5 Ways to Your Measure Content Marketing Success
A little back-to-basics piece around Content Marketing.
You create content to support your business objectives. These typically involve:
- Increasing brand awareness
- Generating and nurturing leads
- Increasing subscribers
- Improving customer retention
- Boosting engagement
Whatever your goals are, content creation is just the first step in your content marketing strategy. Once your content has been created and published, seeing how it performs is the crucial next step.
Without insight into the performance of your content, you would be flying blind and cannot identify your next moves.
If your content does poorly, then you should know why. If it didn’t receive enough views, perhaps it wasn’t promoted well.
If it performs well, find out what made it such a hit with your audience so that you continue creating content similar to it.
Measure Your Content Marketing Effectiveness
Here are 5 ways to measure the effectiveness of your content marketing strategy to let you know if you’re on the right track:
To monitor specific content performance for key landing pages, you’ll want to keep track of pageviews. This metric is a basic KPI and shows you not just how many pages are viewed on your site but also which ones.
2. Site Visitors
One of your content marketing goals is to increase website visitors and improve brand awareness. What you’re looking for is the balance between repeat visitors and new visitors. New visitors means new leads while repeat visitors implies customer retention and loyalty.
3. Page Impressions (aka Hits)
Impressions allow you to understand how many times your content was visible on search engines, enabling you to recognize whether search engines can find your content based on relevant keywords.
4. Average Time on Page
Average Time on Page is exactly what it sounds like; the reason why it’s so important is that it tells you how engaged your audience is in your content. If your blog is a 5-minute read and your audience is spending 5 minutes or more on your page, you know that they are consuming it.
However, if the page has a 2,000-word article and the average time spent on the page is 10 seconds, it’s safe to assume that your audience isn’t reading the content but merely skimming it.
There are a number of reasons why this could be happening; however, the most likely reasons are that your content is not captivating them in the first few sentences or there’s something wrong with your article’s readability. What fonts are you using? Are your sentences too long? Think about breaking up your text into shorter paragraphs that make the content easier on the eye.
5. Social Media Metrics
Some might argue that social media metrics are merely vanity metrics and that they don’t matter. However, if your number of followers is growing because of the content you publish, this means that your content is being shared and resonating with new audiences. Obviously, these are numbers that matter.
Because business conversions, brand awareness, and customer experience are all business objectives, metrics such as mentions, comments, and link clicks reflect whether or not you’re doing something right.
Over To You
What analytics have you found the most helpful? Are there any that you didn’t used to use but that you found to be a revelation when you adopted them? Please share in the comments section, below.
At Curatti, we can help you come up with the perfect content strategy and help you track its success. We want to help you develop your brand, build relations, earn new followers, and generate traffic to help you meet all your business objectives.
You may also want to read: How User Behavior Analytics Can Improve Your Conversions
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