When we officially started marketing content back in 2016 with a freshly minted WordPress website, we focused on traffic wins for the keywords our clients needed. We focused on growing our KPIs like organic clicks/CTR, crawl errors, impressions, SERP position… and traffic soared!
We are now switching up the game to optimise all this traffic to help business, by looking at RoI from efforts put into the traffic and conversions arising out of it. This can be done by measuring the leads generated, qualified and converted over a period of time.
"... user engagement KPIs to save the day."
But don’t stop with business intent alone. It may prevent your reports from recognising those articles that have a great magnetic power to introduce people to your brand.
To prevent this from happening, we bring in user engagement KPIs to save the day.
Keeping track of pages/session, social media shares, comments or avg. time on page for your articles will allow you to figure out which pieces of content are good for engagement. Audiences who engage with these may later be better inclined to convert when they see one of your content pieces written to convert.
Solution: Use a mix of organic + business intent + user engagement KPIs to balance out the metrics measured for your content marketing. Or, offload that work to your promotions partner so that you can focus on business intent alone.