Evaluating Content Marketers: Key Metrics and Strategies

Well warmth greetings! As a seasoned SEO professional at Google, I have had to develop Key Performance Indicators (KPIs) for content marketing programs. There are several areas to consider for both the contributors and the success of the overall program.

Program Assessment

The foundation of any content marketing program lies in its delivery and effectiveness. Here are a few critical aspects to consider:

Content Delivery Schedule: Are you consistently delivering planned content on schedule, meeting the goals for content delivery? Effectiveness of Tracking: If you are using a marketing analytics service to track content effectiveness, are you making progress towards your goals? How many leads are coming through the campaigns associated with different content? Justification of Spending: Just as with event programs and digital campaigns, the spending on content marketing needs to be justified. Assess if your efforts are paying off with a return on investment that meets your benchmarks.

Writer Performance

Writer quality is crucial in content marketing. Here are some key metrics to evaluate:

Content Quality: Are the pieces delivered of high quality without errors? Does the content effectively position your products or services as per the brief? Delivery Scheduling: Are they adhering to the schedule for delivering content? Consistency and timely delivery are key aspects of content marketing. Collaboration and Responsiveness: Do they remain responsive and collaborative through campaigns and branding efforts? Do they follow company processes for revisions and time reporting?

Engagement and Visibility

Content awareness and engagement are also vital. Here's how you can assess these:

Engagement Metrics: What does engagement look like on the content you are putting out? Are readers interacting with your content in the ways you expected? Publications and Influencer Websites: If you are relying on a PR resource for demand generation, are your content pieces getting published on high-quality influencer websites?

Assessing Program and Writer Performance

To evaluate the success of the program, focus on the success of the email campaigns and advertising that the content is feeding. Here are some steps to take:

Review Analytics: Analyze the data from your email campaigns and advertising. How effective are they? What are the lead generation rates? Iterate and Improve: Use the insights from your analytics to improve the content and the marketing strategies. Always seek to optimize your efforts.

I’ve been sharing helpful tips and advice for marketers and business owners on my space on Quora. If you found this article useful, I would greatly appreciate your support by following and thanking me for my contributions.