What KPIs should you use for different content and buyer journey stages?

1 Awareness stage KPIs

The awareness stage is where you introduce your brand, product, or service to potential customers who have a problem or need that you can solve. During this stage, the main objective is to generate interest, educate, and build trust. To track your content performance, you can measure KPIs such as traffic, impressions, and engagement. Traffic indicates how well you are attracting your target audience and how visible you are on search engines and social media. Impressions demonstrate how much exposure your content is getting and how relevant it is to your audience's queries. Lastly, engagement measures how well your content resonates with your audience and how likely they are to take action.

2 Consideration stage KPIs

At the consideration stage, the main goal is to nurture leads and persuade them to choose your solution over competitors. To track content performance, you can measure the number of prospects who have shown interest in your solution and provided contact information, such as an email address. Additionally, you can gauge lead quality based on their demographic, behavioral, and psychographic data. Lastly, you can assess lead nurturing by counting the number of touchpoints and interactions with your leads throughout the buyer journey. All of these indicators will help you determine how well you are converting traffic into qualified leads, segmenting leads, building relationships, delivering value, and moving leads along the sales funnel.

3 Decision stage KPIs

The decision stage is where you attempt to persuade leads to make a purchase and become customers. This stage's main objective is to conquer the remaining obstacles, provide incentives, and generate urgency. You can use several KPIs to track your content performance in this stage, such as conversion rate, customer acquisition cost, and customer lifetime value. Conversion rate is the percentage of leads who become customers, divided by the total number of leads, which indicates how successful you are at closing the deal and how effective your content is in influencing the buying decision. Customer acquisition cost is the amount of money you spend to acquire a new customer, divided by the total number of customers, which shows how efficient and profitable your content marketing strategy is. Lastly, customer lifetime value measures how loyal and satisfied your customers are and how much value your content delivers to them over time; it's calculated by subtracting the cost of acquiring and serving them from the amount of money a customer spends with your business over their entire relationship with you.