Content marketing is the key part of any Social Media strategy. The Content Marketing Institute indicates that 86% of B2C companies use it both to get new customers and to retain existing ones. However, it is still difficult for companies to measure the effectiveness of their actions. To facilitate the task, you can use these Key Performance Indicators (KPIs), or key indicators, with which you can measure better if your goals are met:
Number of unique visits. It is important to know how many people have accessed your piece of content, whether it is visits to that particular article on your blog, the times it has been shared, the pingbacks it has received. If it is a white paper, the number of downloads or in the case of the video, how many plays have registered. It is also interesting to extrapolate this data and analyze whether it has translated into new subscriptions to your blog or in the record of leads.
Number and type of comments you have received. It analyzes both the number of comments and replicas, as well as their nature. Whether the comments are positive, negative or neutral; Who they come from (whether they are recurring users, or new members of your community). This will serve to analyze if your audience likes your content, or what you have to improve, based on the criticism received. In addition to knowing if you have reached new potential customers, or for your part, you are loyal to existing ones.
Place of origin of your users. It is very important to find out where your audience is located geographically, in order to analyze if this audience corresponds with your target; Or if on the contrary you have to reorient your strategy, to be able to reach who really interests you. For its part, this information will also be very useful to focus your actions in the area of influence, creating content actions focused on those countries or cities, in order to strengthen your presence in that place and thereby improve the impact of Your actions. If for example you have many readers in the UK and you are interested in fostering engagement, create specific pieces, based on your culture, using country-specific gadgets or images from your major cities.
Time spent on your content. Study the percentage of dropouts, the rate of rebound and the time of permanence in front of your creations. It’s important to know how much time they spend watching your videos, how many pages they read on your blog, or how many clicks they make on the email you’ve sent to your subscribers. This way you can have a valid reference of the penetration of your message, which type of content works best, and which format is the most accepted.
Device used to consume your content. It’s important to know what media your users use to access your content. What percentage does the traditional pc use, as well as how many users turn to their smartphone, which of them to the tablet and which operating system they use in each case. If you come across a large number of iPad users, ideally you should develop an app for this type of devices; As well as optimize smartphone usability, in order to improve the experience of your users through this pocket display.
If you take into account these parameters when designing your content strategy, you can adapt to the needs and habits of your real audience, and gradually increase the effectiveness of your actions and, with it, profitability your investment.
What other indicators do you use to measure the effectiveness of your content marketing strategy?