Each digital marketing campaign includes key performance indicators. Most of the time, profitability is a key factor in performance indicators.
In every digital marketing campaign, you have multiple channels and each channel requires different strategies and tactics. Many of these channels deal with content.
In the world of SEO, you may have heard the phrase "Content is king".
Content is not the only tool to use, it remains plays a vital role in your overall digital marketing strategy.
However, measuring the success of your content is not always easy.
This guide will help you choose the appropriate key performance indicators for an accurate measure of success.
Since different companies use content in different ways, KPIs may vary accordingly.
The same goes for the different players in the digital marketing process, who may want to monitor different key performance indicators.
Who Wants to Know the Key Performance Indicators for Your Content
It is important to determine who needs to know more about your KPIs before defining the KPIs you will use .
Knowing who should use these key performance indicators will give you valuable information about which types will be most beneficial to your campaign.
We will examine four different types of organizations:
B2C (Business-to-Consumer). to-business enterprise (B2B). Marketing Agency. Content editor.
For each metric analyzed by these companies, there is a set of complementary metrics.
For example, in a large B2B, top leaders may want to track statistics showing the benefits of their content marketing campaign. However, the marketing manager will want to explore and see what kind of traffic they get and where the website comes from online.
Key performance indicators can reach a deeper level for some organizations, depending on the level of knowledge they have. to understand the metrics. Some are only interested in the main metrics and ignore the support metrics. Others will pay close attention to all levels of metrics.
Any company can track all metrics, but its main objectives can help to organize some KPIs according to their level of importance.
This article will examine four. different categories of organizations and the key key performance indicators needed to track their success. We will also cover KPIs that provide additional information.
You should now be more familiar with these individual key performance indicators. This article does not cover definitions or methods of measuring KPIs; and place greater emphasis on the level of importance of some key performance indicators for different types of companies.
B2C Content Key Performance Indicator
For mainstream businesses, the primary goal is often to sell more products or services to customers. Thus, the most important indicators measure sales and revenues; these key performance indicators measure how much money they make.
Indicators directly proportional to the company's profits are the main performance indicators. The key performance indicators below are labeled with the 5-star KPIs.
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depending on the size of the & # 39;. business, they may be different a large organization will multiple stakeholders and key leaders will likely be interested only in key performance indicators.
For small businesses, where employees take on multiple roles, many of the company's employees may be interested in key secondary performance indicators because they can see the effectiveness of their own marketing efforts.
B2B Content Key Performance Indicators
B2B companies operating as partnerships, the business cycle takes much longer and a sale can take several months.
There are more business-to-business meetings, product demonstrations, signing of confidentiality agreements, and negotiations on terms and conditions.
For businesses of this type, in addition to worrying about sales and revenue metrics, goals are typically measured by lead generation.
Leads can still be called conversions, although they do not necessarily sell a product or service n, they always collect the useful contact information of a target customer.
Not all B2B companies are big, but that's often the case.
Larger companies typically have a marketing budget devoted in part to online advertising, social media, or any digital marketing channel. B2B companies are often interested in measuring the effectiveness of these campaigns.
Marketing Agency Content Key Performance Indicators
Marketing agencies use content in a variety of ways, from social media to blogs to blogs. These combined efforts all contribute to a sale, but what they want, is seeing the effectiveness of individual campaigns.
Sometimes these strategies work at the very beginning of the marketing funnel when the product or service of a customer is introduced.
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Note also that content created by a digital marketing agency may do not always lead to conversion Sometimes the content created by the agencies is intended to increase brand awareness.
In SEO, content marketing aims to create content that Internet users wish to share and to which they bind in order to obtain more inbound links. This content can also be shared on social networks or linked to press releases and e-mail campaigns.
Even if these contents start to become viral and develop on social networks, they do not always lead to conversions. However, they reinforce brand awareness that can lead to higher SERP rankings.
From a performance indicators perspective, companies also need to measure the popularity of their content marketing campaigns, in addition to sales and revenue related measures.
Content KPI for Publishers
Newspaper publishers, online entertainment magazines, and blog owners earn profits primarily on their advertising revenues. To sell more advertising, their site must be more attractive to advertisers.
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The main performance indicators for publishers are those that prove that their site has Many visitors, sometimes publishers talk about "eyeballs" when they talk to potential advertisers on their site.
Traffic is the main indicator that indicates the number of visitors to your site. shares are also important because they can increase this visibility.
You do not need to stop at common KPIs s
The main KPIs listed for each type of business are probably the most commonly used KPIs. by these entities as they are easily linked to their goals and objectives.
However, anyone can still deepen their knowledge and deepen their research on other key performance indicators.
It all depends on your knowledge of how your content works. and if you are able to create change to make things better based on knowledge gained from other key performance indicators.
For a complete list of all key performance indicators described here and in previous chapters of this book, please refer to the table below.
The table includes a 5 star rating, where 5 is the highest priority key performance indicator. However, if you wear many hats in your business and work with digital marketers, you can also pay attention to the lower stars of this table.
In addition, each company markets its services in a unique way. This table is not a definitive guide to the importance of all KPIs; KPIs with one or two stars on this list can be extremely important for your business, but not for others.
The only bad way to use a KPI is to select your measures based on positive trends.
While the presentable and tendentious color charts of some key performance indicators may impress stakeholders, they would not be good key performance indicators if they were not indicative of true success. of a company in accordance with its objectives. Objectives.
Credits of the image
Selected image: Paulo Bobita
In-post images: Created by the author
Content Marketing KPIs: Your Guide Selecting the Right KPIs for Content