To discover whether your content marketing is successful and to what extent your established goals have been met, you need to identify the key performance indicators.

Marketing Profs shared an article by Georges Fallah on the top KPIs to monitor:

1.    Number of visitors: Gives you an indication that the sources you're relying on to get visitors to your blog are working for you.

2.    Average session duration: The time spent on a page reveals whether your leads are really enjoying your content or not.

3.    Bounce rate: If some of your content pages have a high bounce rate—i.e., a significant amount of your leads leave immediately after landing on them—that indicates you have a problem.

4.    Brand awareness: Content marketing is not only about measuring the aforementioned metrics related to a video, blog post, podcast, or infographic but also about observing how they are performing across different distribution channels.

5.    Session-to-contact rate: This metric determines how much of your organic traffic is leading to conversions. If the rate is satisfactory, it means that your leads are happy and engaging with your content and don't have any problem opting into your forms and providing their contact information.

6.    Conversions: Conversion goals may vary depending on the stages of your customer's journey that your leads are currently in (top, middle, or bottom of the funnel). To identify your top-performing content, you can use Google Analytics' or any similar tool's tracking parameters, such as UTM, which allow you to determine the content pages that are converting your leads into customers.

7.    Length of sales cycle: Measuring how long it takes for leads to convert into customers after interacting with your content is crucial, particularly for leads in the middle or bottom of the sales funnel, as it helps assess the effectiveness of your content and the speed of conversion.

8.    Loyalty/retention: To determine how loyal your customers are to the content (and by extension your brand) you're producing for them, you need to check how your email marketing channel is working.

9.    SEO performance: Content's main role is to offer value to your target audience but also to outrank your competitors in search results pages. If your website or a page ranks in the top 10 search results, your content marketing strategy is on the right track.

Comment below which KPIs you've been monitoring and what's worked for you in content marketing!

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