For a content marketing strategy to work well, marketers need to jump through many hoops. However, the key to steering your campaign in the right direction is consistent performance evaluation.
If you want to track the effectiveness of your content marketing campaign, here are some dos and don’ts that you should keep in mind.
When tracking campaign performance, you should:
1. Be Clear About Your Goals
Without a set destination in mind, you won’t know which road to take.
So, first things first, you should map out your objectives. This could include short-term goals as well as long-term ones.
Although you shouldn’t hesitate to be optimistic, make sure your goals are realistic at the same time. And establish the right KPIs associated with each goal.
2. Create a Balanced Mix of KPIs
Not all benefits generated by content marketing are quantifiable. In this light, make sure that your basket of KPIs doesn’t just chase numbers.
Metrics like conversion rate, click-through rate, and cost per lead are certainly important. However, you should also monitor the quality of your content by looking at engagement rates, inbound links, and site traffic.
You cannot have one without the other.
When tracking campaign performance, you should not:
1. Stick to Common Content Marketing KPIs
There is no handbook for choosing the right content marketing KPIs. However, keep your doors open to all sorts of metrics.
Only sticking to easily trackable KPIs can hurt your content marketing ROI.
A good idea is to go beyond common KPIs like article views and engagement rates and delve into more specific ones. The difficult-to-track KPIs often have key insights to offer.
2. Track the Same KPIs Forever
Establishing KPIs is not a one-time event.
With the evolution in your business and campaign goals, you also need to make a shift in creating your content marketing strategy and choosing the KPIs you track.
So, make sure that you reassess your metrics regularly.
Tracking the right content marketing KPIs and optimizing your strategy accordingly is the key to success.