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What’s the best way to measure your content marketing?

Last update on April 14, 2016.

One of the main advantages of Content Marketing is that besides providing your target quality content is a very valuable tool for generating traffic and sales. In this post we give you some tips to catch your audience. The key of Content Marketing lies in the added value it provides. But better measure than repeat. When charting your inbound marketing strategy (or attraction marketing) is essential to clearly define what will be their KPIs (Key Performance Indicators or). But what exactly are they? Being a strategy that involves various content and media, we might think that measuring the results could be somewhat complex. However, the outstanding measurement capability that digital media provides us, allows us to define more clearly the metric keys to evaluate the performance of the actions taken:
  • KPIs of web positioning
  1. Views: the traffic from search engines like Google is increasingly important, so that today it is essential to have an updated SEO strategy. If you want to learn more about the various practices to position your website, keep reading.
  2. Conversions: this is the number and percentage of visits from search engines that complete the cycle on your site either by making a purchase, subscribing to your newsletter or doing what you define as your goal.
  3. Income: the cash flow generated from conversions produced by visits from search engines. Calculate the total revenue as well as the average revenue per visit.
  • KPIs of Social Media
  1. Follower Growth: the increase in the number of followers, fans, etc. Is usually a good sign, because it means a greater range of your brand and your message. However, do not trust: Quantity is not always synonymous with quality. Avoid unethical and short-sighted practices to increase your fan base.
  2. Clicks on the links: this ratio is a good indicator of the relevance of the content you share with your target audience.
  3. Shared links: this indicator is also valuable to measure the performance of your strategy, as each shared link intensifies the chance to increase your fan base.
  4. Publications Volume: this metric evaluates the consistency and frequency with which you public content. And while it seems simple to measure, generating content is not so much.
  • KPIs of content marketing
  1. One time visitors: compare different types of publications to determine what type of content is most interesting, from the number of visits generated by the new post published or the new page incorporated to your website.
  2.  Geographic location: knowing the geographical location of most of your visitors will allow you to adjust the style, tone and type of information to the profile of your target. To know it, create an account in Google Analytics and register your site.
  3. Mobile Traffic: this KPI is gaining increasing notoriety, from the furore generated by the increased use of mobile devices (smartphones, tablets, etc) in recent years. If a higher number of visitors come from these devices, you'll know that you must adapt the content to their screens, maximizing your performance to make it more visual and synthetic.
  4. Comment: a post with many comments is a clear indicator of the interest generated in your hearing. However, a few post comments do not always indicate lack of interest. Often people avoid commenting and directly demonstrate their interest sharing content on social networks.
  5.  Social Impact: the number of times that the content was shared in social networks is a clear indicator of relevance.

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