<aside> ☝ The KPIs need to be determined based on several aspects. But most importantly, these KPIs need to reflect the strategic goals and whether they are achieved through content marketing.

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<aside> ⏱️ All the data mentioned below should be documented and analyzed by the content manager and its team regularly such as weekly/bi-weekly, monthly, quarterly, and yearly.

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<aside> ✅ The KPIs should be generated based on previous data (growth), management decisions (strategic goals), and overall standards (eg. search engine rankings, certified reports).

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Frequency

The number of pieces published per week.

On average, 3 posts from each campaign should be posted per week to have a high ranking in the search engine.

Channels

How each channel is achieving its goals.

This should be measured based on several aspects:

• the engagement rate
  • comments
  • reposts/shares
  • likes
  • views
  • saves
  • time on page
• ranking - how high the post is on the platform:
  • in the hashtags,
  • in platform’s search engines,
  • whether it made it to the front page

Note: the most optimal engagement rate is 10-15% on platforms with social media features.

• the audience - whether the demographic is correct with the audience segments & personas
• website traffic - whether the website traffic is generated from content marketing and which platforms or campaigns exactly, with how high level
• CTA - this one is connected to the website traffic. It determines how likely the audience is to go into our CTA from the produced content. The higher CTA the higher likelihood of generating leads.
• Newsletter - this one is slightly similar to the engagement rate, but the main indicator here is how high is the % of the subscribers to:
  • open the email
  • to go to the CTA from the email

SEO

Search engine optimization is key in determining whether the topics & keywords are working towards achieving the strategic goals. I already mentioned in the channels sections a few aspects that are tightly connected with keyword effectiveness in the ranking section, so here I will mostly focus on how it affects the presence in the search engine.

• SoV
• SERP