Content material KPIs to outline success at every stage of the funnel

  1. Awareness KPIs
  2. Content engagement KPIs
  3. Conversion KPIs
  4. loyalty
  5. Get Tracking!

Satisfied baby, satisfied!

Content marketing has been one of the main topics of marketing for years.

But like anything else, if you cannot measure it, it will not be loved very much by higher people and it will be almost impossible to improve your strategy.

All content should be created to meet a user’s intent, which is often explained in terms of a marketing funnel.

Once you have determined which part of the funnel you are working with, you can select the metrics to define the success of that content.

Let us begin!

Awareness KPIs

The content in the awareness phase is focused on grabbing the eyeballs of those who have a problem that you can solve.

With that in mind, here are some KPIs that might suit you.

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Impressions of the organic search

SEO can do the awareness part of the funnel by delivering impressions on the search engine results page (SERP).

When you appear in search results, searchers will know that your company has a solution to their problem.

The more you show up, the more likely it is that you will pique their interest.

Measure organic search impressions for your content using the Google Search Console and Bing Webmaster Tools.

Share of the vote

Voice Percentage (SoV) is a percentage metric that measures the number of times your name appears on the SERP compared to the total number of searches for the keywords you selected.

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For example, if you were shown 200 times out of 1000 for the keywords you were looking for, your SoV would be 20%.

This metric gives you a good idea of ​​whether or not your content will show up for searches for the content you create.

You can follow SoV on a few search platforms (check if it’s available while evaluating your options).

New users

New users are those who have never been to your site before. They are therefore a good indicator of how many people you have found through a certain piece of content.

As you look at this metric, be sure to view it in the Landing Page view.

Track new users with Google Analytics.

New users are recorded in the Google Analytics table.

Content engagement KPIs

The funnel engaging phase is extremely important as it shows that people actually care about your business and your activities.

This is also one step closer to getting users to do business with you.

Clicks

Clicks are a sign that at least the title of your content was engaging – otherwise people wouldn’t click on it.

You can measure clicks from the SERP, clicks from social posts on your website, or other clicks that lead people to your content.

Clicks can also be tracked as “sessions” on your website using Google Analytics. Again, you will want to look at the traffic that has come in through this content.

Clicks can also be tracked on the respective social platforms, Google Search Console, Bing Webmaster Tools, etc.

Bounce rate

Once users are on your website, the first sign they are engaged is if they stay there and don’t ricochet.

A bounce is essentially someone who comes to your website and then immediately leaves before they even interact.

Track the bounce rate using Google Analytics. You can measure the bounce rate for the page as a whole, as well as the bounce rate on the page from specific sources, to get a better idea of ​​the engagement of different audiences.

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Average time on page

When someone spends time with your brand, they are engaged in it.

If you’re creating 5,000-word “Ultimate Guide” content and the average time on the page is less than 20 seconds, people are unlikely to be busy with that particular piece of content.

Use Google Analytics to track this information.

Google Analytics Table Tracking Average Time on Page

Scroll depth

Scrolling is a sure sign of engagement as it doesn’t happen by itself. The user has to make it possible.

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While other metrics can be skewed by accidental actions (clicks or forgetting that you opened something), scrolls are not easy to forge.

When a user scrolls, they are looking for something (hopefully something that you offer).

You can measure scrolls using Google Tag Manager and Google Analytics.

Conversion KPIs

That’s what we do – make money!

By tracking conversions, you can leverage when creating new content and demonstrate the value of content already created.

Target achievement

Achieving goals can be a variety of different things, such as: B. filling out forms, watching a video, downloading, etc.

Depending on the goal of your content, these goal achievements can be considered as conversions.

Regardless of what you want users to do after editing your content, this event can be targeted.

Track these goals with Google Tag Manager and Google Analytics.

purchases

Shopping is far more straightforward. When someone makes a purchase, they have converted and are now a customer.

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You can also track purchases where users have also visited the content by adding a new segment based on the “Title of the Visited Page” condition in Google Analytics.

Adding a new segment in Google Analytics for the visited page title.

revenue

People love to see what the return on investment (ROI) is on the content being created.

To calculate ROI, you need to know what you invested in creating the content and how much revenue that content contributed or generated.

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Track revenue from sessions the page was visited using the same conditional segmentation used in the “Purchases” section of Google Analytics.

If your transaction cycle is a little longer, it might be a little harder to keep track of.

loyalty

In marketing, it’s 100% true that it’s cheaper to keep than to win.

The best we can do as a company is make people keep coming back.

Pursuing loyalty can easily show us how much money we saved by keeping people in our funnel.

Return user

When your content brings people back to the website, you know that it will build customer loyalty.

The more times someone comes to your website to interact with content, the more likely you are up to date and fulfilling a need for them.

Fortunately, returning users to a particular page can be easily tracked in Google Analytics using the secondary dimension “Page Title”.

The Google Analytics spreadsheet tracks returning users.

Do business again

Repeat business is even better than repeat visits. It’s also the ultimate loyalty vote.

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If the customer has already done business with you and is actively choosing to do business with you again, then they have found value in you and your business.

To keep track of repeat business, you will likely need to rely on your point of sale system or a customer relationship management system.

Get Tracking!

Remember, data is only useful when you use it.

So choose your goal, know which content KPIs to track, and then make decisions based on the data you have collected.

More resources:

Photo credit

All screenshots by the author, March 2021

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