Tracking the right content marketing campaign KPIs
As brands move more marketing dollars to content marketing campaigns, CMOs and their teams are closely tracking content marketing campaign KPIs to ensure superior ROI. Most content teams, however, are focused on the wrong metrics: they track quantitative data to measure content marketing results. Savvy content marketers, however, know that measuring qualitative data – revealing how audiences feel about content – is the only way to measure content marketing effectiveness.
Knotch provides a content intelligence platform with tools for accurately measuring audience sentiment, enabling teams to track the content marketing campaign KPIs that can dramatically improve results and ROI.
Sentiment metrics: the most important content marketing campaign KPIs
Like every form of digital marketing, content marketing provides an overwhelming amount of data that enables CMOs to track a wide range of content marketing campaign KPIs.
Most content teams tend to get most excited about quantitative metrics that measure engagement:
- Site traffic
- Time spent on page
- Unique visitors
- Page depth
- Bounce rate
- Social engagement
- Pages per session
- Referral sources
These metrics show the volume of engagement, which is important, but they completely miss the most important content marketing metrics to track: how audiences really feel about the digital content they are consuming.
The goal of content marketing is to build trust and improve a target audience’s perception of a brand. It’s nice when a piece of content gets thousands of views, but unless marketers know whether those views improved the users’ opinion of the brand, they don’t really know if the content was successful. Content marketing KPIs based on audience sentiment are truly the only way to measure campaign success.
Here’s the problem: content marketing campaign KPIs based on sentiment feedback have been incredibly hard to track. Traditional methods of measuring sentiment are inaccurate and incomplete, as response rates are roughly .01%. And getting sentiment data in real time has practically been impossible. That’s the problem that Knotch set out to solve.
The Knotch content intelligence platform
Knotch is the only the content intelligence platform that works across all owned and paid channels, providing brands with totally unbiased and independent first-party data. Our platform supports more accurate content marketing campaign KPIs by combining real-time audience sentiment feedback with quantitative data and audience demographic and psychographic information, providing CMOs with a holistic view of content performance.
To gather information about audience sentiment in real time, we developed a feedback unit that can be embedded directly into content. The feedback unit appears alongside or at the end of each piece of content, letting users register their feeling as they engage with a video, a blog, an article, an e-book, or other high-value assets. Using a temperature scale, users can express their feeling about content with a single click, providing real-time feedback that we pass on to our brand customers.
Because our audience feedback unit is intuitive, engaging and unobtrusive, audiences are far more likely to respond. In fact, our 20% response rate is 2000X greater than the response rate for traditional methods.
In addition to qualitative audience sentiment data, Knotch provides a content marketing metrics dashboard where content teams can easily track content marketing campaign KPIs with a complete view of progress against goals. Knotch provides:
- Real time content analysis of performance of every content type, theme and distribution channel, showing what’s working, what’s not, and how to optimize campaigns in real time.
- Cross-platform comparisons based on aggregated content analytics from owned content hubs and paid partnerships.
- Actionable insights that inform strategy, help to optimize campaigns, and power DMP and CRM platforms with more refined audience segments.
Comprehensive content marketing KPIs
Knotch captures comprehensive metrics to support all relevant content marketing campaign KPIs, including:
- Purchase intent
- Job Function
- Brand/purchase affinity
- In-market segments
- Overall views
- Unique views
- Referral source
- Time spent
- Scroll depth
- Video completion rates
- Device & browser type
- Social engagement
- Custom events
Additional Knotch solutions
In addition to tools for measuring performance and tracking content marketing campaign KPIs, Knotch provides solutions for:
- Monitoring competitors’ content campaigns, publishing cadences, and themes.
- Identifying and vetting the best publishers and partners based on target demographics and content marketing campaign KPIs.
- Automatically organizing content in a central repository.
- Defining ideal customer journeys and mapping content to each stage.
- Recommending the next, most valuable step in the customer journey through an AI-powered recommendation engine.
- Developing content intelligence that automatically surfaces the most relevant insights.
FAQs: what are content marketing campaign KPIs?
What are content marketing campaign KPIs?
Content marketing campaign KPIs are the objectives against which the success of a campaign is measured. High-level KPIs may include quantitative KPIs such as traffic, click through rates, social shares and conversions, as well as qualitative KPIs such as improvement in audience awareness, perception and purchase intent.
What are the most important content marketing KPIs?
Many marketing teams focus on quantitative KPIs that reveal volume of engagement, as these are the easiest to track and measure against. But it’s the qualitative KPIs – showing how audiences feel about the content they consume – that are the most important measurements. Unless they know whether audiences liked a piece of content or not, content teams can’t really determine whether a content asset or campaign is successful.