Visits on your website are crucial. So is the number of followers on your social media accounts. But these metrics are not enough to get a fair idea of the effectiveness of content marketing efforts.
To get an accurate picture, you need to delve deeper. You need to look at content marketing KPIs that are more comprehensive.
Needless to say, content evaluation is a lengthy process.
If you’re feeling lost, you can start by asking yourself the following questions:
Is Your Content Increasing Brand Awareness?
Whether your business is new or well-established, brand awareness is critical for all. It is what determines your customers’ ability to recall your brand.
While brand awareness may not produce immediate results, it can help you drive sales in the long run.
Content that enhances brand awareness isn’t about selling your products. It’s about highlighting what your brand stands for. It is the kind of content that makes your brand memorable.
To find out if your content is driving awareness, look at KPIs like your views, the number of followers and subscribers, brand mentions, social shares, comments, engagement, and inbound links.
Is Your Content Generating Leads?
To ensure that your business is sustainable, to work on lead generation continually. One of the best ways to get high-quality leads is through content marketing.
Blog posts, videos, photos, memes, and infographics — all of them can work like a charm to get more leads. The key is to make your content engaging, informative, and shareable.
To figure out if your content is helping you find more leads, you need to look at your campaign’s cost per lead.
It is also a good idea to take a closer look at your Click-Through Rate (CTR). It will help you ascertain if your audience is downloading your resources or visiting your landing pages.
Is Your Content Driving Sales?
Another way to find the effectiveness of your content marketing campaign is to look at the conversion rate. You need to look at the channels that are driving conversions.
In addition to this, you should also look at which content is helping you get more sales. Based on what’s working, you can create more of the same kind of content.
The above-mentioned questions and KPIs can help you refine your content marketing strategy. To learn more about content marketing KPIs, please read my blog on shanebarker.com.
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