KPIs for Marketing

KPIs for Marketing: content shares

Learn about the essential KPIs for measuring the success of your marketing efforts, specifically focusing on content shares.

As marketers, we all know how important it is to measure our success. Key Performance Indicators, or KPIs, are the metrics we use to determine the effectiveness of our marketing efforts. And when it comes to digital marketing, content shares are a vital KPI that we need to track.

Understanding KPIs in Marketing

Before diving into content shares, let's first take a moment to understand what KPIs are and why they matter. KPIs, or Key Performance Indicators, are measurable values that help us understand how well we're achieving our goals. They provide us with insights into what's working and what's not, allowing us to make informed decisions about where to focus our efforts and resources.

For example, some common KPIs in marketing include website traffic, conversion rates, social media engagement, and email open rates. By tracking these metrics, we can determine which marketing strategies are most effective and make data-driven decisions to improve our overall performance.

What are KPIs and why are they important?

KPIs are important for several reasons. First, they offer us a way to measure the success of our marketing campaigns. Without KPIs, it can be difficult to determine whether our efforts are actually making a difference. By tracking specific metrics, we can see the impact of our marketing activities and adjust our strategies accordingly.

Additionally, KPIs provide us with benchmarks to track our progress over time and to set goals for future campaigns. For example, if our website traffic has been steadily increasing each month, we can set a goal to maintain or exceed that growth rate in the future.

The role of content shares in marketing KPIs

When it comes to digital marketing, content is king. And one of the ways we measure the success of our content is through content shares. Every time someone shares our content, we're increasing the reach of our message and potentially attracting new customers or followers.

However, it's important to note that not all content shares are created equal. Shares from influential individuals or organizations can have a much greater impact than shares from random social media users. That's why it's important to track not just the number of shares, but also the quality and relevance of those shares.

Overall, content shares can be a valuable KPI for measuring the success of our content marketing efforts. By tracking this metric, we can see how our content is resonating with our target audience and make adjustments to improve our overall performance.

Types of Content Shares

When it comes to measuring our KPIs, it's important to consider the different types of content shares. By understanding these different types, we can better analyze our reach and engagement. Below are some of the most common types of content shares:

Social media shares

Social media shares are perhaps the most well-known type of content share. They occur when someone shares our content on a social media platform like Facebook, Twitter, or LinkedIn. Social media shares are crucial for increasing our visibility and attracting new followers and customers. When someone shares our content on social media, it has the potential to reach a much larger audience than if we were just relying on our own followers to see it.

One of the benefits of social media shares is that they can also help us to build our brand. When our content is shared by others, it can help to establish us as a thought leader in our industry. Additionally, social media shares can help to increase our website traffic, which can ultimately lead to more conversions and sales.

Email shares

Email shares occur when someone shares our content via email. While not as common as social media shares, email shares are still an important way to increase the reach of our content. They're especially valuable when our content is shared with someone who might not have seen it otherwise. For example, if someone shares our content with a colleague or friend, it could lead to a new subscriber or customer.

One of the benefits of email shares is that they can be more personal than social media shares. When someone shares our content via email, they may include a personal message or recommendation, which can help to increase the likelihood that the recipient will engage with our content.

Direct link shares

Direct link shares occur when someone shares a direct link to our content. This could be through a messaging app or by copying and pasting the link into a blog post or article. Direct link shares might not be as common as social media shares, but they still play an important role in increasing the visibility of our content.

One of the benefits of direct link shares is that they can help to increase our backlinks. Backlinks are links from other websites that point to our content. When we have more backlinks, it can help to improve our search engine rankings, which can ultimately lead to more organic traffic.

In-app or platform-specific shares

In-app or platform-specific shares occur when someone shares our content within an app or platform. For example, if someone shares a post from our business's Facebook page to their Facebook group, that would be considered an in-app share. These shares are important because they often have a more targeted audience and can provide high-quality leads.

One of the benefits of in-app or platform-specific shares is that they can help us to build relationships with our audience. When our content is shared within a specific community or group, it can help to establish us as a trusted source of information within that community. Additionally, in-app or platform-specific shares can help us to reach new audiences that we might not have been able to reach otherwise.

Measuring Content Shares

In today's digital age, measuring content shares is an essential part of any content marketing strategy. By tracking our Key Performance Indicators (KPIs) for content shares, we can gain valuable insights into how our content is performing and make data-driven decisions about how to optimize our efforts.

However, measuring content shares is not as simple as just counting the number of likes, shares, and comments on our social media posts. To truly understand the impact of our content, we need to have a system in place to measure and analyze our share data.

Tracking tools and analytics platforms

One of the most important components of measuring content shares is having the right tracking tools and analytics platforms in place. These tools can provide us with a wealth of data on how our content is being shared and engaged with across various platforms.

For example, Google Analytics is a powerful tool that can help us track the number of social media shares our content receives, as well as other metrics like traffic sources, bounce rates, and conversion rates. Social media platforms like Facebook and Twitter also provide their own analytics tools that we can use to measure our performance and gain insights into our audience's behavior.

Setting benchmarks for content share goals

Another important aspect of measuring content shares is setting benchmarks for our content share goals. By setting specific, measurable goals for our content shares, we can track our progress and make adjustments as needed to ensure we are meeting our targets.

For example, if we want to increase our social media shares by 20% over the next quarter, we need to set that as a benchmark and regularly check our progress. By doing so, we can identify any areas where we may be falling short and make changes to our strategy to improve our performance.

Analyzing share data for insights

Finally, analyzing our share data for insights is key to making informed decisions about our content marketing strategy. By looking at which types of content get the most shares, which platforms are driving the most traffic, and which audiences are engaging with our content the most, we can gain valuable insights into what is resonating with our audience and adjust our strategy accordingly.

For example, if we find that our audience is particularly engaged with video content on Facebook, we may want to focus more on creating and promoting video content to drive more engagement and shares.

In conclusion, measuring content shares is a crucial part of any content marketing strategy. By using the right tracking tools and analytics platforms, setting benchmarks for our content share goals, and analyzing our share data for insights, we can optimize our efforts and achieve greater success in our content marketing campaigns.

Strategies to Increase Content Shares

While measuring our content shares is important, so too is finding ways to increase them. There are several strategies we can use to encourage more sharing among our audiences.

Creating share-worthy content

Perhaps the most important strategy is to create content that people want to share. This means taking the time to create high-quality, informative, and engaging content that resonates with our audiences. When we create content that people love, they're much more likely to share it with their friends and followers.

Creating share-worthy content can be achieved by understanding our audience's interests, pain points, and needs. By creating content that addresses these areas, we can create a connection with our audience and build trust. We can also use storytelling techniques to make our content more relatable and memorable.

Encouraging sharing through calls-to-action

We can also encourage sharing by including calls-to-action within our content. For example, we might ask people to share our content if they found it useful or interesting. We can also include social sharing buttons on our blog posts or web pages to make it easy for people to share our content.

Another way to encourage sharing is by offering incentives. For example, we might offer a free e-book or discount code to those who share our content on social media. This not only increases the likelihood of sharing, but it also helps to build our email list and customer base.

Leveraging influencers and partnerships

Another strategy is to leverage influencers and partnerships to help promote our content. By partnering with other businesses or influencers, we can tap into their audience and potentially reach more people with our message.

When partnering with influencers, it's important to choose those who align with our brand values and have a similar target audience. We can also offer them incentives, such as free products or commissions, to promote our content to their followers.

Utilizing paid promotion to boost shares

Finally, we can utilize paid promotion to boost our content shares. This might include running social media ads to target specific audiences or promoting our content through sponsored posts on other websites. While paid promotion isn't always necessary, it can be an effective way to increase our content's visibility.

When using paid promotion, it's important to set clear goals and target our audience effectively. We can also use A/B testing to determine which ads or sponsored posts are most effective in increasing our content shares.

By implementing these strategies, we can increase our content shares and reach a wider audience. However, it's important to remember that creating high-quality, share-worthy content should always be our top priority.


In conclusion, tracking our KPIs for content shares is an important part of measuring our digital marketing success. By understanding the different types of content shares, measuring our share data, and utilizing strategies to increase our shares, we can create content that resonates with our audiences and drives real results. So, let's get to work and start tracking those content shares!