Beyond the Bounce Rate: A Guide to Content Marketing KPIs
Transcript of Beyond the Bounce Rate: A Guide to Content Marketing KPIs
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Content Marketing KPIs
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A large amount of marketers don't track the ROI of their content marketing programs.
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B2C Marketers
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B2B Marketers
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What’s behind the lack of tracking – and behind the lack of success at tracking – the ROI of content marketing programs?
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Content marketing programs are generally developed seeking branding benefits.
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No matter what, the question that needs to be answered is:
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How is your content marketing program tied into your business model?
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Content Marketing KPIs before publication
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Before measuring the success of the content you’ve published, it’s important that both your content production and distribution are backed by data from their inception.
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For a data-driven content marketing approach, you might first:
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Analyze and list which content works best in each of your distribution channels
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Figure out and list which content pieces received the most backlinks
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Discover and list the best search engines performers
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Get to know the best days and times to publish and promote your content
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Ready to go
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Content Marketing KPIs after publication
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These are KPIs that may vary according to your business model and to what you define as your conversion goals.
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Publishing companies are different when it comes to content marketing KPIs because the content itself is their final product.
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Content Marketing KPIs for publishing companies
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Specifying KPIs
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Content Marketing KPIs for other companies
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The company blog
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Specifying KPIs
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The resources page
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Specifying KPIs
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When it comes to the users that accessed some piece of gated content but didn’t convert through this piece’s CTA, the company still have their contact information, which can then be used to send them drip campaigns. In this scenario, the main KPIs to be monitored are:
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Specifying KPIs
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Videos, Presentations, Webinars and Podcasts
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Specifying KPIs
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Final thought
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Thank you