What is your marketing goal for 2017? Is it to increase website traffic? To rank higher on Google? Or to convert twice as many leads to customers? Whatever the goal is you need to track, test and measure different metrics to determine your performance and provide an insight into future marketing strategies. KPIsallow marketers to identify how each of your marketing initiatives stack up against one another, determine the ROI of each activity and quantify your current performance.
KPIs vary from business to business—every marketing department will have a different goal, a different strategy and will be targeting a different stage of the marketing funnel.
There are a lot ofmetrics to dig into, but there’s no single set of metrics that provide all the answers. The following 6 KPIs will determine the monthly performance of your 2017 content marketing strategy.
Site Visits & Blog Views
Are your marketing efforts effective? Site visits refers to the number of people who reach your website from somewhere outside of your website domain. The number of visits will determine the size of your audience and establish whether your content marketing strategy is working and driving more traffic to the website as a whole. Blog views refers to the total views of all blog posts for a selected time frame. Track this monthly to see whether blog views are increasing and to determine monthly trends, i.e. do some months perform better than others? It’s possible to dig deeper and track the number of page views for each individual blog—this will enable you to determine more trends, i.e. what author writes the most traffic-generating posts?
This is an essential metric to measure the success of your content marketing, especially at the early stages of an inbound marketing strategy when there is little else to report on. A high volume of page views doesn’t necessarily guarantee that visitors are engaging with your content—aChartbeat report showed that of 100,000 page visits to the site over a week, about 34,000 of them resulted in users leaving after less than 15 seconds of interacting with the page. It’s important to know how long your content is capturing the attention of your target audience and determine which blogs are more engaging than others. Increasing engagement is key to driving more leads—according toChartbeat, visitors who engage with content for at least three minutes are twice as likely to return to your site.
Where is the traffic to your blog coming from? Social media? Organic search? Referrals? The source of traffic is important to help you find areas of further optimisation. Sources show you how visitors are discovering your site, measure top-of-the-funnel channels and help make more informed decisions about where to invest your marketing money. It gives you an insight into your high-performing channels and shows you where the biggest opportunity for growth is.
CTA conversion rate
CTAs are arguably one of the most important parts of your content marketing strategy. A great CTA will direct users into taking the desired action, improve conversion rates and ultimately help your website achieve its defined objectives. CTA conversion rate is therefore probably one of the most important metrics to track. Are you including lead-generating CTAs? A low conversion rate shows that you are either attracting the wrong kind of visitor to your site, or your content marketing strategy is not effective at convincing your visitors that you offer the right solution to their problem.
Each blog post and subsequent landing page is a new opportunity to generate new leads and it’s important to know how many leads your blog generates. Are your blogs with e-books, tools and resources driving downloads and pushing visitors further down the marketing funnel? You need to track whether your content is converting traffic into leads, which can then be nurtured into customers.
These KPIs will determine and establish what is working in your content marketing strategy so you spend your marketing money more wisely.