How to Use and Where to Find Top KPI’s for Content Performance

content KPI

If there is one thing that I have been a stickler about throughout my marketing career, it is tracking. Too many times I have seen money thrown towards an effort without determining how to answer the question, “did it work?”.

Content Marketing is a must, and I suspect it will become progressively more important as we move beyond 2020. After almost two decade as a marketing professional, I think most organizations drag their feet into the content pool because it seems fuzzy, subjective, and uncertain.

While that can be said of many marketing initiatives are too, content (especially social media) tends to fall lower than it should on the priority totem pole.

Here are to top 14 types of data you should you be monitoring and reporting.

  1. Unique Visits - How to Use: Indicates level of overall interest and can signify the level of potential. Where to Find: Google Analytics > Behavior > Overview
  2. Pageviews - How to Use: Know how much content is being seen and can identify what visitors do on your site. Where to Find: Google Analytics > Behavior > Overview
  3. Time on Page - How to Use: Know if people are getting what they expect and if your content is engaging. Where to Find: Google Analytics > Behavior > Overview
  4. Bounce Rate - How to Use: See if visitors are interacting with the page and getting what they want. Where to Find: Google Analytics > Behavior > Overview
  5. Source of Traffic - How to Use: Understand what is driving traffic to your site. Helps to justify ads and prioritize efforts. Where to Find: Google Analytics > Acquisition > All Traffic > Source/Medium
  6. Top Blog Post - How to Use: Optimize posts and write similar posts. Where to Find: Google Analytics > Overview > Behavior Flow > Site Content
  7. Top Pages - How to Use: Optimize posts and add conversions champions to pages. Where to Find: Google Analytics > Overview > Behavior Flow > Site Content
  8. Channels - How to Use: Prioritize efforts and identify what kind of content is most interesting. Where to Find: Google Analytics > Overview > All Traffic > Channels
  9. Top Social Posts - How to Use: Prioritize efforts and write similar posts. Where to Find: Varies
  10. Top Email Posts - How to Use: What is most interesting to subscribers. Where to Find: Google Analytics > Acquisition > All Traffic > Channels > Email
  11. Top Subscription Offers - How to Use: Include in blog posts and calls to action. Where to Find: Varies
  12. Top Keywords - How to Use: Optimize posts and write new content. Where to Find: Google Ads > Keywords Planner > Discover New Keywords
  13. Heat Map - How to Use: Track movement, clicks, touches and redesign or rearrange site to be most appealing. Where to Find: Varies
  14. Lead Generation Rate - How to Use: Know how willing people are to download materials, submit info or make a request. Also, craft new content. Where to Find: The number of unique interactions with your blog and other materials (views, clicks, and downloads) divided by the number of new leads in the same period.
Click here for a complete Content Marketing KPI Guide.