In the past, you would run TV commercials with catchy jingles or brilliant newspaper ads if you wanted to boost sales. However, these marketing strategies are still effective, but modern consumers have become more inclined to purchase online.
A consumer, in reality, would survey the product they want to purchase on at least three to four eCommerce websites before completing a purchase. So, your website must function like a welcoming and attractive storefront that rapidly engages visitors with pertinent and individualized messages.
But how can you tell if your website is set up to pull customers? Content marketing may significantly boost brand recognition, loyalty (retention), and interactions (engagement), which can eventually result in conversions.
Images, videos, live events, infographics, blogs, tutorials, podcasts, newsletters, ebooks, and webinars are just a few examples of the “content” that can be utilized in content marketing to brand your company as a thought leader and demonstrate how your product or service can help clients. While creating content is essential to any company’s marketing strategy, but great results cannot be guaranteed.
For your content marketing efforts to succeed, you must establish your campaign’s goals and track its performance accordingly. But do you know what kinds of results you should be aiming for in the beginning? Will you be measuring the right things through the right metrics?
There are several categories and thousands of content marketing metrics. And if this were not overwhelming enough, all the experts and metric-tracking programs — including HubSpot, Google Analytics, and Semrush — have differing suggestions of which perform best.
Table of Contents
How to choose the appropriate website KPIs
A website KPI is a metric that connects your online marketing initiatives with business objectives. You should be able to determine the impact of your marketing activities on your business by taking a quick look at these data.
Website KPIs also aid in the following areas, in addition to their impact and results:
- Measure the effectiveness and progress of marketing initiatives.
- Recognize flaws and adjust your strategy as necessary.
- Recognize recurring patterns and trends.
- You can get a wealth of information from numerous web analytics platforms, but you should be able to distinguish between them and choose the ones that have the most effect on your company.
Website KPIs To Track
Per Week Publication Rate For Content Marketing Articles
The most crucial website KPI to monitor is publishing at least three pieces of high-quality content (articles, infographics, videos, etc.) per week, especially when you first start. This is so because the sole purpose of search engines is to locate data that best satisfies users’ needs and enables them to achieve their goals. Search engines will notice that your website offers helpful information when you consistently produce valuable and user-friendly material, which will help you rank higher and rapidly in SERPs.
Research shows that when businesses publish three or more outstanding pieces of content per week for at least a year, leads and traffic typically explode. Some companies publish more to achieve greater results quickly. Yet, in general, you will need high-quality infographics, videos, articles, videos, or other content for the search engines to recognize your website and offer your content in the search results. In other words, you MUST consistently publish if your website ranks well for many different search phrases and if you want Google to recognize you as an authority in your field of expertise.
Organic website traffic
Contrary to what other sources may claim, organic traffic is a crucial metric to track. It’s one of the finest methods to gauge how successfully your business is educating people to start with (more traffic means more people are finding you). Additionally, it’s a precursor to more incoming leads and sales. Your chances of converting leads increase as more people visit your website.
Now, is all website traffic great? Obviously not.
Only the right kind of website traffic will be great for your business. And we can state that there is a proven approach to attract qualified traffic to your website—that is, actual customers looking for goods and services much like yours.
By using content to drive more traffic, we can analyze the patterns that indicate which type of content will drive the best results. This traffic will be genuine potential buyers, leading to more sales opportunities.
These may seem simple or even obvious, but it’s clear that most businesses aren’t following the method at all, or at least not well (commonly because most businesses are afraid to tackle these topics head-on). However, these methods can be effective in any industry, whether your business is B2B or B2C.
These methods are:
- Pricing and costs: Cost of your proposed solution (factors, considerations, what defines value, etc.).
- Problems: The drawbacks or problems that customers inquire about with your solution.
- Versus and comparisons: How your product or solution stacks up against equivalent goods or services.
- Reviews: Opinions and observations regarding your product, solution, etc., are sincere and objective.
- Best in class: What is the most effective option?
Ranking for important keywords
Your content manager has been hired, they are ensuring that you routinely publish high-quality material, and your prospects are at last finding you. Search engines are taking notice as well. It indicates your commitment to creating great content and dominating your niche when your website starts to rank for the most competitive keywords in your sector.
This has a snowball effect since it increases the visibility of your content on those search engine results pages and your overall search engine optimization (SEO) and Search Engine Results Page(SERP). Consequently, the rate at which your material generates results increases. You will see these results when they address all appropriate methods for your industry.
Opportunities for Sales Produced by Inbound Marketing
This is probably the KPI that your business will pay the most attention to when investing in a content marketing campaign since you want to know that the material you are producing is bringing in more organic traffic to your website and improving sales opportunities. Applying the previously mentioned method will attract potential customers with problems that your company helps solve. This creates more (and better) options for your sales team.
This is because when your prospects contact you, they are informed about your products and services. (This is a direct outcome of the wonderful material you deliver that provides people with the solutions to their problems and answers their queries. If handled properly, your website can be the best salesperson for your company. Businesses realize that most online buyers do not want to jump into a conversation with a salesperson — instead, they want to do their research first.
According to an analysis, if a prospect read 30 pages or more of content, the users would purchase 80% of the time. If they read less, they buy only 30% of the time. This demonstrates how effective content can be for educating customers, assisting them in feeling more confident about their purchase decisions, generating more qualified leads for your sales team, and shortening your sales cycle.
Finally, below are the key four-point metrics to extrapolate to know whether your content marketing KPIs are functioning properly. They are as follows:
Page views: You can track the performance of your posts using tools like Google Analytics to measure how users interact with your posts. Goals and benchmarks can be created in order to track progress month-on-month or quarterly performance.
Social shares: Social media Likes are great but are ultimately what I call vanity metrics. Instead, shares are a stronger metric to track because firstly It proves that your information was compelling enough or valuable enough to be spread, and secondly, it makes your material available to a bigger audience.
Engagement: Engagement and interactions such as comments and post saves are other great indicators of success because they give you an idea of how your audience feels about your content and brand. Tracking engagement also helps you determine what resonates with your audience most and know what or how to replicate it for future content.
Subscriber growth: If you see an increase in subscription rates or follows, it’s a good indicator that your audience connects with your content and wants to see more.
Do your website’s KPIs have these?
Quantifiable: A KPI demonstrates the precise outcome of your efforts with supporting data. It shows the number of downloads, clicks, or website visitors. There are no guesses involved with quantitative KPIs because they are clear.
Actionable: The KPIs, you monitor, must provide actionable insights that enable you and your team to make educated decisions. Anything from chat exchanges to CTA clicks could be the cause. Find reliable analytics that show audience involvement with your website if you want to increase website engagement. If you are unsatisfied with the results, revise your messaging to better connect with your audience or make the CTAs easier to click.
Aligned with your business objectives: The specifics of audience interactions are covered in many metrics. Only a tiny number, nevertheless, can be correlated with your company’s revenue. Your website’s most important KPIs are those. It’s standard practice to watch the traffic to your website, but it’s even more crucial to keep track of the percentage of that traffic that turns into leads.
Website KPIs help you understand how your visitors engage with your website—understanding the “why” behind each website’s KPI will enable you to draw inferences and create strategies to optimize your website better. Tracking and acting on these KPIs regularly will help you build an attractive storefront for your business with free-flowing leads that positively im