Content Marketing KPI Master List: 15 Metrics to Track
By Indeed Editorial Team
Updated October 17, 2022
Published September 15, 2021
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
When using web content to market products and services, understanding their impact and reach is key to your success. A content marketing KPI is a measurement that helps you understand the success of your campaigns and refine your content strategies. If you work in the digital marketing field, learning about these metrics is useful for developing a plan to track your content. In this article, we explain the basics of content marketing KPIs and share a list of the top metrics for content marketing to track.
What are content marketing KPIs?
Content marketing KPIs are a value that you measure to determine the success of your web posts such as videos, articles and posts. They determine how users engage with your posts, share them with others and use your content to generate value for you and your clients. There are many types of content marketing KPIs, ranging from metrics that focus on user behavior to ones that emphasize financial outcomes of your digital marketing campaigns.
Why are content marketing KPIs important?
Using KPIs to track your content marketing campaigns is important because they provide you with insights about how viewers perceive your content. You can then use this information to adjust your future content strategies and create blog posts, web copy and other deliverables that attract more visitors and generate more income. Using KPIs also provides you with evidence of how effective your content campaigns are, which you can use to attract more clients and advertise your services.
15 types of content marketing KPIs
Here are some useful KPIs to track as a digital content professional:
The number of comments on your posts are a good indicator of how engaged people are with your content. When tracking comments as a KPI, filter comments for auto-generated posts from bots and compare average numbers of comments from past posts to look for growth. Identifying which posts have the highest number of comments can show you which posts receive the most attention and engagement from your target audience.
2. Links to page
When other websites link to your content, this can direct viewers to your page and increase its effectiveness as a marketing tool. Inbound links are also an effective tool for increasing your credibility as a content creator, which can improve your organic search rankings. Some digital marketing tools automatically track when other sites link to your page, making it easy for you to gather details about this KPI.
3. Acquisition cost
To understand if you're earning money from a content marketing campaign, you first need to know how much you spend to acquire each customer. Gather information on your costs to produce content, host your website, pay for ads and draw traffic to your website to attract paying leads. Knowing your customer acquisition cost can also help you find more efficient strategies to generate content and connect with customers.
4. Click-through rate
The click-through rate is the frequency with which visitors to your webpage click on links in your content. When people use links to navigate your website, explore affiliated companies or make purchases, this signifies a high level of engagement. By tracking your click-through rate, you can understand the effectiveness of your content and learn which content production strategies promote the most interest in viewers.
5. Bounce rate
The bounce rate on your page is the ratio of visitors who quickly click away after initially visiting the webpage. Several factors can cause bounce rate, including a page that loads slowly, an inaccessible user interface or uninteresting content. Reviewing your bounce rate regularly can help you notice if there's a problem with your interface that discourages viewers from interacting with your content.
6. Task conversions
The ultimate goal of web content in the marketing industry is to encourage some type of conversion, such as purchasing a product or signing up for an email list. Whenever possible, track these conversions directly. There are many different widgets and tools you can use to track user behaviors and determine what proportions of viewers on a page complete a specific task.
7. Sales cycle duration
Knowing the length of time it takes for a viewer to make a purchase after initially viewing a piece of content is helpful for guiding your content strategy. For example, after a potential customer follows your social media page, they may view an average of five posts over the course of a week before clicking on one and making a purchase. Understanding this information can help you pitch campaigns to clients and project information about the results of your content plans.
8. Referral rate
If you include referral links in your content, you can use them as a KPI to determine how many of your viewers complete your call-to-action for an advertisement. For example, you may post a video and feature a unique referral link to one of your products that viewers can click for a discount. By tracking this link, you can determine exactly how many people made a purchase because of your video content.
9. Unique website visits
Understanding how many unique visitors view your website provides you with information about how many people your content reaches over a certain period of time. This allows you to track your growth and popularity with new audiences. Once you already have an established base of followers, identifying unique page visits can be helpful for growing your page.
10. Content downloads
If you offer content that people can download, like e-books or infographics, track the number of downloads and saves. Downloads are a useful KPI for content marketing because they indicate an advanced level of interest in the information. When people download something, they usually want to save it for their personal reference or share it with others.
The number of people who sign up to follow your content is an excellent indication of your success. Followers on social media, subscribers to an email list or people who sign up for website alerts are all useful metrics. You can compare your total followers to average views, impressions and post engagement to determine the proportion of your followers who actually see your content. It's also important to track your growth over time to ensure that your platform is growing and attracting new fans.
12. Page views
Recording the number of page views for each individual post provides you with helpful insights about what topics users enjoy and what content formats perform well on the platforms you use. Monitoring your page views compared to sales and conversions can guide your marketing goals and objectives, providing you with benchmarks for how many views you want to reach to achieve a certain number of conversions. You can also compare your total page views to unique page visits, which provides you with details regarding how often people re-watch or re-read your content.
13. Traffic sources
Alongside achieving a certain amount of traffic on your website, it's also important to understand the source of those views. Use analytics tools to learn how many of your content viewers came from inbound links, organic searches, paid advertisements, social media and other sources. Understanding the source of traffic for your content gives you a better idea of which forms of content marketing were most effective.
14. Page shares
One of the primary goals of content marketing is to earn shares from viewers to spread the content with that person's individual network. Record how many people share each of your posts to notice trends in which posts are the most popular among your audience. This can guide your topic selection process so you brainstorm interesting subjects that spark conversation.
15. Time on page
The longer someone spends on your webpage, the most likely it is that they're reading or watching your content. Measuring the amount of time each viewer spends browsing your website or webpage can also give you an idea of how long you have to capture their attention. For example, if the average viewer spends three minutes on your website, you know that you need to put your call-to-action within the first three minutes of reading time on your articles.
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