5 Content Marketing Objectives and KPI's to measure in 2019

Let’s get over with two myths, One is Content Marketing is not a new form of marketing and the other is, Content Marketing Strategy involves all forms of content, not just written ones.

Brands like Coca-Cola, Red Bull and Nike have been engaging with their audience since their establishment by storytelling, educating and providing value all the time to the personal level, by candidly understanding the power of content.

What do you think about this Coca-Cola commercial advertisement “Just waiting for my mother” from 1941?

Now that Social Media is turned into a massive hall, Content Marketing has taken a smart transition into the online social world -- in the form of written posts on your corporate blogs, videos on YouTube, GIFs on Twitter and cat pictures on Instagram.

All these content by businesses and brands aren’t created just for the sake of creating content. The purpose behind developing each piece of content is to generate some valuable results. Each and every piece out there (even the 1941 Coca-Cola commercial) is supported by business goals, marketing objectives and KPIs.

However, now question arise that how to measure the content marketing success?

In order to create and measure your content effort, you need to know how to track the meaningful metric for a particular marketing objective.

In this brief post, we are going to discuss what type of content connect well with your audience and helps you in achieving your content marketing objectives, by focusing on various KPIs.

5 Content Marketing Goals and KPIs

The content marketing goals and KPI's of every business is different from other. It entirely depends on the requirement of a particular business.
We have mentioned the top 5 content marketing objectives or goals that every organization should definitely include in their content marketing strategy.

  • Building brand awareness
  • Generating traffic
  • Generate Leads
  • Converting leads into customers
  • Improving retention and customer loyalty

1. Building brand awareness

What type of content attracts more audience to your brand? It is completely dependent on how exciting and informative your content is at the first place.

This marketing objective can work only when your efforts are pointed towards the relevancy of your target persona.

What to do?

Understand the target persona more psychologically and create content that matches their need, your content should be relevant.

What to create?

  • Educational content like using templates, ebooks, a presentation about the topic within your industry.
  • Content showing your office culture, accomplishments, partnerships and case-studies
  • Funny videos and GIFs

What KPIs to track?

To measure the success of your content marketing strategy, you need to define what content marketing KPI's you want to measure. Here is the list of some of content marketing KPI's that you should focus on a regular basis-

  • Social Chatter
  • Video views
  • Likes, shares, tweets, +1s and pins
  • Forwards
  • Inbound links

2. Generating Traffic

While developing the content marketing strategy for your business, you need to define the goals or objective that you want to accomplish with every piece of content.

The brand value your content provides to your audience will only attract them to your website or blog. Hence, generating traffic.

It is the first step of your conversion funnel -- precisely, top-of-the-funnel (TOFU). This is the place where your audience hit your brand website. So be ready to escort them ahead of the funnel.

What to do?

Create content that educates your audience on a certain topic by driving readership to your website.

What to create?

  • Blog posts with strong CTAs to your landing page
  • Social Media posts with blog links (Use Statusbrew to save a ton of time)
  • Mention influencers in your content and outreach them for share and shoutout

What KPIs to track?

Now, you need to look at Behavior and conversion metrics-

  • Blog visitors
  • Repeated visitors
  • Session time on the blog and website
  • Bounce rate
  • Click through rates
  • Conversion rate for CTAs

3. Generate Leads

Traffic provided by your content shouldn’t go waste. It should move to the next part of the conversion funnel in order to generate leads. You need highly relevant content that can grab email before being accessed.

The potential readers of the content are known to be the highly relevant leads for your business.

What to do?

Create content and hide it behind a lead generation form.

What to create?

  • Ebooks
  • Guides
  • Pre-designed spreadsheets
  • Templates
  • Reports
  • Case-studies

What KPIs to track?

  • Lead generation metrics would be the most relevant at this middle-of-the-funnel (MOFU) stage.
  • Landing page conversion rates
  • Email subscriptions

4. Converting leads into customers

The most valuable part of the entire process is to make sales from all of your above efforts. If you miss the chord, you lose the numbers.

What to do?

You need to educate your audience about the brand and its services by providing value and solution to their problems.

What to create?

  • Product videos
  • Case studies
  • Content defining customer success rates
  • Product tutorials

What KPIs to track?

  • Focus on the sales metrics, keep track of your e-commerce system.
  • Final thank you page conversion rate
  • Online sales

5. Improving customer loyalty and retention

If your customer is not staying then there’s a problem with your brand and product. You need to understand and delight your customers in every way possible.

Happy customers help you make more revenue.

What to do?

Strengthen your customer success team and keep your customers updated with your updates and features.

What to create?

  • Regular blog posts to educate your customers
  • Video tutorials for your new features
  • Free webinars
  • Discount offers
  • Emails
  • Trending news in the industry
  • Weekly newsletters

What KPIs to track?

  • Churn rate
  • Lifetime value of a customer
  • Revenue
  • Customer success feedback

Takeaways

Eager to know from you! Again!

Content Marketing Strategy is truly aligned with your brand emotion and value you provide. You need to completely understand your audience and map out a high-level content strategy from the beginning.

Always keep your eye on the insights because numbers represent experiences.

How do you build your Content Marketing Strategy? Let me know in the comments.

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Mohamed Sikandar G

Content Developer

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