Content marketers not only want to create quality content, but they also want the right people to read it. So if you want to know how well you’re doing with marketing efforts, content performance remains the most important KPI. Read on to learn more about content performance marketing and how it can enhance your digital marketing metrics.
What are examples of content marketing?
Consumers want an immersive experience when making product decisions. So if you’re selling shoes, for example, you don’t just want to have photos of the product; you want an immersive content strategy as well. This content creation process could include an article showing the top 10 shoe trends, including a photo of the pair you want to sell. You could also feature a social component of the user experience, where customers are encouraged to share photos of them wearing the shoes on social media or write product reviews. So, in addition to the in-house corporate content, content marketers can also benefit from user-generated content.
According to a 2020 study by DoubleVerify, the average person spends nearly 7 hours a day consuming online content. Because today’s consumers are inundated with competing content, it’s not enough to put your product online and hope for the best. You need to position it across different digital media platforms. That way, your target audience has a greater chance of seeing and interacting with your content. But how can you tell which efforts are bringing in new customers or increasing brand awareness? Which ones aren’t helping to accelerate business objectives, after all? This is where content performance marketing comes into play.
What is content performance marketing?
Content performance marketing measures how well your content is helping you meet your business objectives. It consists of measurable, quantifiable key performance indicators (KPIs), including conversion rates, revenue, and ROI. So understanding and improving your content performance marketing efforts can yield huge results.
How do you measure content performance?
Several tools can help measure content performance. While these analytics can provide some valuable insight, make sure you prioritize the KPIs and content marketing metrics that matter most to your specific company. If you want to increase brand awareness, measurements relating to total Google impressions might be particularly important. Are you trying to captivate your audience so they spend hours on your page? Then focus your marketing strategy on lowering your bounce rate or improving the length of time spent on a page.
Of course, it’s fantastic when your content checks all the boxes, but make sure you focus on the objectives that matter the most to fulfill your corporate vision and business goals. It doesn’t matter whether you focus your efforts on social media marketing, email marketing, blog posts, search engine optimization, or all of the above. What matters is that your marketing efforts are driving the right customers to your business.
How is KPI calculated in digital marketing?
KPIs represent how well your content is doing. You want to make sure that these indicators are easy to identify and track. That way, you can make sure you are meeting your business objectives. The marketing metrics that matter most might vary from marketer to marketer. Those specifics don’t matter. What DOES matter is that you are seeing solid results from the metrics that matter to you.
That said, there are several digital marketing KPIs that your company should evaluate. Keep in mind, even after you implement a new marketing campaign, it could take at least a few months before you get the insights you’re looking for. If you’re investing a lot of resources in content marketing related to optimized content and higher SERP rankings, it could take up to six months or even a year in a competitive topic before seeing major traction. On the other hand, you could know right away whether or not your social media or email marketing campaign is engaging your audience.
For us, content performance would be the all-encompassing KPI to shoot for, but your company’s specific content performance goals will vary based on your unique goals. Again, you want to make sure these are easy to observe and measure, so “better customer experience” or “increased brand awareness” are not actionable KPIs. Instead, stick with categories where you can see clear performance data.
What is the most important KPI?
While you might want to focus on one or two content performance KPIs, if you are creating quality, relevant content, most of these content marketing metrics will reflect that. If your digital marketing efforts aren’t great, your KPIs will reflect that, too. Here are a few performance metrics to use to evaluate your content marketing strategy.
Unique page visits: How many people are coming to your page?
Total page views: How invested are viewers in learning more about your website?
Time on page: How much time are they spending engaging with your content?
Bounce rate: Do people head out after hitting the landing page, or do they stick around?
Click-through-rate: How often are viewers clicking on your internal and external links?
Cost per click: How much are you spending to bring someone to your site?
Cost per acquisition: How much do you need to spend to gain a new customer?
Social shares: Are people spreading the word on social media platforms?
Search engine rankings: How well are your pages performing compared with your competitors?
Comments: Are people so moved by your content they want to let you know?
Links: Do other sites like your content, too?
Conversion Rate: Are people responding to your call-to-action? Are they signing up for your emails, buying your product, or downloading the white paper?
Impressions: How often do potential customers see images of your company?
Organic Search: How many people are organically coming to your content?
Paid Search: How many people see a paid ad for your content and then click-through?
Revenue: How much are you making from your various digital marketing efforts?
What tools measure content performance?
Here are a few helpful tools to see how your content is performing.
Google Analytics: Just one click on the dashboard, and you have a wealth of information, ranging from real-time locations of people reading your webpage to how they’re finding your content. It also offers helpful comparison tools, so you can clearly visualize how you’re doing compared to the previous year. If you’re just using one tool, Google Analytics is a great option.
Sistrix: Another useful tool. Sistrix not only lets you know how your content and your competitors are doing. It also provides keyword suggestions to help shape your next content efforts based upon your existing content.
SimilarWeb: If you need help with digital marketing, eCommerce, investment ideation, and more, SimilarWeb offers fantastic insights and action items to help you achieve your goals.
Having clear, quantifiable digital marketing objectives can vastly improve your performance. But just seeing the numbers isn’t always enough. Sometimes you want the help of experienced digital marketers or at least basic tools to help you refine your content marketing strategy.
rellify– With a growing number of satisfied customers, rellify is an excellent solution to improve and analyze your content performance. It uses an innovative process of combining artificial intelligence with an expert team of writers and analysts to ensure that you have excellent content that ranks performs well on SERPs. So whether you want to optimize your older content or create quality new content, it’s our pick for the top content performance optimization tool. Contact them today to learn more.
Canva– If you’re looking for a way to shape and beautify your content, Canva is an excellent choice. It’s compatible with other tools like HubSpot, so you can collaborate with your team and use this tool in conjunction with others for superior results. You won’t get analysis here, but when your product’s looking good, you’ll make a great impression with those interacting with your content.
SEMRush– With a variety of tools, including SEO, social marketing, content marketing, and competitor analysis, SEMRush provides a great mix of sophisticated data analysis and strategic insights for great results.
Experience significant gains in your content marketing performance
With all of the fantastic tools and resources at your disposal, you don’t have to tackle content marketing challenges alone. Call the team at rellify to talk with digital marketing experts who can give your content the boost it needs to see major gains in your KPIs. Many of our clients have already noticed significant gains in traffic, conversions, and leads since implementing the rellify process. And our team looks forward to bringing you similar results as you meet and exceed your corporate goals.