Measuring the success of a content marketing campaign can be challenging and involves many different components. Content marketing does so much more than generate leads, making it difficult to truly assess your return on investment. Brand awareness, top-of-the-funnel leads, social media followers, blog subscribers, and brand evangelists are all offshoots of content marketing campaigns. Here we take a look at which KPIs accurately measure content marketing success.
Blog Posts
- Website Traffic – How many website visits does your blog generate?
- Unique Visitors – How many different people account for those views?
- New Vs. Returning Visitors – Are you gaining new visitors?
- Time On Site – How long are people spending on your website?
- Average Time On Page – How much time are visitors spending on each page?
- Bounce Rate – How many people don’t click further into your website?
- Exit Rate – Which pages cause people to leave your site?
- Page Views – Which pages are gaining the most views?
- Page Views Per Visit – How many pages do people view each visit?
- Traffic Sources – What channels are generating your website traffic?
- Mobile Vs. Desktop Visitors – Which devices are people finding you on?
- Open Rate – What percentage of recipients are opening your email?
- Conversion Rate – What percentage of people are downloading your offer?
- Opt-Out Rate – What percentage of recipients are unsubscribing
- Subscribers – How many people subscribe to updates from your blog?
- Churn Rate – How many subscribers are you gaining versus losing?
- Click-Through Rate – What percentage of those that open click a link?
- Delivery Rate – What percentage of your contacts are receiving your email?
Social Media
- Followers – How many followers do you have across social channels?
- Clicks – How many post clicks are you receiving?
- Shares – How many shares are your posts getting?
- Comments – Are people commenting on your posts?
- Post Reach – How many people are your posts getting in front of?
- Website Visits – How many website visits are you generating through social?
- Conversions – How many of those visits download or sign up for an offer?
PPC Campaigns
- Cost Per Click – How much are you spending for someone to click on your ad?
- Click-Through Rate – What percentage that sees your ad click on it?
- Conversions – How many people convert on your landing page?
- Conversion Rate – What percentage of clicks convert on your website?
- Cost Per Conversion – What is your total ad spend divided by conversions?
- Cost Per Sale – What is your total ad spend divided by the number of sales?
- Impressions – How many times did your ad reach a target contact?
- Total Spend – How much did you spend on the advertising campaign?
- ROI – How much new revenue did you generate versus spend on the campaign?
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