Different KPIs for different content stages
I get asked what key performance indicators and analytics I consider for good or high-performing content. My answer has changed over time.
Two years out of college: It’s all about conversions, so I only look at the ROI of each piece!
Seven years later: It depends on the goal of each piece of content.
Why do I look at different KPIs?
Why look at different KPIs for different pieces? Because TOFU content should be doing something different from BOFU content. And if it’s not … read on!
Awareness attracts, informs, educates, doesn’t necessarily promote product/service
Consideration builds trust, provides practical and actionable tasks for users
Decision connects users’ pain points to your product/service’s solutions
Awareness stage KPIs
Goal: Attract, inform, educate, but not necessarily promote your brand.
We’re looking for valuable information and search ability.
KPIs: Generally, I want more new users spending some time on page; some click throughs are nice, too. I’m more tolerant of a high bounce rate and fewer clicks than other content stages in awareness. We should see traffic from organic and social channels for awareness content. This indicates users are finding it naturally through social, SEO, and hashtags. The expectation that your content isn’t for everyone (it should be for your target persona), so some drop off is expected.
Consideration stage KPIs
Goal: Build trust, provide practical and actionable tasks, and address pain points.
We’re looking for good value, shareability, demonstration of expertise, and trust building.
KPIs: I want to see more returning users starting to click through. More discovery of other content pieces and more engagement – maybe even a few email forms, podcast subs, YouTube subs. My tolerance for bounce rate goes down for consideration stage content. This shows that users are looking to your brand for ongoing advice as a trusted source.
Decision stage KPIs
Goal: Connect users’ pain points to your product/service’s solutions, convincing them it’s worth a try.
We’re looking for (back to straight out of college me) conversions!
KPIs: Give me engagement in the form of sign ups, form completion, click throughs on direct CTAs, demo bookings, etc. Time on page should roughly match how long it takes to consume the content. I want to see a very low bounce rate because – at this point – I’m directing most users to this BOFU continent via direct communication. With proper tracking and segmentation, this content should be served to users on a silver platter – just what they ordered.
✨Disclaimer✨
Every brand is different (blah blah blah). If your audience consumes content differently than “best practices” tell you, you’ll have to take a step back and think a little differently.