Do you know how well your content marketing campaigns are performing?
Before you move on to your next campaign, you should take some time to evaluate the effectiveness of the current one.
Why is It Important to Track Content Marketing KPIs?
You cannot improve something without identifying what areas need improvement.
Tracking the right KPIs (key performance indicators) is the secret to running a successful content marketing campaign. It can help you pinpoint mistakes and come up with ways to fix them.
How Can You Track the Right Content Marketing KPIs?
It is no secret that marketers often struggle with measuring the effectiveness of their content marketing campaigns.
Here’s how you can evaluate the performance of your content marketing efforts:
1. Be Clear About Your Goals
Before you get started with your campaign, list down your goals in order of priority. Define what you’re planning to achieve.
2. Establish Relevant KPIs
Next, tie each one of your goals with the relevant and measurable KPIs.
For instance, if you want to increase brand awareness, you can monitor KPIs like your content’s engagement rate, the number of article views and inbound links, and follower growth.
On the other hand, if your target is to generate quality leads, you can keep a tab on your click-through rate and cost per lead.
This will help you understand if your content is engaging enough, if your calls-to-action (CTAs) are working well, and if your efforts are worth it.
3. Reassess Your KPIs
If you keep tracking the same KPIs forever, your results may end up being skewed. That’s because is your business goals evolve with time as your business matures.
In addition, the world of content is highly dynamic. So, it would only make sense for you to reassess and update your KPIs time and again.
All that being said, content marketing requires a lot of effort and time.
Luckily, a number of content marketing platforms can help you lighten the workload. They can help you organize and manage different aspects of your campaign.
Shane Barker reviewed some of the best platforms on his blog, ShaneBarker.com.
The infographic below will also give you more insights into the evaluation process of your content marketing campaigns.
Image Courtesy: shanebarker.com