What are Key performance indicators and how can you use them to create content that is valuable
Posted on 25th July 2022
Consumers are no longer ‘brand loyal’ they are highly influenced by content that seems attractive to their needs. Relying more on content marketing from brands to differentiate themselves for the audiences’ issues of today.
KPI’s are Key Performance Indicators which are a way to measure performance over time for a specific objective. These are used to track performance to make the most impact on your business strategy.
Are Key performance factors such as engagement and scroll time still relevant when an audience will judge a campaign on so many more levels of interaction? For example, tone, relevancy to them, are the business credible, accuracy.
Yes and no. You can measure engagement from these areas such as interactions and time spent looking at posts/videos. But it needs to be a more holistic and qualitative approach too.
Brands are now becoming more and more clever using content campaigns to algin their selves with the social and environmental issues that consumers care about the most. This is where it becomes important to stay up to date with current trends and news.
For example, recently circulating in the news Facebook are going to be updating their algorithm. Meta Executive of Facebook Tom Alison revealed that Facebooks main feed will start heavily recommending posts regardless of where they come from. Just like Tik Tok. They are increasingly seeing Tik Tok as a massive threat and this will change the way Facebook runs and how content is shared. This has a massive impact on how content planning will be shaped and how strategies will be made.
You need to tailor your KPI’s to your business strategy and targets. It is essential that the data from analytics is articulated to improve platform design and content.
To reach successful metrics you can create your own success metrics and scoring systems by combining multiple engagement states to ensure a ‘successful engagement’.
The average attention span time is a dissapointing 8 seconds in 2022, the average in 2000 was 12 seconds. Scientists now reckon we as a generation have shorter attention spans than a goldfish, who can focus on a task or object for 9 seconds. Knowing this as a fact urges the needs for content planning to be that much more eye catching and attractive to an audience. Audiences want instant attention or they will look for the next interesting and relevant item or post to their selves.
So, if your posts are reaching 30 seconds engagement time or more on a page, then that can be translated to successful engagement as a comparison to the average.
Metrics such as engagement are quantitative and therefore answer the question of ‘What?’ but we need the ‘why’ answered as a qualitative measure.
This can be answered from comments and engagements that incur conversations. What are people talking about and what do people want to know? ‘Social listening’.
Similarly answering to negative feedback to flip it to and have the resources available to deal with these situations.
Traffic - Measures your pages views and visitors you’ve gained from what leads.
Engagement metrics - Will tell you how relevant (or poor) your content is, based on the time spent on the platform, time on the page, scroll depth, interaction rate, download rate, bounce rate, social shares, and page views.
Audience insights - Will tell you whether you reached the audience you wanted to. This could include demographics, geography, seniority levels, occupation and industry, interests etc.
Opinary which can be embedded alongside content to encourage customers to give feedback.
This an engagement tactic which could be on the first page of your website giving a fun interactive way to answer a question for the client to focus was they need for the website and for the business to learn what they are visiting for.
Also engaging their attention by carrying out the little slide bar task.
Getting qualitative research means that you’re not just getting views, but you are also gaining genuine engagement with consumers who respect and believe in your brand and happy take a little time to comment their opinion.
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