Evaluating your content from start to finish is a vital part of content marketing to ensure it’s effective and achieving your goals. But where do you even start? Well you need to start with a goal. You need to be clear on what it is you are trying to achieve with the content you’re creating. On a top level is it brand awareness, new customers or keeping existing customers engaged? The level below that are your metrics used to measure these goals. How many people see it, comment, share, like it (yes, my mind did evoke this tune in my head as I wrote this) Here are some basic, engagement and conversion metrics to help you start picking metrics that are most valuable to you.
Basic metrics – start here
Looking at analytics can be overwhelming. Start with the views. How many people are seeing my content? How many users is it attracting? And are these users’ new users or returning?
Page views: the number of times a page is viewed
Users: the number of unique visitors who have visited your site. A unique visitor is someone who visits your site at least once in a reporting period.
If you want to take it a step further take a look at some additional metrics to gain more insights.
Geo location: find out where in the world the people are accessing your content from. If you see a trend in where your content is popular you can use this to find someone in that country to promote the content for you.
Device: find out if people are consuming your content through a mobile device or laptop. If it’s more mobile skewed, shorter, bite sizes information and images work better than heavy text.
Source: find out where these people are coming from. Is it Facebook? Has someone shared a link to your content on their website? It’s useful to know how people are finding your content.
If you’re running an email content marketing campaign you can open rates and clicks on the email.
Now that we know how many people are seeing your content and where they’re coming from let’s look at what they’re doing when they get there. There’s not much point in having thousands of views if they are only spending a split second there that’s not great.
Average time on page: Google’s benchmark for time on site is five and a half minutes and two for a blog post.
Pages/sessions: this is a good way to see if people are perusing through your site or between multiple sections. If they are it shows they are engaged.
Referral traffic: if people are referring links to your page this is a good thing for obvious reasons. People are not only talking about your content but getting people there for you.
New vs returning visitors: this just helps you determine how many people are regularly consuming your content or who is seeing it for the first time.
In social media likes, shares and comments are all good vanity metrics to have around your content.
As mentioned at the beginning you need to be clear on the goals of your content and if you want people to take a conversion action like completing a form fill or making a phone call you need to tell them.
Conversions you can track through your Google Analytics could include transactions, purchases or form fills.
You can set up goals in Google analytics to track these conversions that are taking place.
That’s a wrap guys. We hope you found these basic metrics to use when measuring your content marketing useful. Drop us a line if you’d like to learn more about how we can help your business publish some powerful content today.