made into the options list of the user or not.
Users who have landed on your site are new users. This indicator tells you more than other ones, through different platforms how many searchers have found your content.
For this, you can make the best use of the “Landing Page” feature under “Site content” available in Google Analytics.
Content Engagement KPIs
It is one step ahead of awareness, a stage where users actually show their interest in your content and business and would really think about engaging with you.
Here are some of the KPIs-
Clicks on your site show that your title and meta description of the content was compelling and inquisitive enough, to let the viewer turn into a reader.
Measure clicks, from different platforms, separately, that are driving traffic to your site. It will help you learn other details also, like users of what age and preferences from which platform are engaging more.
All the platforms have their own analytical feature of tracking clicks like Google search console etc.
To get one step further in analyzing performance, track the bounce rate of your page. Bounce rate is the time period between entering and exiting a page.
Google Analytics gives you the option to track the bounce rate for the whole page. You can also separately see if there is any specific source that has increased the bounce rate drastically.
It lets you know the reaction of different kinds of audiences engaging with your content or not.
Sometimes users mistakenly click on your site, which increases your click rate and bounce rate proportionately. But scrolling through the page is only done when the user is sure that he/she will find something worthy on your page.
Isn’t it interesting? that you can also track the scrolls of your page. With Google tag manager and Google analytics, scrolling can also be tracked and measured just like any other performance indicator.
That’s why it's one of the best content marketing funnel KPIs among all the others.
Average time on page
Scrolling also leads to more time spent on a page. If you can track scrolling, then the Average time on a page can also be calculated by search engines.
This indicator tells you the average time spent on your page is relevant to the content and whether the user is seriously engaging or just passing through.
For example, your content is 2000 words with a reading time of 15 mins. If users have spent less than 2 mins, then it is clear that the specific content is not providing much value to audiences.
To track the Average time on a page, with Google Analytics, click on Reports, choose the “Behavior” option and view “All Pages” in “Site Content.”
The ultimate goal, for which content is posted all over the internet, is monetization. To reach the conversion level, you have to cross the above two steps.
Here are some of the best Content marketing funnel KPIs for your reference, so that you can leverage this advantage in creating and publishing your work.
For every site, the meaning of goal completion is a different thing. For an educational site, the goal may be to fill out a form, for an entertainment site - the goal may be to complete a survey and for any other site, it may be to download a video or make a purchase.
A plethora of options are out there, as per your content you have to decide what actual goal completion is for you. And this goal achievement is a type of conversion.
As mentioned above, Google Analytics and Google Tag Manager can help you track these metrics.
Purchase is, without the slightest doubt, the best conversion indicator. A user who is seriously interested in doing business, will not make excuses for buying, he will buy it the next second he decides and becomes a customer.
If you wish to track purchases, add a new segment in Google Analytics under the “Advanced” Option under the head “Conditions”.
It is advised to check Return on Investment in regular intervals, to know how much profit you are earning on your content.
To run your business you need to have revenue, which is compounding time after time. Hence, you need to calculate ROI on your content marketing efforts.
Sum all of your investment that went into creating the content and calculate all the earnings from that specific content, you will get the ROI yourself.
To track ROI use the same step as mentioned above in the “Purchase” section.
What makes your content much more worthy and reliable? It's when the same users come back again and again to receive the value that your content provides. This is what makes the customer feel loyalty towards you.
Do you know, it is believed in the marketing industry that Retention is much cheaper than acquiring a new customer?
Not only track revenue, but you also need to track how much money has been saved by retaining the users.
You know what’s amazing? Every time a visitor visits your site, Google Analytics will tell you whether it’s a new visitor or returning visitor.
If a user visits your content for the first time and never returns, it’s a negative indicator for you. It means either your content or target audience or promotion strategy might not be in place.
Therefore, you need to ensure that the ratio between return users to new users is more weighing towards the former.
Track this key indicator in Google Analytics under the section, “Behavior”.
Not only repeat visits, but repeat business is also a tracker for conversions. A customer only comes again to do business, when he is fully satisfied with your services and the value he derives from your services.
However, Google will not help you in tracking repeat business, it can be done either by your respective point-of-sale system or a customer relationship management system, whichever you have employed in your business.
Now you are all ready to track, measure and analyze each piece of content at every stage. Tracking these metrics is an important step to understand the success of your content marketing efforts.
In case you have any doubt. Here are some of the quick FAQs -
- What are the KPIs for content marketing?
Content marketing funnel KPIs include awareness indicators, content engagement indicators, and conversion indicators. It helps in measuring content at each level.
- How do you measure the effectiveness of content marketing?
By measuring its clicks and scroll depth of the page. You can also consider the average time spent on a page as an effective measure to highlight.
- What is a content KPI?
Content key performance indicators are nothing but those metrics that let you know how your content is performing over a period of time, down the line in a content marketing funnel.
- What are the 4 key types of content metrics?
Here are 4 key types of content metrics i.e. Organic search impressions, Average time spent on a page, Revenue and Return users.