•Number of converted leads by
• Total cost per converted lead by
Those two numbers are the only
KPIs (for that particular goal) that will
matter to your executive.
For your secondary indicators, you
may want to monitor a number of
metrics. These will give you great
insights and help your team improve
the process in order to reach your
goals. Examples include:
• Email list subscribers versus goal.
• Total number of leads by week/
•Incremental leads from the new
• Lead source (organic search, Twitter, Facebook, etc.).
Lastly, you have your user indicators
at the bottom. These are the day-to-day metrics that will help you understand and get the insight you need to
improve the processes related to your
secondary indicators—that is, the ones
you will want to show to the content
creators within your organization.
• Number of visitors to the blog.
•New visitors versus returning
• Page views on the blog.
• Number of blog comments.
• Blog subscriptions.
• Conversion rate from subscribers
• Number of shares through social
media (most shared posts).
• SEO metrics for keywords.
• Twitter followers.
• Facebook likes.
• Social media reports (both internal
•Blog comments and responses
•Most popular blog content/
•Persona measurement (that is,
showing if you are attracting your
The purpose of these metrics is to
help improve your process. If you find
that you’re putting a lot of time into
Facebook but are not getting any visitors or subscribers out of it, you can
alter your strategy and experiment with
other social networks.
Bringing the levels of the
If you spend the time to do this the
right way, you will have a lot of tools to
answer some extraordinarily complex
questions about your content marketing, as well as your overall marketing
strategy. You may find some interesting
things, such as:
• Social media channels are producing the most qualified leads.
• Email subscribers remain customers longer than non-subscribers.
•You’re attracting way more of
“Danny” (Persona One), but
“Suzie” (Persona Two) makes up
a much higher percentage of your
And this is where you’ll earn your
keep. Once you can show certain
trends with your content, then you can
start to do more of what’s working and
less of what’s not.
Get more tips on content marketing
measurement from the Content Marketing Institute.
about the author
Joe Pulizzi is the founder
of the Content Marketing
Institute, an educational
resource for content
marketing, including the
event Content Marketing
World. His just-released
third book is Epic Content
Marketing. He is based in