Content Marketing: Five Important KPIs

How to get most of your content marketing efforts?

Are you really aware of the outcome of your content marketing efforts?

Every marketing activity should have a metric to be measured. Be it SEO, SEM or social media, each activity has its own set of parameters to be tracked. In terms of content marketing, the KPIs (key performance indicators) could be overlapped with all other activities. Hence, it is important to understand and make them relevant to content marketing efforts.

Here are five important KPIs to be tracked for content marketing.

1) Inbound Links: The best way to analyse the performance of content marketing efforts is to track the number of inbound links coming back to your website. It is very important to understand how users are reacting to your content. Are they liking it? Are they linking back to your website? Do they find you as an authority in the domain? etc...This will help you understand the length and depth of your content.

2) Influence: While talking about metrics, it is important to understand how influence is your content to trigger end-user action. Finally, you want users to take action based on your content. Be it a form or a lead, you need to have end-user action to map your content marketing efforts. The kind of influence your content may create on the users will determine the success of your efforts.

3) Lead Generation: The most popular way of tracking your content marketing efforts. However, it may depend on the kind of content you share or create. It may be your news letter, white paper or case study download or a contact form, content marketing can be served as an effective tool to generate leads. It can be in terms of downloads or contact form submissions, it is very important to track these leads. You may use Google Analytics or any other analytics tool to measure the effectiveness of your lead generation activity.

4) Fans/Followers: As I said, there are certain KPIs which may get overlapped with each other. For your social media marketing also, the number of fans and followers are important. This measures the popularity of your content. How appealing is your content and how far it is successful to interact with your end users.

5) Sharing: Virality is one of the major aspects of today's marketing landscape. To measure the depth of your content, you need to understand how many times it has been shared on across the platforms. Be it on social media, blogs or newsletter, the number of shares increases the value of your content. This means your content is reaching out to the audience and your audience find it useful to share with others also.

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