Content Marketing Goals and KPIs Are Important. But Why?
Updated: Sep 12, 2019
Content Marketing? "Yes, it's important, you have to do it!" Why? "Helps improve SEO, buying links does not work anymore." Similar to these fictitious quotes is the opinion and
the knowledge about the content structure as a marketing measure. And the content production and distribution sometimes looks just as unstructured. Conceptual and aimless.
But without goals content is just that: just content in the form of texts, images and other media elements. Without concrete, measurable goals behind it that justify the effort for content marketing, the best content does not help a company much.
There are some examples of content that seems to have been generated for its own sake or that has not been optimally embedded in the corporate strategy.
"... Pilates, what is that? The Pilates method is based on a holistic approach to body training. Here mainly the smaller, deeper-lying muscle groups are stimulated These are often weaker than our large muscle groups which are necessary for a correct and healthy posture but it comes down to just these small muscle groups. (...) "
Superficial information, without any direct relation to the company, graphically not very appealing, without a goal behind it - the example above shows a clear potential for
"... At the moment it seems to be an acute problem in many gardens: snails are on the move again and eat in the beds through the plants. Anyone who has not properly dug up the earth in the spring will now feel the consequences. Instead of gorgeous juicy leaves, there is a picture of snail eaten legacy. To save the beds and fight the
slugs, I recommend the snail trap of ... "
Purely promotional content, without added value. It has a clear goal, but is unlikely to be effective.
Test winner: ABC Insurance test winner Who visits his dentist must in most cases not only put his health insurance card on the counter, but also his wallet. A good
dental insurance can help here. Who ... read on now (...) "
Equally important is high quality and relevance as well as a more sophisticated strategy as the sole goal to provoke a purchase. The third quote above is a good example of content that seems to have been created without these presets.
Possible content marketing goals
While this article gives an overview of possible goals and associated KPIs, follow-up articles will specifically address the "how?": What can be the appropriate content formats, platforms, and content for each goal?
Specific goals that you as a company could pursue:
1. Increasing the reach : This very general goal is behind many content marketing measures. The (qualified, relevant) traffic on the domain should be increased.
This can mean attracting new visitors as well as providing incentives for past visitors to return. As a sole goal, however, the range increase does not help much; it also requires a strategy on how the additional users can be used to achieve the company's goals.
2. Generating Leads: A lead is generally when a visitor gives the business an opportunity to connect with it on a regular basis. The email address for the newsletter signup in exchange for a download, logging in to a community or protected area. The registration for the test phase of a product or the completion of a contact form.
3. Generate Sales: Does the content lead to sales? Here, a distinction must be made between the acquisition of new customers and the reactivation of existing customers.
4. Customer loyalty: Helpful content that gives the company a personality and shows that customers' needs are taken seriously promotes sustainable relationships with
the target audience and generates interaction (comments, likes, shares, etc.).
5. Branding: Under this can be summarized the increase in brand awareness and brand loyalty (in close relationship to customer loyalty). Content that reflects corporate values and sets the brand apart from competitors creates both increased brand awareness and identification. At best, customers become volunteer brand ambassadors.
6. Building an authority: High-quality content demonstrating one's own expertise is a good way to eliminate customer reservations and build trust.
7. Customer education: A potential customer who is well informed about the benefits of the product or service and whose concerns have been overcome, is significantly more likely to actually complete the purchase.
8. Customer Service: Content can also be a way to provide customer service by answering frequently asked questions. In addition to the FAQs, application examples or product videos help customers optimally use the product or service for their own benefit.
9. Building a community: Especially social media, but also comments in the blog can help to build a community around your own company. From exchanges between customers
to answering questions, these measures serve customer loyalty and brand loyalty.
10. Information your own coworkers: An often neglected, but not to be underestimated goal is the view of your own coworkers, who are informed and in the best position to know what is taking place within the enterprise, and are aware of any new developments that might exist or which successes were achieved. This helps employees identify more with the company.
11. Search Engine Optimization: For many companies certainly the primary target, because it is the SEOs who have been emphasizing the importance of content for years. Content
marketing should help to increase the organic visibility and generate links. This approach is right and important, but should never take precedence over other goals, the concrete benefit for (potential) customers.
Meaningful goals for content measures are so many. But how do you measure whether you have achieved these goals?
KPIs and success measurement
Content marketing in particular sometimes has very vague goals: becoming better known, gaining trust, building relationships with potential customers. Without concrete values, however, these goals are not measurable.
As a marketing channel, the success of content measures must be measurable. This means defining key figures that can be used to evaluate whether the defined goals have been achieved.
For example, KPIs can be defined as:
• Impressions / Page views: How often was the content viewed or viewed by individuals? This is about the pure reach, but whether the content had an influence on the visitor, whether an action was executed, is not measurable by this measure alone.
• Bounce rate: Does content direct users to other pages or do they leave the page after (or even before) reading the content?
• Social Engagement: Is Content So Helpful / Exceptional That It Is Disseminated? A large number of tweets, shares, etc. are indications that the content is very popular.
• Dwell Time / Scroll Depth: Did the visitors actually read the content completely? Especially for content with a call-to-action at the end, it is important to determine if it has actually been seen by the users.
• Click through rate (CTR): This measures the effectiveness of the application (ad texts, metadata, etc.). It's not so much about the content itself, but about the quality and effectiveness of additional data shared and disseminated.
• Rankings: Were specific keywords defined for which the content was optimized? So it can be measured whether the specific page is actually found over time or over these or similar keywords. But more important than the rankings on individual keywords should be the total organic traffic as well as the generated leads and conversions.
• Backlinks to the content: How many links point to the content page? Linking content from relevant other domains indicates that it has some influence and reach.
• Leads / Conversions: Perhaps the most obvious measure. How many visitors have bought / registered, etc.? What value does the individual visitor have?