Find out how to choose and monitor the right metrics and KPIs to understand if your content marketing strategy is really successful.
Content marketing is a type of marketing based on creating and sharing content aimed at acquiring (and/or retaining) customers and monetizing an activity on the web. The aforementioned contents can take different forms: ranging from articles to videos, passing through infographics, photos, guides, and seminars. To verify the effectiveness of such a marketing strategy, it is important to keep some specific KPIs under control. Let’s find out what they are.
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The English acronym KPI stands for Key Performance Indicators, and in Italian, it can be translated as Key Performance Indicators. It defines the set of indicators useful for measuring the performance of a given activity or a given process; in this case, a content marketing strategy.
The most suitable KPIs to measure the quality of the work done during a content marketing activity varies according to the channel used but must also be considered from a global perspective determined by the overall strategy.
Traditionally, KPIs for content marketing is divided into four macro-categories, namely:
The first macro-category includes all the indicators showing how often users have come into contact with the content. For example, the most useful KPIs of a corporate blog in this sense may be the data relating to the number of visits and the duration of the sessions, while in the event that the proposed content is a downloadable resource, it may be the number of downloads. And again: for videos, the focus falls on views; in the case of email marketing, the KPI to monitor is, for example, the open rate (the number of emails opened out of the total emails delivered), while on social networks, the data to be to keep under observation is, in this sense, the click-through rate(which indicates the number of clicks generated by an ad compared to the number of times the same ad was viewed).
Sharing metrics, on the other hand, as the name suggests, highlights how much content is shared. In this case, therefore, the KPIs are the number of shares, likes, retweets, and mail forwards, in addition to the engagement rate. These specific data express the percentage ratio between the volume of interactions generated by the content and the total number of views.
The Lead generation metrics category goes into more specifics, turning the spotlight on how often a piece of content determines a user’s conversion into a lead. The conversion rate defines the percentage of users who made a call to action in an advertising campaign. In the specific case of an email marketing campaign, the data to be monitored in this context is, for example, that relating to the number of new subscriptions to a newsletter ( mail subscriptions ).
The ultimate goal of every online advertising campaign is to monetize. Therefore, among the key performance indicators for content marketing, a special mention goes to the impact on content sales, i.e., that content’s ability to generate economic value.
The world of web marketing is constantly developing, and its strategies and techniques are increasingly refined, as well as the methodologies for monitoring and measuring results. For this reason, providing a complete overview of all KPIs for content marketing is virtually impossible. If you need advice in this regard, rely on professionals in the sector for personalized advice.
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