2 Types of Content Marketing KPIs You Should Track (Separately)

Separating input and output KPIs is a concept rarely used in content marketing. But when applied, it gives a better understanding of what resources to focus on in order to achieve the desired results.

For this concept to work, selecting which KPIs to monitor carefully is essential. Here are a few input and output KPI ideas you can use for your content marketing.

These are your resources: the content you produce and the ability to reach your audience.

Quantity

Obviously, content quantity is about how much you publish. And it’s important because each piece of content is a chance to reach your desired outcome: new sales, retaining customers, becoming a thought leader in your space, etc.

For companies that are in the process of discovering content marketing, the quantity of content translates to the number of experiments you canmake.

For companies that know what kind of content their audience appreciates, content quantity is the ultimate KPI—the more you do, the more yougrow.

But how much content is enough? That is the question everyone asks, but it’s the wrong kind of question to ask. Marketing is a game where there is always “never enough” traffic, leads, links, likes, etc. Otherwise, multibillion-dollar companies would cease all marketing.

So the right question is this: Can you make more content?

Your competitors can be a good benchmark for this KPI. You can use Ahrefs’ Content Explorer to check how much new and republished content they’ve released in any period.

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