Content Marketing KPIS (key performance indicators) enable marketers to set specific metrics that reflect performance.
You should consider which content marketing metrics are relevant. Not all metrics should be KPIs but some should be.
An example of potential KPIs:
- Content, capturing how much content did we produce.
- Earned impressions, the amount of traffic generated from sharing
- Social engagement, the rate at which people share
- Conversion rate or Conversions, the rate at which people convert or number of people converting
- Attention, how much attention consumers give our content
- People, how many real people are seeing my content.
- Content Benchmarks can be a useful starting point to consider, as they can ensure that your performance is at or better than your peers.
Quality metrics are useful KPIs as they ensure that your content is having an impact. And are harder to game. Reach is also important to establish that you are having a big enough impact on the market. You can have the best content but if not enough people are seeing it, it can’t have an impact.
What are the ways marketers can use KPIS?:
- To incentivize performance
- To maintain quality whilst scaling content
- To track performance of partner content
- For team bonuses and performance
- To identify low performing content
- To keep team focused on the right things
What is the best content marketing KPI?
The best content marketing KPI is the one that ensures content delivers on your business and marketing objectives. That means it is tailored to each business and their situation.
This is part of our Guide to Content Marketing Analytics .