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Content Marketing KPIs
- 6. 6. Customer feedback
7. Subscriber growth
A little KPI primer for getting started
Smart marketers improve ROI with content marketing. The key is to establish objectives, benchmarks, and key performance indicators (KPIs).
Understand, content marketing takes time. You should see some metrics improve in short order (such as page views), but you need to allow for at
least six months to a year to get a handle on meaningful metrics. Content marketing is not a campaign.
“Campaigns are a cost that provides value at a moment in time. Content marketing is an investment that, if done well,
provides increasing value over time.”
~ Robert Rose, chief strategy officer, Content Marketing Institute
Marketers have always struggled to measure the success of their efforts in an accurate and meaningful way. The question, “How much money did
our investment return” is perplexing. Why? One, it’s difficult to focus specifically on sales. Two, it’s difficult to attribute a specific asset—or even a
program—to a sale.
Still, content analysis can and should be done. Companies that do it well document specific objectives, attach specific KPIs to each objective,
regularly track the chosen indicators, and finally, use the data to take specific actions to refine their subsequent efforts.
The good news is basic analytics will enable you to measure a lot of different things. Following is a broad overview of content analytics organized
into five categories content marketers often rely on.