Content Marketing KPIs

A large amount of marketers don't track the ROI of their content marketing programs.

B2C Marketers

B2B Marketers

What’s behind the lack of tracking – and behind the lack of success at tracking – the ROI of content marketing programs?

Content marketing programs are generally developed seeking branding benefits.

No matter what, the question that needs to be answered is:

How is your content marketing program tied into your business model?

Content Marketing KPIs before publication

Before measuring the success of the content you’ve published, it’s important that both your content production and distribution are backed by data from their inception.

For a data-driven content marketing approach, you might first:

Analyze and list which content works best in each of your distribution channels

Figure out and list which content pieces received the most backlinks

Discover and list the best search engines performers

Get to know the best days and times to publish and promote your content

Ready to go

Content Marketing KPIs after publication

These are KPIs that may vary according to your business model and to what you define as your conversion goals.

Publishing companies are different when it comes to content marketing KPIs because the content itself is their final product.

Content Marketing KPIs for publishing companies

Specifying KPIs

Content Marketing KPIs for other companies

The company blog

Specifying KPIs

The resources page

Specifying KPIs

When it comes to the users that accessed some piece of gated content but didn’t convert through this piece’s CTA, the company still have their contact information, which can then be used to send them drip campaigns. In this scenario, the main KPIs to be monitored are:

Specifying KPIs

Videos, Presentations, Webinars and Podcasts

Specifying KPIs

Final thought

Thank you