Measuring the effectiveness of a content marketing campaign is, without doubt, one of the digital marketer’s biggest challenges. A lot of marketers, for instance, are skeptical about blogging because it’s almost impossible to measure the return on investment.
How would you know if the blog you posted last month is getting you the desired store traffic, for example? It’s not easy. Visits to the blog might give you a rough idea of what’s going on. So can the number of shares. But, these metrics are rarely sufficient when attempting to determine the effectiveness of your efforts.
The Solution? Align KPIs with Campaign Goals
A viable solution to this conundrum is to identify and track the Key Performance Indicators (KPIs) of each campaign goal.
These KPIs would be picked based on the type of campaign (is it a social media campaign, blogging, YouTube, etc.) and the specific goals you’ve set for that campaign.
Let’s say, for example, that you’ve set up a blog for your e-store. If the first goal of the blog is to generate leads, your KPIs would include Click-Through-Rate and Cost-Per-Lead. Meanwhile, where the goal is to increase brand awareness, the KPIs would include;
- Article views
- Followers and subscribers
- Shares, including social media shares
Business2Community has developed an elaborate infographic capturing all these strategies and tips. Spare a moment to check it out.