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When measuring content performance, it’s best to ensure that your team narrows the focus in order to see the big picture.

This post discusses 4 key performance metrics and the relevant KPIs for each metric.

  • RP

    Roy Povarchik

    over 4 years ago #

    Really good post! Great timing for me.

    • YK

      yael kochman

      over 4 years ago #

      Thanks Roy! Glad you found it useful.

      I'm thinking of writing a follow up post on how to measure each KPI. What do you think? Is this relevant?

      • AB

        Avishai Sam Bitton

        over 4 years ago #

        I see some stuff that I may have overlooked in the past, will need to read this again to sink all the important stuff in :)

        BTW love the idea about how to measure each KPI... BUT! I would much rather read a post about how your day looks like as a content marketing queen

      • CB

        Carlo Borja

        over 4 years ago #

        Considering Avishai's suggestion and this comment, it would be great to see how you actually measure each KPI in a case study style? That would make up an actionable and fantastic follow-up article.

        By the way, big thanks for this. Should be a great help for someone like me who is eager to learn.

  • SG

    Sam Grossman

    over 4 years ago #

    Great read @yaelk ! I had never considered an alternative to scaling social shares (and the like) for measuring my content. I will definitely start implementing KPIs like TROI and staying away from vanity metrics.
    How do you suggest we marketers scale a single piece of content that's repurposed more than once (i.e. blog post & LinkedIn post)? More specifically - should we combine all KPIs for that content as it measured across all channels or should we separate the KPIs according to each channel on which the content was posted?

    • YK

      yael kochman

      over 4 years ago #

      Thanks Sam. This is a great questions as each channel is different and needs it's own care.

      I think it depends on your stregy: if you're trying to find out which channel is more effective, than use the same KPIs. If your goal is to discover which pieces of content are the most effective, than set KPIs for each channel separately.

  • AD

    April Dunford

    over 4 years ago #

    I liked this post a lot.
    In my last couple of startups where we were selling enterprise B2B solutions (meaning a high price point), if you looked at our best leads and then went backward to look at what actions they took before they got to an SQL stage, it was often surprising. Social media interaction was NEVER an indicator. Almost all of our engagement came from "ecosystem" players - partners, consultants, even competitors. Our buyers just didn't spend time on social commenting or liking or following anyone. Consumption of more than one meaty piece of content was ALWAYS a leading indicator so we spent a lot of time creating content that mapped to the prospect's buying process. From that we got really good at predicting where in a buying process a prospect was by what piece of content they consumed.

    • YK

      yael kochman

      over 4 years ago #

      Great insight April! With us as well, the people that like and share our content are usually not not potential buyers.

      Yet, if the more people share our content the bugger the chance of it to reach new audiences, and there we might find our biggest leads.

  • JE

    jonah engler

    about 4 years ago #

    awesome stuff thanks for sharing

  • SG

    Sam Grossman

    over 4 years ago #

    Great read @yaelk ! I had never considered an alternative to scaling social shares (and the like) for measuring my content. I will definitely start implementing KPIs like TROI and staying away from vanity metrics.
    How do you suggest we marketers scale a single piece of content that's repurposed more than once (i.e. blog post & LinkedIn post)? More specifically - should we combine all KPIs for that content as it measured across all channels or should we separate the KPIs according to each channel on which the content was posted?

    • YK

      yael kochman

      about 4 years ago #

      Great questions Sam. I think the important thing is to get to know each of these platform, what works best there, who is the audience. For example, I've seen more success on Linkedin for shorter post, vs. our company blog where posts longer than 1,000 words do much better.
      The combination of KPIs is yours to decide. I suggest tracking everything you can, so that you'll be able to choose which 2-3 metrics to actually use to measure your ROI.

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