Mesurer l'efficacité du contenu est crucial. Il ne sert à rien d'investir dans un contenu magnifiquement écrit s'il n'engage pas les utilisateurs ou n'entraîne pas de conversions. Et ce n'est pas non plus bon si nous ne parvenons pas à tirer les leçons de nos succès et de nos échecs marketing.
That's why content marketing KPIs are so important. They allow us to assess the strength of our strategy and refine our techniques for future campaigns.
Les KPI, ou Key Performance Indicators, sont un outil essentiel pour tous les professionnels du marketing numérique, et chez greatcontent, nous conseillons toujours aux clients de les utiliser efficacement. Pour vous aider à maximiser leur impact, nous avons préparé une courte liste de conseils KPI pour vous aider à définir les bons objectifs pour chaque campagne.
1. Understand How Kpis Fit Into the Content Marketing Funnel
Pour commencer, différents KPI s'appliquent aux différentes étapes de l'entonnoir marketing. Ainsi, au sommet de l'entonnoir, les spécialistes du marketing ont tendance à se préoccuper davantage de la création d'un public et de la promotion des produits.
A ce stade, il est logique d'utiliser des KPI mis en place pour mesurer la notoriété de la marque.. This could involve setting targets for time spent by visitors on your site, the raw number of new site visitors per week, and new follower numbers.
This changes as we descend the marketing funnel. Towards the bottom, we tend to be more concerned with ROI and conversions. This means understanding how efficiently content turns leads into conversions, using metrics like cost-per-click.
2. Why SEO Kpis Are Vital for Business Performance
For many businesses, the top of the funnel actually lies outside their website or social media channels. Instead, their initial focus will be on SEO performance.
This is an area where tightening up your KPIs is a no-brainer. For instance, these metrics will be extremely useful when building a solid SEO strategy:
- Organic search traffic - A raw measurement of how many visitors arrive at your content via conventional search engines.
- Mobile search traffic - Increasingly important, this metric lets you assess how effectively your content reaches smartphone users. If it dips below organic search rates, some content optimisation may be needed.
- Keyword rankings - Each piece of content can be graded based on how it performs on Google searches for important keywords, giving you a clear picture of which keywords to focus on in the future.
All will provide invaluable insights into how your keywords are performing (or failing).
The aim here is to maximize the number of visitors, relative to SEO spending. We know that's not the end game for content marketing, but it's a vital starting point.
Sans KPI SEO clairement définis et correctement analysés, il n'est pas possible de créer des stratégies d'optimisation de contenu strategies. But with the right data, you can launch your pages into the highest reaches of the search engine rankings.
3. Choose the Right User Engagement KPIs?
Let's return to the top of the funnel for a second. As we mentioned earlier, in this section of content marketing campaigns, KPIs are all about attracting and engaging potential customers, who then become potential leads.
Il existe de nombreux KPI que nous pourrions utiliser ici. Tous ne seront pas pertinents pour votre campagne spécifique, il est donc essentiel de trouver une combinaison rentable. Par exemple, vous pouvez utiliser :
- Le nombre de visites sur la page - A simple measurement of how many unique visitors have reached each specific piece of content.
- Time spent on pages - Alongside page views, it's important to know how much time users devote to absorbing each text or video. This metric gives a very neat read-out of which pages are the most immersive.
- Bounce rate - This matters if the aim is to draw users into other parts of a content system. It basically measures how many users leave after viewing just one page. If you want to attract them to dig deeper, it's an essential KPI.
- Scroll depth - A Vital KPI. This tracks how far down a page visitors read before moving on, and it really helps when assessing long-form content.
- Repeat visits vs unique visitors - Measuring how regularly users visit your content can give a great image of how engaged people are. If you attract plenty of unique visits, but few come-backs, there may be an issue to address.
- Conversions and leads generated - Each piece of content should also be assessed based on its ROI. There's no sense in working hard to generate engagement if your content doesn't result in both leads and conversions. This links back to the idea of the funnel: if the content doesn't "move" traffic downwards towards a conversion, it isn't working as designed.
4. Apprenez à utiliser les KPI d'engagement social
While user engagement is essential, most of us don't just rely on optimizing our websites to engage leads. Social media and audience management are just as important to attracting traffic into the marketing funnel. This makes social engagement KPIs vital.
Les KPI de base sont importants ici. Par example:
- Likes and shares - Provide great evidence of your content's effectiveness but shouldn't be considered in isolation.
- Reach - This gives an idea of the potential audience for each piece of social media content and helps you understand what proportion of viewers chose to like or share.
- Brand mentions - Expanding awareness of your brand is a key social media goal, so it often makes sense to track how often users discuss your core brand or products.
Fundamentally, KPIs should tell us how likely social media users are to see our content and take the actions we want them to take. If we see a discrepancy between reach and likes, something is wrong. And if we see a drop-off in brand mentions, we should also take action.
5. Liez les KPI à la production de contenu flexible
Finally, we need to mention the value of using KPIs to inform your content strategy. Ideally, analysis feeds directly into content production, so it's possible to produce content that is perfectly tailored for your marketing funnel and that reflects the data generated by previous campaigns.
In other words, the funnel is actually a feedback loop, which makes content more effective with each pass-through.
This means that you need content creation partners who can take your findings and put them into practice efficiently. That's what greatcontent is all about, and we can help at every stage of the marketing funnel. Get in touch if you want to turn your KPIs into content that boosts SEO performance, engages users, and maximizes ROI.
