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Content Marketing KPI Measurement, Analyzing Content Performance, Campaign…
Content Marketing KPI Measurement
Benefits
Justify spend and resource allocation
Provide learnings for future campaigns
Reveal unexpected insights
Create a valuable roadmap on how to produce a content strategy
Clarify topics and themes that resonate with an audience.
Analyzing Content Performance
Steps Choosing Metric
Begin with your objective
: Was it an awareness or conversion objective?**
Choose the appropriate metric set
: Choose one to report on your campaign
Look for changes
: Examine these metrics before the campaign started, during the campaign
itself, and after the campaign has concluded.
Steps Derive Insights
Choose the metrics
you want to measure. These could be conversion, awareness, and so on.
Group the metrics
for your themes and formats together in a table in Excel or equivalent
Examine the performance
of the content. Was there a particular theme or format that performed above or below the campaign average for those metrics?
Dig deeper for insights
. When you've identified the best performing themes and formats, dig deeper to see what the best performing channels for distribution
Examine the elements
to see what worked best. Look into your data to see if any content elements like images or headlines were particularly effective
Examine the times
to see when content performs best. Note the best performing times and days which can help with future content scheduling
Determine ROI
Look at the weeks prior
to your campaign and set these as benchmark metrics.
Subtract these benchmark
metrics from your campaign metrics to see the actual increase
Divide the campaign spend by the increased metrics
. This will give you metrics such as cost per new engagement, cost per new conversion
Determine the value
. You can create your own metrics to show the value of your activity
Use simple language
. When creating metrics for non-analysts or non-digital people, use simple language
Elements Presenting the findings
All content that was produced and the cost and campaign metrics associated with these costs
Overall performance versus KPI or objective.
What worked, headlines, channels, times of day. Show the metrics and anything else that's relevant.
What was less effective, for example, formats, messaging, and so on
A summary of the insights you've derived from the data
What would you recommend for the next campaign based on the data?
Campaign Metrics
Engagement Metrics
higher average time on site, reduced bounce rates
increased numbers of returning visitors
more pages viewed per session
scroll depth, for example, 50% of users get to the end of a blog
growth in discovery through organic search or social visitors
increased number of people searching for your brand
higher channel engagement metrics, for example, social shares, email opens, brand mentions, and more links to your content, which is good for long-term SEO, and so on
Conversion Metrics
higher number of goals achieved
increased conversion rate
shorter path to purchase
reduced cost per sale or lead