To measure the performance of a Content Marketing strategy, it is important to define KPIs and parameters on the basis of which to monitor the effectiveness of the content produced
To evaluate the effectiveness of a Content Marketing strategy, it is essential to define metrics for measuring the success of the content produced. In fact, a strategy that works needs parameters with which to compare every single activity, in order to better understand which is more effective and profitable.
So what are the most important elements, also defined as KPIs (Key Performance Indicators), to take into consideration when you have to measure a Content Marketing strategy? And how do they fit in with the business objectives of a company?
Content Marketing strategy, the importance of traffic to the site
One of the first and main metrics that are measured within a Content Marketing strategy is the traffic to the site, with particular attention to the traffic that arrives on the blog or magazine section of the reference site. To measure this KPI you will need to keep the Google Analytics parameters under control, dividing the data according to the various channels involved in the Content Marketing strategy, such as Search, Social and Referral.
Measuring traffic and understanding its origin is particularly useful in the case of Social Media: thanks to these data, in fact, it is possible to understand which social network is most suitable for achieving the established business objectives and on which one to bet even with an investment. in ADV.
Thanks to the measurement and monitoring of Google Analytics then, it will also be possible to direct your Content Marketing strategy towards the creation of content suitable for every type of audience and channel, thus creating quality blog posts. The measurement of the KPI of traffic to the site must include a comparison from month to month, but also from year to year: only in this way will you be able to understand if your Content Marketing strategy has been effective.
Why monitor average page time?
The average time on page represents a qualitative KPI to be measured in a Content Marketing strategy. If the user likes the content and is able to respond effectively to his or her search intent, the appreciation will be tracked from the average time on page measured by Google Analytics. Other parameters also depend on this metric, such as the number of pages viewed per session and the percentage of bounce rate, i.e. the bounce rate.
What does bounce rate represent as a metric of a Content Marketing strategy?
As we said, the average time a visitor spends on a page is closely related to other parameters, just as the bounce rate, or the bounce rate. Do you know what is meant by this term? The bounce rate is recorded every time a user leaves the site after seeing a single web page for a few seconds. You can calculate the bounce rate as the ratio between sessions on a single page, divided by all sessions or the percentage of all sessions on your site in which users viewed a single page and triggered a single request to the Analytics server. These single page sessions will have a duration of 0 seconds.
The bounce rate represents an important metric to monitor within a Content Marketing strategy: it serves to provide useful information on the quality of a visitor’s experience on their website or corporate blog.
What is ROI?
Source: corporatefinanceinstitute.com
The ROI is a key element in understanding how the business of a company is, and is strongly linked to the CPA. The term ROI indicates the Return on Investment, or the return on investment, ie how much you can earn from the invested capital. Usually the ROI within a Content Marketing strategy is calculated as the ratio between the revenues produced by a content and the sum of the production and promotion costs incurred for the same. If the result is greater than 1, the content will have been effective and profitable from a sales perspective.
Unique page views and unique visitors, as the KPI of a Content Marketing strategy?
With the term page view we want to indicate the view of a page of a site that is recorded by the Analytics tracking code, while with a single page view the discourse expands. In this latter concept, in fact, the page views generated by a user during the same session are aggregated: the single page view therefore indicates the number of sessions during which this page has been viewed one or more times.
On the other hand, they represent unique visitors quite another thing. The latter are represented by individual users who arrived on the site in a given period. The control in this case is carried out using a cookie, which is not deleted when the person closes the browser. In this way, when the user returns to the site, Analytics will be able to recognize the visitor, and will not count him as new. Unique visitors can be identified by the sum of all unique cookies counted in the reporting period.
In summary, therefore, the main KPIs to be monitored in a Content Marketing strategy are:
- traffic to the site;
- average time on page;
- bounce rate;
- ROI;
- Unique page views and unique visitors.
The combination and measurement of these metrics are used to better orient a Content Marketing strategy, monitor its performance and make improvements if necessary.
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