Today, most businesses are leveraging content marketing to achieve their goals.
The real question is: is it really benefiting you?
The world of content is vast and unpredictable, to say the least. So, before pumping more resources into your content marketing campaign, spare some time to measure its success.
To be sure you’re doing content evaluation right, ask yourself a few important questions such as.
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Do Your Content Marketing KPIs Align with Your Campaign Goals?
Are you tracking metrics related to the results you want to achieve?
One of the biggest mistakes marketers make is to start evaluating their content without being aware of their goals.
For instance, if your primary goal is increasing brand awareness, tracking your conversion rate will not make sense. Instead, you should track KPIs like an increase in site traffic, engagement rate, social shares, and inbound links.
All in all, be clear about your goals right at the outset of your campaign.
Is Your Basket of Content Marketing KPIs Balanced?
For unbiased performance evaluation, ensure that you track a variety of KPIs.
Here are two common practices you should steer clear of.
- Only taking into account easily trackable KPIs: KPIs like article views and engagement rates are just like the tip of the iceberg.
Depending on your goals, you should try to monitor metrics that may be less visible and difficult to track as well.
- Only measuring metrics that directly contribute to revenue generation. Not all types of content generate easily quantifiable results. However, this doen’t mean that such content has no purpose.
So, do not sideline KPIs that contribute to revenue generation indirectly such as audience engagement.
Are You Revisiting Your Content Marketing KPIs?
Chances are that your goals and content marketing strategies are constantly changing. This is especially true for startups and small businesses.
In addition, audience demands are also exceptionally dynamic. So, it is necessary to reassess your goals and KPIs regularly and make relevant changes.
Measuring the wrong metrics can keep you from reaping maximum benefits from your content marketing campaigns.
It’s Time to Get Started
These questions will help you choose and track the right KPIs for your content marketing campaigns. You can then optimize your strategy to drive better results.
If you need help to streamline your content marketing efforts, consider using reliable content marketing platforms. Read my post published on ShaneBarker.com for a list of the best platforms out there.
Also, check out the infographic below to learn more about content marketing goals and KPIs.