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Google Small Business Advisor

5 Content Marketing KPIs Your Business Should Be Tracking

If you own a business in today's digital world, most likely you've heard the phrase "content marketing" in some context. At a minimum, you've been exposed to it. Every time you click on a blog post, or watch a video, or engage with a brand on social media, you were participating in content marketing.

 

But what exactly is it? Content marketing is a strategy that involves the publishing and sharing of content to attract a targeted audience and encourage them to a profitable action.

 

Whether your business is new to content marketing, or you are already publishing great content, going forward with any strategy blindly while ignoring data and analytics isn’t a good idea.

 

A healthy strategy is fluid and utilizes KPIs, aka key performance indicators, to generate impactful results. It might sound a little intimidating at first, but a KPI is simply a metric that you can define and use to evaluate the success of your business strategies.

 

In the case of content marketing, this extra step of identifying and tracking your KPIs is what allows you to understand and improve the result of any content plan.

 

The only way to do this is to get intimate with data! Here's a breakdown of common key performance indicators used in content marketing:

 

KPI #1: Total Visits

Total number of visits is the total number of people that visited your website to view your content. If your total number of visits are increasing steadily month after month, or you have passed your goal, then your content is bringing in traffic.

 

KPI #2: Pageviews per Visit

Pageviews per visit are the average number of pages viewed when a visitor lands on your website or campaign.  A successful content marketing campaign should show an average of 2.5 pages or more per visit. This means your content was engaging, and your visitor wants to learn more about you or your products/services.

 

KPI #3: Returning Visitor Rate

Return visitor rate (RVR) is a metric that shows how many of your visitors are coming back for more. If brand loyalty is important to you, then pay attention to this KPI. Your content is performing well if you RVR is steadily increasing from month to month, or if it is over 25%.

 

KPI #4: Bounce Rate

Bounce rate measures what percentage of your visitor leave your website or campaign before exploring your site further.  If your bounce rate meets or exceeds your industry averages, your content is working. Since there is no industry-wide bounce rate percentage, your goals depend on the campaign, the industry, the type of website, and more.

 

KPI #5: Conversion Rate

The conversion rate is the percentage of users who do what your marketing intended for them to do, e.g., purchase something. Across industries, the average landing page converts at 2.35%. The top campaigns are converting at 5.31% or more, and the ultimate goal is to convert at 10% or more.

 

In closing, there are a MILLION KPIs that can be used to track and improve your marketing efforts. Just check out the KPI Library to see what I mean. The most important thing about KPIs is to make sure that you are using the right ones to track your goals. If you want to learn more about KPIs, including examples and in-depth tips, check out a more detailed article here.

 

What KPIs are important for you to evaluate your business' success?

Comments
Richard R
October 2016

Great info on KPI !

I have a rookie question.  Can businesses find out who searched them?  Are IP addresses divulged somewhere?  In your opinion, would this information be beneficial?  Thanks!

Tierra W Google Small Business Advisor
October 2016 - last edited October 2016 Brielle B Google Employee

Hi Richard! Sorry, no. Google Analytics doesn't make IP addresses available in your reports due to privacy issues.  Check out Google's Analytics usage guidelines for clarification. I do know that tools like Hubspot do give you a little more information about visitors for lead followup.