KPI is the abbreviation for Key Performance Indicator. The term refers to key performance indicators that can be used to determine the performance of activities in companies. Which KPIs should be looked at to measure success or failure depends on the company, the particular activity and its goals.

KPIs are used to check how successful certain activities in companies are. All processes in organizations can be monitored using these key performance indicators. Using key performance indicators, management and controlling can analyze processes in the company. Through consistent monitoring, processes and measures can be adjusted and optimized accordingly.

Depending on the company and the area, different KPIs are used to measure performance. Marketing, for example, is interested in different KPIs than sales, while accounting is interested in different KPIs than logistics. Which KPIs are the right ones always depends on which activities are to be checked.

KPIs can be determined in different ways. On the Internet, many KPIs are measurable and can be determined, for example, with analysis tools such as Google Analytics. Depending on whether it is an online store or a blog, for example, the relevant KPIS vary.

KPIs in content marketing

Only those who regularly monitor the results can determine how effective their own content marketing measures are. Which metrics are relevant depends on the particular measure and its goals.

For example, if the aim is to increase traffic to a blog, metrics such as visitors, returning users and dwell time are suitable. If, on the other hand, the goal of the content measure is to generate leads, the conversion rate of landing pages, for example, can be considered.

The renowned Content Marketing Institute (CMI) divides the metrics for measuring content success into four areas:

  • Lead generation metrics: e.g., registrations.
  • Sales metrics: e.g. online sales
  • Consumption metrics: e.g., downloads
  • Sharing metrics: e.g. retweets

The most important metrics B2B companies currently use to measure their content marketing, according to CMI, are:

  • Lead quality
  • Sales
  • Conversion Rates

However, website traffic and SEO ranking are also among the top 10 KPIs.

Important key performance indicators in content marketing can also be:

  • Page Views (page impressions)
  • Unique Visits
  • Number of new users
  • Newsletter subscriptions
  • Dwell time
  • Bounce rate
  • Social Shares

KPIs are used to review areas and measures in organizations. They can be used to evaluate which actions are successful and where there is potential for optimization and cost savings. Which KPIs are suitable as key performance indicators depends on the company in question.

Regular measurement of the success of processes in companies is not only important for controlling and management. In content marketing, too, it is important to regularly check one’s activities according to the content goals using defined key performance indicators.

Which KPIs can be used to measure the performance of content marketing always depends on the respective content measure and its goals. There are very many possible KPIs that can be used depending on the business model, goal, and content type.


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