KPIs included in the eight content marketing strategies

In the current era of the Internet, from the beginning of statistics on the site's "click Rate", the site traffic analysis and digital marketing key performance indicators (KPI) of the basic knowledge has been greatly developed. Google Analytics, Baidu Statistics and enterprise internal proprietary system analysis tools, so that digital marketing reports for marketers to become more simple and efficient. Now, if you don't know anything about your site's KPIs (including consumer participation and conversion rates), you're not going to make any headway in marketing.

However, as content marketing becomes the most important part of digital marketing strategies-particularly critical for business-to-business and SEO-and marketers have been in the primitive "Stone Age", they are still deficient in how to measure the effects and impact of various forms of content. For example, a white paper (or any kind of page-flipping publication) is a common marketing technique in the area of content marketing, but most marketers do not measure the results except "download". So the question remains: how can marketers better understand the effects of different types of content?

Typically, the strategies used to measure site traffic or traditional customer access do not apply to content marketing. Whether it's a white paper, an ebook, a blog, an electronic journal, or any type of content you choose, the following content will give you an idea of which key performance indicators (KPIs) should be included in the content marketing metrics strategy.

Range

1. Independent traffic: Independent traffic is the most typical metric that can clearly indicate how many individual users have browsed your content during a specific period of time (usually the period for which the cookie is saved: 30 days). This KPI provides a good baseline that can be used to contrast different types of content and their development trends.

However, it is important to remember that not all independent accesses are identical. For example, a white paper can have an independent amount of access that is more valuable than an independent visit to a blog, more conducive to marketing, and more potential users-if the user has a longer view of the content (we'll discuss this in detail later).

2. Geographical distribution: It is important to know where your content is getting more reading, so you can specify how you want to distribute your budget and resources based on the distribution of your target audience. Google Analytics is able to provide page-level details about geographic scope, and can help content marketers optimize resources for regional differences-which is critical to the enterprise and the bottom line of the business.

Geographic distribution of content readings

3. Mobile device readership: This is good if you can specify the amount of independent traffic (or reading) that the content gets. But do you know how these readers read the content? Is it consistent with the latest results of content consumption research-50% of readers are reading through mobile devices? What mobile devices are they using?

Understanding how your content spreads and develops on a variety of mobile devices is key to determining how to optimize content and design (responsive design) for future releases.

Participation Degree

4. Pop-up rate/stay time: How to keep the reader's interest, not to let the reader because the click on the open content did not meet the expectations of the loss of these readers, this is a clear goal (and also the key factor of participation). A higher pop-up rate may mean that you are not capturing the reader's interest in reading. Another similar measure is the length of time your readers actually use to read content. So if a 30-page white paper has an average stay of only 12 seconds, what's the point of getting 15,000 independent visits? Pop-up rates and retention times are good early indicators to measure the degree of participation you get from your content.

5. Web site hot map and click mode: A large number of tools can show your reader's participation in a page and its content. Crazyegg, for example, allows you to create a Web site by clicking on a hot map (Heat map), and clearly see which content in the Web page gets the most browsing volume.

In addition, tools such as Google Analytics can provide "web analytics" to track click Patterns. This information helps to understand the content of the reader and allows you to further optimize the content and design based on the results of your analysis.

6. Web browsing: This is also a basic KPI that is often easily overlooked. We discussed the independent access volume above, and it is important to understand the relationship between the amount of independent traffic and the amount of web browsing. A high level of web browsing and independent access is a good sign of the reader's participation-usually means that they regularly visit your content. In addition, for your digital content, this is also a good measure to help you understand the content of the dissemination of the effect. Does the reader give up reading after reading 4 pages? 90% of the readers interrupted reading before page seventh? These types of questions can help you determine how to optimize future content for your readers ' preferences.

View

7. Reader's comment: In this social media era, almost everything you publish on the web will be a two-way street. Do not make such a mistake, try to limit comments or block comment content-to accept readers ' comments and share on social networking sites! Users are the best advocates for any product or service, and if they can openly discuss your content, they should consider it a communication success.

Now, it is important to note that the discussion is likely to turn into a negative impact. However, in general, even negative comments are a good feedback for you, as they can help you gain insight into the attitudes and "pain points" of your customers and potential consumers. If something like this happens, you need to be prepared to respond in the right way.

8. Sharing social networks: It's important to try to make your content easy to share for almost any content marketing strategy. The most effective way to get your digital content to attract more attention is to share what people do on social networks. Even with a small share of social sharing, the spread of content can spread at an incredible rate! The company says it uses a friend comment widget to make content easy to share with popular social networks.

Social Sharing button

The ultimate goal of content marketing is to enlarge the spread of brand and increase the operating profit of the enterprise. Therefore, the ultimate measure of success is usually the number of potential consumers the content marketing strategy obtains. However, in the pursuit of potential consumers or sales of the process, do not ignore these KPI indicators, if so, you can get more results from the content dissemination!