With the state of the Internet today, and the importance of digital marketing therein, key performance indicators (KPI) have taken on a greater value than ever before. Whether you’re a small business or an established brand, having a solid knowledge of KPIs is essential. Finding the right metrics by which to measure your KPI is important as there are a wide range of metrics, but not all are as valid as you might think. Luckily, we’ve compiled a list of some of the best metrics by which to measure your content marketing.
How Many Visitors Has Your Content Brought In?
Measuring unique visits is a useful tool to figure out precisely how many individuals have visited your site and viewed your content. While it might not provide much information besides that, it serves as a useful foundation for other tools to compare with.
Where Is Your Content Being Viewed?
Understanding the location of your viewers is an important aspect of marketing because it helps you decide where to allocate your advertising resources to better engage your audience. In fact, Google Analytics provides detailed information on the geography of visitors for precisely this purpose.
How Are Visitors Viewing Your Content?
While detailed knowledge of your visitors can be useful, so too can how they’re viewing your content. Are they doing so from a computer or a mobile phone? Understanding the difference between the two and what it means for your content will better equip you for future updates and allow your site to be more user-friendly.
How Long Is Your Visitor Engaged?
The problem with the first KPI, the measure of individual visitors, is that it does not discern a difference between users visiting the site for a brief moment and those that are actively engaged in the content and spend hours on your site. This is referred to as the bounce rate, a crucial factor in determining the success of your content. A high bounce rate indicates that you need to improve viewer retention.
What Parts Of Your Site Are Getting The Most Attention?
Heat maps are an often overlooked tool in determining the effectiveness of your website. By viewing what areas of your site are being clicked on the most, you can rearrange your website’s layout to better reflect the portions of your site that are the most attractive to visitors.
How Should You React To Comments?
The Internet has both blessed and cursed people by offering everyone the ability to communicate with complete strangers at any time. Some businesses try to curb this freedom of speech by restricting what can and cannot be posted, but this is a mistake that should be avoided at all costs. Discussions are your best tool for advertising your site and can often lead to sharing via social media sites.
As you can see, there a wide range of available options for those interested in taking their online marketing seriously. With the right tools and metrics, KPIs can not only give you valuable information on your target demographics, but also show the areas that your business can still improve upon. The only thing left to do is get out there and start making content.