Content Marketing KPIs: Which Metrics Should You Track? (+Infographic)
Struggling to measure the performance of your content marketing campaigns? You are not the only one. Many marketers face the same issue. After all, tracking content marketing KPIs (key performance indicators) can be tricky.
That’s because while content is a driver of business growth, content KPIs aren’t indirectly linked to your revenue. And also because content can be used to facilitate an array of marketing goals at each stage in your funnel. So depending on your campaign goal, there are different KPIs that will be most relevant for measuring success.
In this post, we’re going to take a look at KPIs that are suitable for four different content marketing goals:
Increase brand awareness
Generate more leads
But before we get into the details, it’s important to understand why tracking KPIs is essential for all marketers.
What's the importance of tracking KPIs?
The biggest benefit of tracking content marketing KPIs is that it gives you an idea of whether your content gives you your desired results. It helps you know whether your target audience sees your content, engages with it, and resonates with it.
What's more? Tracking KPIs helps you understand if you are using the right content distribution channel and if your audience finds it valuable.
Measuring the right KPIs can help you analyze which tactics are working and which aren’t. You can then make relevant changes and adjust your tactics to improve your campaign ROI.
Now that you know why you need to track KPIs, let's look at how you can choose relevant ones.
How to choose relevant content marketing KPIs for your campaigns
According to a 2020 Content Marketing Institute B2B study, the most tracked metrics for content performance are email engagement, website traffic, and website engagement. While all these metrics are important to track, they may not necessarily be relevant to your campaign goals.
So, how do you find the right ones for your campaigns? You need to have a clear idea of what you want to achieve from your campaign. Once you set specific content marketing goals, you can match those goals with the right metrics and KPIs.
You need to have a clear idea of what you want to achieve from your campaign. Once you set specific content marketing goals, you can match those goals with the right metrics and KPIs.
Instagram Stories Analytics: 19 Must-Know Metrics to Improve Your Performance
Businesses can engage their audiences effectively through Instagram—not only through regular feeds, but also through Stories which have become a powerful tool to advertise a brand to a large audience. Brands and business owners can significantly improve their performance on the market with Instagram Stories.
Hence, measuring your success with Instagram Stories has become a crucial part of continuously improving them to facilitate your promotion strategy. In order to analyze whether your Instagram strategy has been successful, it’s essential to know what factors need to be measured and how it can be done.
In this article, we’ll discuss:
The details of your Instagram Stories analytics
What each metric means, and
How you can use your metrics to improve your Instagram stories strategy.
Understanding Instagram Stories analytics
Instagram stories analytics are split into three categories: Discovery, Navigation, and Interaction. Let's take a closer look at each one, why they matter, and how to boost performance with them.
Discovery involves reach and impressions. Reach is the figure that defines the number of accounts that viewed your Story. Impressions represents the total amount of times your Instagram Story was viewed.
Why does discoverability matter?
High discovery rates are crucial for business owners who advertise on Instagram and for bloggers and influencers who earn profits out of it. The more people a Story reaches, the better. To find out what part of your audience is watching your Stories, you need to compare the number of your followers with the number of reach and impressions.
How to boost your Instagram Stories' discoverability
We suggest using the following tips to boost the discoverability rate of your Stories: add stickers, locations, or hashtags so a Story is more likely to appear in the "Explore" section or the sticker’s larger Story. For small business owners, Instagram has another suggestion: You can use Support Small Business, Gift Card, or Food Order stickers.
For small business owners particularly, you can boost discoverability using Support Small Business, Gift Card, or Food Order stickers.
Navigation involves the following user activity:
Forward Taps: Number of times someone tapped to the next Story.
Taps Backward: The number of times someone tapped back to see the previous Story....
42 Powerful Local Marketing Ideas You (& Your Customers) Will Love
Local business owners know digital marketing is critical. Unfortunately, many don't sustain growth because they cannot maintain consistency or because they run out of ideas. The good news is, effective digital marketing is a beautiful mix of search engine optimization, pay-per-click marketing, content marketing, social media advertising, and more—and with ever-changing trends, there are always ways to come up with new ideas.
Yet as a business owner, it can be hard to come up with those new ideas. That's why we've created this guide, which will cover local marketing suggestions and tips in four overarching categories:
Local Facebook and Google advertising
Local listings and review sites
Social media marketing
Some of these strategies are tried and true, while others may be new to you (rhyme not intentional, but we’ll go with it). The point is, there is something in here for everyone, whether you’re a rookie local marketer or a more seasoned and savvy specialist.
Effective local marketing ideas: advertising
Small businesses often have a small budget, so it might seem strange to have this as the first and foremost grouping of local marketing ideas. The truth is, thanks to the advanced targeting capabilities of online ads, they are a cost-effective way to get qualified exposure for your lcoal business. The key is to do it right. here are X ideas and suggestions to use it to get a solid ROI on your advertising spend.
1. Run Google Ads
Google, one of the foremost search engines in the world, allows you to target potential customers in your local area specifically with pay-per-click ads. With this platform, you can run the classic search engine result Google Ad, Google Service Ads, Google Shopping Ads, and more.
A higher volume of inquiries and increased sales are just two of many benefits of running Google Ads. A well-thought-out ad strategy can also yield long-term results that are less tangible, such as improved brand awareness and brand recognition, which often leads to referrals and sales down the road.To learn more, check out:
Should I Run Google Ads?
How to Run Google Ads
Our free Google Ads Performance Grader
2. Set up detailed radius location targeting in Google Ads
Below is a simple explanation of Google Ads radius targeting.
You might think you...
The Top 10 Online Marketing & Advertising Stories of 2020
It’s that time of year again. Venture capitalists are taking to Twitter to share screenshots of the new IPOs they just missed in 2009. Just kidding, that’s all year.
On a serious note: today, as we enter the holiday season, we look back on a year that was extremely difficult for a lot of people. And because this is a marketing blog, we were with you every step of the way, doling out strategies to help business owners and marketers stay afloat.
Let’s take a look back at the top 10 online marketing and advertising stories of 2020.
10. COVID-19 changes how consumers shop (and search).
The inception of COVID-19 made it clear: in-person retail was about to take a hit. Google advertisers tracking in-store visits saw conversion volume drop by 90%, as e-commerce became more and more of a necessity for online businesses.
Not only did the nature of how consumers shop change; the nature of how they searched changed as well.
Searches for keywords containing COVID-related long-tail variants skyrocketed as consumers began to wonder how their favorite product or service would be impacted by the virus.
COVID-19 search interest in the US.
Seemingly mundane questions took on greater significance and increased search volume:
The industry also saw mobile searches drop by around 25% as consumers began browsing more from their homes. Marketers quickly found it necessary to build e-commerce storefronts, monitor the newly released Google Trends Coronavirus Hub, and even switch to smart bidding strategies to match the changes in search behavior.
9. Businesses everywhere boycott Facebook advertising to influence social change.
The Facebook ads boycott, formerly known as #StopHateForProfit, began to gather steam around mid-June. Color of Change—the largest online racial justice organization in the U.S—together with the NAACP, ADL, Sleeping Giants, and others, called on Facebook advertisers to halt all ad spending through July.
Frustrated with Facebook’s inability to moderate hate speech, these organizations hoped that a month of lost revenue would force the platform to think more seriously about putting steps in place to combat hate, racism, harassment, and the like.
A ton of enterprise businesses and corporations—from Adidas and Best Buy, to Starbucks Coca-Cola—joined in on the movement. Small businesses...
14 Link Building Secrets from a Technical SEO Expert
When you search for link building tips, you usually get a long list of tired old techniques that everyone already knows. It’s easy to guess that you should Google “Keyword + Write For Us” or look at high-ranking sites in your target niche and scrape their backlinks. What you really need is a list of inventive tips that you’ve not tried before.
Having been involved in building backlinks and running a link building service from the UK since 2008, I know the techniques that few ever put on generic lists.
So dive in, and I’ll share some of the innovative ways that we search out the best link building opportunities and then work to secure those high-quality links. These tips fall into three areas:
Finding the right sites to earn links from (with recs for specific tools we love)
Outreach and communication
Making the most of your in-content links
Let’s get started!
How to find the right sites to build links from
1. Look beyond your competitors for opportunities
Many link builders recommend that you check out your competitor’s backlinks for inspiration; but have you thought of checking out the backlink profiles of the sites that link to them?
Go down the rabbit hole! Check out the backlink profiles of the sites that link to your competitors, then check the backlink profiles of the sites that link to them, and so on.
Some great tools for this are Ahrefs, Majestic SEO and Moz Link Explorer. It might sound convoluted, but you’ll tap into a supply of fresh site options to explore if you use this method.
2. Dig deep into Ahrefs’ link building tools
Ahrefs is a very handy bit of kit for link building, and there are loads of different ways to make the most of it.
The solution has various tools that can help you to find high-quality backlink opportunities. It also offers lots of filters so that you can find the right sites for your backlink profile.
For starters, you can use the Keyword Explorer tool to find associated keywords that other high-ranking pages in your niche incorporate into their content.
These keywords can inform every stage of your process; if you don’t get much joy with your main keywords, or you exhaust all of the options, you can use associated keywords to find more sites.
You can then put your new keywords into Ahrefs’ Content Explorer to find pages that discuss your chosen topic and rank well for the keywords you’re targeting.
27 Free & Low-Budget Marketing Ideas for Any Business
Small businesses often have a tight marketing budget to work with, which can make promoting your business a challenge. The good news is, there are plenty of ways for you to market yourself to your customers without spending any (or much) money.
Now as a business owner, you probably don’t have the time to research and identify these free marketing ideas, so we’ve taken care of that for you.
In this post, you'll find a ton of free and low-budget ways to market your business, broken down into three categories:
Free and fast marketing ideas
Free marketing ideas that require a bit more effort
Quick marketing ideas that require a little more budget
So let’s get started on these marketing strategies that won't put a dent in your wallet.
Free and fast marketing ideas
These strategies are 100% free and don’t require a ton of resources or time (since we know that time is money).
1. Create a free Google My Business account
For local businesses especially, a Google Business Profile has become one of the most effective free marketing strategies available. This free listing allows your business to show up on Google Maps, the local section of Google Search, and the right-side Knowledge Panel for branded searches.
An example of a Google Business Profile Accessed from Google Maps
But in order for your Business Profile to show up higher on Google Maps or local results, you need to optimize your Business Profile, and in order to optimize it, you need to have verified ownership of it—which is done through your Google My Business account.
2. Post (and engage) on social media
Increasing social media engagement and building a community online is a free way to grow your small business while expressing your brand’s personality and building trust with your audience. Create business accounts and participate in the big social media sites—Facebook, Instagram, LinkedIn, Twitter, YouTube, and more. This is something you can do whenever you have a few minutes to spare.
Promote your blog posts, which drive traffic to your website.
Directly dialogue with followers to express your brand voice and garner more engagement.
Run polls and request feedback.
Take excerpts from longer forms of content and create quick and informational posts that are easier to digest.
Whatever your motivation, make sure you are regularly active and proactive on the social...
What Is Lazy Loading? Understanding Lazy Loading for SEO
Did you know that 47% of users expect a page to load in 2 seconds or less?
Page speed is crucial in today’s digital marketing world for a number of reasons. Users that can’t get to your site, or that get frustrated by the process of doing so, have a high likelihood of abandoning your brand for their blog post or product and looking elsewhere.
A connection speed delay of just 500 milliseconds can result in an increase in “peak frustration” of more than 26%, and a decrease in engagement of 8%. Moz pegs ideal page load time at 0-4 seconds, and found that pages that load in under one second convert at a rate around 2.5 times higher than pages that load slower than five seconds or more.
The takeaway is obvious. For most people, the amount of time it takes to get to your website is their first experience with your brand. Saddling them with slow page speed is a surefire way to start the relationship off on the wrong foot. You even risk turning off repeat users and customers from converting again.
That’s where lazy loading comes in. Lazy loading is one of a number of crucial page speed optimizations you can make to increase performance and give yourself the best chance of converting new users.
Let’s talk about it!
What is lazy loading?
Lazy loading, in a nutshell, allows you to defer slow-loading page elements until after your page has rendered. It’s a way of making sure a user “gets” to your site (and doesn’t bounce) before doing the heavy work of loading some of the bigger, non-critical, below-the-fold elements on your web page.
The idea here is to shorten the length of the critical rendering path, or the length of time it takes the user to reach the page’s Largest Contentful Paint (LCP). Largest Contentful Paint is a fancy way of saying load speed. It’s also a crucial way of saying it, because it represents Google’s understanding of load speed.
Largest Contentful Pain marks the point in the page load timeline when the page's main content has likely loaded. LCP has always been a crucial element of page speed and user experience. It’s even more so a factor now that Google has released its Core Web Vitals.
You can think of Core Web Vitals, which Google introduced back in May 2020, as the baseline requirements for a site’s technical health; indicators Google uses to evaluate the UX (user experience) of a page. They are...
15 January Marketing Ideas to Start 2021 with a Bang
You guys. We’ve made it. We’re entering 2021 and finally saying goodbye to 2020. The year that brought us so many ~unprecedented~ times. We’ve experienced an actual pandemic, a turbulent election, the rise of TikTok, and so much more.
Let’s take a moment to appreciate all we’ve been through together.
Ah. Feels nice.
Okay, now it’s time to get to work. The holidays are over, your marketing plan is ready to go, and the world is your oyster when it comes to making a splash with your marketing in 2021.
To help you start ramping back up on your marketing, we’re sharing tons of creative January marketing ideas, including:
Quick and easy marketing ideas you can tackle this month to help you start off the year on the right foot.
Ideas to help you organize and streamline your planning so you’ll be on track to meet (and hopefully exceed) your marketing goals all year long.
January holidays, observances, and themes to help you plan your promotions, social calendar, and business events around.
Let's kick things off!
Quick and easy January marketing ideas to get your year started right
1. Update your Google My Business profile
A robust Google My Business profile is more important now than ever. If you want to show up when local searchers are trying to find businesses like yours on Google or in Google Maps, a complete and optimized Google Business profile is the place to start.
Take a minute to make sure your profile is claimed and then take it a step further by optimizing your listing:
Populate the Q&A section of your profile with frequently asked questions.
Add some images or a video that showcase your business.
Make sure to respond to all reviews.
Get more tips to optimize your Google My Business profile here.
2. Create holiday roundup posts
The holidays might be over, but don’t miss out on the opportunity to squeeze every last drop of cheer you can out of the last month! You can still make the holidays part of your January marketing by creating and publishing holiday roundup posts on your blog or on your social media sites.
Here are some ideas:
Did your catering company work a holiday party? Post pictures or recipes!
You can also take advantage of #tbt (Throwback Thursday) on Twitter and Instagram and post pictures from just a couple of weeks ago to share with your followers.
Cleaning services or home goods shops can provide post-holiday...
4 Underrated YouTube Metrics to Quantify Your Video Campaign Success
I completely understand how difficult it can be to explain to a client the value of YouTube. It does not help when video campaigns (or YouTube campaigns) are also run through Google Ads. This can set a false expectation that video campaigns can or should perform just like Search campaigns, and in most cases this is not true.
Video campaigns in Google Ads have been my favorite way to build awareness for my clients that can help someone make the decision to buy from your company further down the road. Since that viewer of these video ads may not be ready to convert right away, we cannot look at only conversions as a success metric. There are other KPIs I like to review to see if my ads are engaging the users to perform the actions we want them to take.
Here are my four favorite, underrated metrics to help measure the true value of a YouTube ad campaign.
1. “Video played to” column
It's no surprise that the main reason people go to YouTube is to watch videos. And even if the goal is to send more people to a specific landing page, the first step in a video campaign is actually seeing the video ad. That is why understanding how long people are engaging with the ad can be a good indicator of how much a user is paying attention to your message.
To view the “Video played to” metrics, you can add the column from the Performance columns menu.
The column will only show you if a user watched the video up to four different milestones: 25%, 50%, 75%, or 100%. This means if a user watched the video up until the 45% mark, it will only count as hitting the 25% milestone. There is no rounding up for these columns.
I always recommend to try and have your most important message (call-to-action, value proposition, etc.) in the beginning of your video if you are running skippable TrueView in-stream ads. This is because if a user skips the video, you most likely don’t have to pay for the ad and still get your message across. But sometimes, we’re stuck with video creative that is not ideal. This is where viewing the “Video played to” metrics can help.
Understanding that video ad creative lengths can vary, let’s assume your video ad’s value proposition is around the 30% mark. If a good percentage of users are not even making it to the 25% mark, it is a pretty good indication that your ad is not engaging enough to keep the user wanting to watch to the 30% mark.
If you are...