In order to evaluate the success of content marketing and assess the return on investment of your content campaigns, it is important to use simple, applicable, and helpful KPIs which we also know as Key Performance Indicators in full form. For your knowledge the ideal KPIs are content metrics that can determine performance eventually and across all levels of the conversion funnel.
Evaluating Content Performance through KPIs
We all know that a good KPI is quantitative, appropriate, and simple to analyse. In case, you don’t know if you are seeing to a KPI or a plain metric, then perform a simple test: just visualize that you are able to double the worth of this indicator. If you look forward to the business feat to be amplified a lot, then without any doubt it is good KPI for your business context. Otherwise, it is a simple metric. If you strive to set KPIs for your copy, hit upon the numbers where you are willing to move the needle and exploit those values as metrics that matter the most.
Learn the Past and Build for the Future
Prior to you (as a content writer) start typing a copy, you should be aware of the past articles that have achieved good ranking and met the brand’s vision. Without any question, you can always use a thriving copy as a template for getting to future customers. Here, it doesn’t mean that brands are required to go over the similar stories as well as listicles. In its place, these metrics should be used as content writing tips that stimulate how writers jot down the articles. And it is good to be noted down that past achievement can read out the tone as well as topics that construct a brand’s story.
Turning KPIs into Content Writing Tips
- Click-through Rate & Bounce Rate
We agree that storytellers could be able to provide a top-rated and brand-aligned content, but if nobody views it, the story is not going to produce a conversation. According to the industry top leaders, marketers are required to share click-through rate (CTR) metrics with writers to assist them in making out how to get their articles seen. It is vital to consider the topics or categories that receive the most attention, and if the users act well in response to interviews or other sort of content.
But let us tell you that CTR doesn’t portray the complete story. You can attract the customers using an attractive caption but when they see content is obstructive and boring, they tend to exit the page right away. For this reason, you should supplement it by bounce rate. While it may look like unkind to notify the writers that a certain number of people are not gripped by their piece, it can assist in narrowing the spotlight of the article, egging on precise captions & descriptions, and put CTR in context.
- Time Spent on Page
Did you know that 39% of B2B marketers declare that they use time on website as a medium to gauge the achievement of their content campaigns? In order to keep escalating this figure, marketers should endow the writers with some of the finest performing content and infographics together with videos. See if there is any match amid these articles and also chew over the style and tone these write-ups express. Try to find out that what makes all the articles so appealing and if there is a specific point on each when readers drop their interest.
Well, there is no need to pass along hard information to the writers, but it is vital for the marketers to share their findings when they become visible. Let’s take an instance, say a certain KPI may tell that your users are attracted by stories that pull back the drape on your company, and that consecutively could motivate influencers to give more insight. Sooner or later, this will manifest itself in more striking copy that delivers what your readers are looking forward to.