KPIs are one of those marketing terms that seem difficult to understand, but really aren’t — and that’s a good thing, because measuring KPIs is important for your digital content’s continued success.
According to Vertical Measures, a KPI (key performance indicator) is a metric used in marketing to measure factors that contribute to your success. KPIs are quantifiable, easy to measure, and they analyze how well you’re doing at meeting your goals.
Here are the top three KPIs you should use for your content and why they’re so important.
Social Shares and Comments
Social shares are important; the more people that share your content, the more web traffic and conversions you’ll get. Measuring how many total shares you have across all social channels can be an important KPI to measure how big your brand awareness is — in other words, how many people are familiar with your company. You can also get a sense for which social media platforms are working the best for your particular brand.
Comments are another great way of measuring engagement; after all, comments often lead to social shares. Copypress advises paying close attention to any visitor comments on your company’s social profiles and landing pages.
While many people consider social shares and comments to be a “vanity” metric that’s not worth keeping track, measuring your social shares is important primarily because it can help you measure your brand awareness.
Traffic Volume and Time
Keeping track of your unique page visits is one of the simplest ways to measure the success of your content. If lots of people are reading it, it’s doing well — if not, you may want to revisit your strategy.
Don’t forget to check time on page as a KPI, too. Many website visitors click onto a page, read a few lines, and immediately click away. If you can hold their interest for longer than a few seconds, that’s worth noting.
The Content Marketing Institute recommends tracking your percentage of returning readers and conversion rates for call-to-action content. You can also track referral traffic — where your readers are coming from. If another site links to yours and you have readers coming from there, that’s something to write down.
Leads and Conversions
Tracking your conversion rate is an important KPI because it helps you determine whether your content is doing what it’s supposed to be doing. Track the number of leads generated from each piece of content you produce, plus your landing-page conversion rates.
Social shares and comments, traffic volume and time, and leads and conversions are the most important KPI’s to measure as you try to produce the best content possible.