Establishing sound measurement practices in content marketing enables you to analyze, track, and optimize performance continuously. It helps you identify what’s working, discover where you need to improve, and where to scale back for more impactful efforts. But you just can’t measure everything. Key performance indicators (KPIs) can be confusing and all-consuming, especially if you don’t measure performance against goals. So, how do you decide on what to track?

Defining Content Marketing KPIs: A Guide

To effectively identify content marketing KPIs, you need to outline your organization’s content goals. What do you expect to achieve with content marketing? Knowing where your companies’ objectives lie is essential in determining which KPIs to track. Let’s take a look at some content marketing goals and KPIs you can use to gauge performance.

Drive Engagement

The more you offer your audience value, the more likely they will be to engage with your content. Which means they will be more likely to comment, share, sign up to your trial, or even purchase your products.

Content marketing KPIs to track for this include:

  • Blog comments
  • Social media actions (likes, shares, comments, tweets, etc.)
  • Inbound links

Generate Leads

You want your content to drive audiences to download your whitepapers, share their contact details, sign up for your trial, etc.

Content KPIs to track for this include:

  • Downloads and form completions
  • Blog and email subscriptions
  • Conversion rate

Increase in Brand Awareness

Does your content reach and engage many people?

Your goal here should be to create interesting and relevant content that your audience not only loves to read but also share.

But content creation takes time, resources, and effort. How do you ensure you only provide quality content to consumers?

For this, you can leverage tools like Grammarly, Hemingway, Copyscape, Readable, etc. With these tools, you can improve your writing, increase readability, find fresh ideas, get organized, and create exceptional visuals.

Content KPIs to track for this include:

  • Traffic
  • Downloads
  • Social engagement and shares
  • Referral links
  • Video views
  • Article views
Important content marketing KPIs
Infographic by Shane Barker

Shane Barker