KPIs, or key performance indicators, are responsible for checking and measuring your success rate in each project and using specific metrics to evaluate your progress at each stage of the marketing funnel.
As all your strategies on the website should have specific KPIs, in this article I am going to specifically review the KPI that you should monitor in your content marketing as well as your blog.
For many years, content marketing has been considered as one of the main pillars of marketing science and has marginalized or dominated some of the other most important parts of marketing that played a vital role in the success of projects and campaigns in the past.
This means that these strategies cannot achieve the level of success we expect without benefiting from rich, alternative, and fresh content.
In terms of content marketing, if we can’t find criteria to measure the success of our strategy and, most importantly, measure it, we won’t be able to understand where we stand in the world!
Once you understand where you are in the marketing funnel, you can find standard metrics for the success of your content pipeline. What we are going to learn together in this article.
Table of Contents
Awareness KPI is exactly the stage when you attract the attention of someone who is passing by you and is looking for a savior for his problem.
This problem can be answering a simple question, buying a product, enrolling in a course, etc. To be able to check your brand awareness, I recommend you to use the search console and by filtering Query and Brand Name at the same time, as well as your position in the search engine or Google results page, you can find your brand awareness for a specific product. Place an evaluation.
When you post an article on the site? Google evaluates your website and content with several different technical criteria and gives you a specific rank in the SERP (under a specific keyword) according to these metrics.
Every time a specific keyword that your content is related to is searched for (even if not clicked), your site’s impression will increase by the same amount. The user just needs to click the page you are on.
What do I mean if you are on page 5 of Google, to get an impression, the user must click on page 5 of Google. This! If you are on page one, there is no need to do anything because you will be shown to the user for every search.
To check this feature, you should use the Google console search tool.
Share of Voice
SoV is a measure obtained by dividing the number of times your brand name appears in target keywords by the total number of searches.
For example, if the word “SEO training” is seen about 200 times among 1000 SEO training searches, my SoV for this word is 20%.
This metric gives you a good idea of whether or not your content is showing up for searches related to the content you created.
SOV = your brand’s measures / Total market measures
New users are those who have never visited your site before. Therefore, they are a good indicator of how many people found you through a particular piece of content. You can use the Google Analytics panel to check this metric.
Number of visits with different devices
However, some visitors will find your website through social networks like Instagram and devices like tablets and mobiles. What percentage of them read your content on these devices? This content KPI will help you optimize your website design for a variety of devices.
The click rate is perhaps the least sign that tells you that you have a good title!
You can easily measure your click rate on Google search, social network posts, and any other platform. Click-through rate is perhaps one of the most important criteria that you should consider about the content you have placed on your website. From this data, you can understand the user’s interest in a content branch and plan to strengthen yourself in this field.
Currently, the best tools for checking site content are Google Analytics and Google Search Console, which you can easily add to your site and use the data it provides.
The bounce rate, which was fully discussed in the article, means that a user who has entered your site leaves the site without making any clicks or actions.
Note: Bounce rate depends on many criteria and its analysis and analysis is simply possible and cannot lead you to a specific conclusion, so I recommend you to check the average time on site in addition to this index. Also, check and examine these two criteria simultaneously.
Scroll depth or user navigation on the site is another important criterion that you should consider in content analysis. The advantage of this metric compared to the other metrics is that it cannot be falsified or deviated from the data.
The user reads part of your content and according to the amount of scrolling, a Goal is registered for you.
To be able to monitor your pages or even private content or change your scroll target, for example, 50%, 75%, and 100% use Google Tag Manager and add it to your Google Analytics dashboard.
This section can include any type of goal; from downloading a pdf file, watching a video, listening to a podcast, etc., according to what process you are trying to complete in your content and what you want the user to do, this goal can be different. You should use Google Tag Manager to create a goal and analyze the data in Google Analytics.
You can easily target your money pages in Google Analytics and at the end of each period (usually monthly) see the amount of input to these landings, conversion rate, payments, etc. The subject that you should pay attention to in this section is the calculation of ROI or the rate of return on investment. You should know how much you have spent on your content marketing and how much of these costs have returned to you from this channel.