A key performance indicator (KPI) is a measurable value that is used to judge how effective an organisation is at achieving key objectives. Organisations use KPIs to evaluate their success at reaching targets. KPIs are important in the world of content marketing so that we can measure the effectiveness of what we produce. We’ve put together a list of some of the critical KPIs of school content marketing.
How many people are you reaching with your content? Unique visits are typically the standard measure of the number of people who have viewed your content within a given time frame. This KPI is a good baseline to compare different types of content and trends over time. However, it’s important to remember that not all unique visits are the same. For example, a unique visit to – or even a download of – your school’s prospectus is much more valuable than a unique visit to a blog post.
It’s one thing to have a visitor to your school’s website or social media page, but it’s another thing for them to actively engage with the content you’ve produced. Time spent is a good KPI as it indicates your success at not losing your reader. The less time spent on a page means that you have not delivered on their expectation of what they were clicking on. For example, if you have 18,000 unique views on a blog post, but the average time spent is eight seconds, then readers are not really engaged with your content.
Are people responding to the content you’re producing? What is the number of comments and likes you receive on your social platforms? In the era of social media, almost everything you make available online becomes subject to a two-way conversation. Don’t make the mistake of restricting these conversations, but rather embrace commenting and social sharing. The best advocates for your school are your school’s alumni or current families, so if they’re engaged enough to openly discuss your content or give feedback on your school, consider it a success.Be mindful that the discussion may turn negative. However, often even negative comments can be great feedback, as they help you gain better insight into the attitudes of your audience. Have a meaningful response ready when this happens.
How do your school’s marketing communications stack up?