Creating content is understandably crucial to any content marketing objective you may have. Now that we have that covered, what exactly ARE those content marketing objectives? At Content Marketing Strategy, Sarah Goliger writes about how to translate content marketing goals into key performance indicators (KPI).
According to Klipfolio, a key performance indicator is “a measurable value that demonstrates how effectively a company is achieving key business objectives.” KPIs are a tool to help reach objectives. And as we saw earlier, you are one step closer to achieving your goals when you reach your objectives.
KPIs show whether something you are doing is working or not. That means KPIs are only as useful as you measure it.
Let’s say your goal is to increase brand awareness. The objective to get there would be to share one funny video a week. Your KPI for measuring success would be how many social shares the video received.
Here are just a few more examples of some goals, their objectives, and KPIs.
Goal: Drive more traffic
Objective: Run a monthly Outbrain or Taboola campaign to promote your blog content on other sites
KPI: Number of blog visits per month
Goal: Generate sales leads
Objective: Offer an eBook in exchange for a lead’s contact information
KPI: Number of leads generated from each piece of content
Goal: More upsells
Objective: Email exclusive, personalized deals to existing customers once a week
KPI: Revenue from upsells