Growth Hacks: Content Manager’s Guide: How to set your team’s KPIs

Growth Hacks: Content Manager’s Guide: How to set your team’s KPIs

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Content Manager’s Guide: How to set your team’s KPIs

It’s really common to see content managers struggle when it comes to setting KPIs–Key Performance Indicators. But this process doesn’t have to be so hard.

In this article, I’ll talk about the main things you should consider when setting KPIs for your content team. Keep reading if you’re looking for ways to increase productivity in your project and deliver bottom-of-the-line results to the business!

What is a good, realistic monthly goal for a content producer?

As a content producer, your individual objective key-result (OKR) should be directly connected to the company’s main goals. For example, if the business must achieve 100 new customers to grow every month and your conversion rate from marketing qualified leads to customers is 10%, you know you need at least 1,000 MQLs to get to that point.

For a content producer, the more realistic KPI to track is organic traffic. Back to our example, considering that from every 10 readers one leaves their email to subscribe or download an ebook, you know that you’d need at least 10,000 unique views per month to get those 100 customers.

Disclaimer: this is a zero-gravity example and you’ll notice not every lead is an MQL. You’ll soon need to add more layers to the process, including steps on your content journey to cross content interest and lead maturity (willingness to purchase), as well as additional questions on landing pages.

Having stated that, if you’re part of a marketing team, it’s likely that the crew has to share the final goal and help each other to achieve every metric, but you can divide and conquer the funnel, setting a team member as the owner of each step:

  • Top of the funnel (traffic and channels) — content related to the needs of your target audience;
  • Middle (leads and MQLs) — info about your solution and expertise;
  • Bottom (SQLs and opportunities) — case studies, competition comparatives.

The main questions to set this number are:

  1. What is the company’s forecast for the next month/quarter/year?
  2. What are our conversion rates for every step of the funnel?
  3. Is the final number realistic or are you at the beginning of your strategy? In that case, it’d be best to grow to that unique viewers goal-number month by month.

With the team aligned on these questions, it’s time to define the proper content strategy, which involves technical resources, budget, and time allocation. It also requires knowledge about your customers, ongoing A/B tests, and analytical research.

Of course, the person responsible for the top of the funnel results impacts the middle (she/he will create materials for all stages), and of course someone who creates strategies to bring more mid-funnel leads will impact top-funnel as well — it’s teamwork. But having these “owners” will help you to motivate each one towards the final goal.

Track your content performance, campaign results, and conversion rates. Then you can repurpose and relaunch the most successful ones, replicate the best models and increase your numbers making use of the content you already have, wisely. More than that, you can gather your team again, discuss what went wrong and what worked well, adjust needs and expectations, and set up the stacks for the next cycle.

Distribute and promote your assets

Content is essential to this movement, but content alone won’t bring all the traffic on day one — you’ll need it to be distributed in the right channels — such as blog, social media, email, and so on.

Content distribution has its own tricks, shortcuts, and tools, and you need to take the time to experiment and test in order to develop a good strategy that ensures ROI on your work.

What content types my team should be delivering?

Besides that, there is a range of content types a content manager can rely on, according to the preferences of your audience, the objectives of each piece of content, and the resources available in-house.

An example of that is a framework called Content Marketing Matrix, which helps to define the content types the company should invest in for each campaign based on your goals.

To use this framework, you should think about what you want your customers to achieve from the content you’re producing: should it be entertaining, inspiring, educational or convincing? Then, you plan what types of content your team need to create in order to get there, such as videos, ebooks, articles, infographics, webinars, among others.

Also, whenever possible, your content should be complementary, referring to the others and adding more value to your visitor. That’s why it’s important to have professionals on top of the company’s content weaponry and strategy. Analytical capacity, strategic thinking, and operational resilience are some of the requirements for up-to-date Content Managers.

Let us know if this article was helpful to you in the comments!


Content Manager’s Guide: How to set your team’s KPIs was originally published in Growth Hackers on Medium, where people are continuing the conversation by highlighting and responding to this story.

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