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Content marketing is invaluable for communicating with customers and providing them with consistent value.

It's one of the most important elements of your marketing strategy for creating brand awareness, generating leads, nurturing them throughout the funnel, converting them into customers, and retaining your loyal clients.

But the question is, How do you monitor and track your content marketing performance?

To discover whether your content marketing is successful and to what extent your established goals have been met, you need to identify the key performance indicators of your content marketing.

KPIs allow you to measure the performance of your efforts and decide what needs to be improved.

The following are nine KPIs you need to monitor.

1. Number of Visitors

Although the number of visitors is a quantitative measure and doesn't ultimately tell whether the content you're creating is productive or not, it gives you an indication that the sources you're relying on to get visitors to your blog are working for you.

For instance, you can identify what proportion of them are coming organically via Google search, social media, online review websites, paid ads, email marketing, public relations, etc., and decide in which channels to invest more heavily.

2. Average Session Duration

The time spent on a page reveals whether your leads are really enjoying your content or not. The longer they stay, the better. If they stay for only a few seconds, your content might not be resonating with them or solving their problems, or there might be other reasons, such long page-load speed or poor user experience.

3. Bounce Rate

If some of your content pages have a high bounce rate—i.e., a significant amount of your leads leave immediately after landing on them—that indicates you have a problem. The reasons could be the same as those stated in the average session duration, or you might have been pursuing the wrong target audience.

Observe the bounce rate across all devices (PC, mobile, tablet). If it's high on PC but low on mobile and tablet, it could indicate that you have website-responsiveness issues that need to be fixed.

4. Brand Awareness

Content marketing is not only about measuring the aforementioned metrics related to a video, blog post, podcast, or infographic but also about observing how they are performing across different distribution channels.

Social media is one of these channels, in the form of likes, comments, shares, and the traffic that the content shared across the social networks is driving to your website.

5. Session-to-Contact Rate

This metric determines how much of your organic traffic is leading to conversions. It's calculated by dividing the number of new contacts generated by the total website sessions over a specific period (monthly/periodically/yearly). If the rate is satisfactory, it means that your leads are happy and engaging with your content and don't have any problem opting into your forms and providing their contact information.

It's important to note that the purpose of acquiring contacts here doesn't just mean signing up for your product or service but could also be other requests, such as downloading a free e-book or guide, joining your webinars, or booking a demo or consultation.

6. Conversions

Conversion goals may vary depending on the stages of your customer's journey that your leads are currently in (top, middle, or bottom of the funnel).

  • If TOFU is your target, your conversion goal might be clicks within your articles, an e-book or a whitepaper download, a webinar signup, etc.
  • If MOFU is your target, your conversion goal would be a demo-call booking, attending a webinar or Q&A session, etc.
  • If BOFU is your target, your conversion goal is likely to be demo-call booking, product purchase, or free-trial signups.

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How to Measure Your Content Marketing Success: Nine KPIs You Should Monitor

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ABOUT THE AUTHOR

image of Georges Fallah

Georges Fallah is the marketing manager at VBOUT, an AI-powered marketing platform.

LinkedIn: Georges Fallah