By now, every website owner is already aware of what a powerful content marketing strategy can do to increase their website traffic and improve sales. If you’re putting in more time and effort into your content, then that’s great!
But many are still forgetting one important aspect of content creation: measuring performance. According to research by Orbit Media, below 32% of bloggers bother to check their analytics.
Measuring the performance of your content is the key to improving your content marketing strategy. How would you know what your customers are looking for? Which type of content (Blog? Videos?) are giving you the best results? How do they share your content? Do your customers love them?
If you don’t know the answers to these questions, I’m afraid you might not be doing enough. Knowing how your content is performing will give you enough ammo to fire more engaging content in the future and even attract more customers.
So let’s start.
How well is your content performing?
Analytics may seem like a big word but you don’t really need to do a great deal of statistical math to do this. All you need is to get into the habit of measuring and evaluating your efforts and know which insights you need to extract. Here’s what we recommend.
1.Measure website traffic using Google Analytics
Google Analytics will show you a better picture of how your audience is responding to your content. We suggest comparing by months or weeks to get a better view of your performance, and focus on the User Behaviour section of analytics. Here are some of the metrics you need to take note of.
- Page views
- Unique visitors
- New and returning visitors
- Pages per session
- Average time spent on a page
- Bounce rate
- Traffic sources
2. Social Media Followers
Yep, those 10,000 likes and followers are indication that the content you share across social media channels is effective. It’s important, however, that your likes and follower count rises steadily, so keep those content coming!
3. Social Media Engagement
Social media engagement helps you find out which type of content resonates with your target audience. Take advantage of the built-in analytics platform in each of the social media channels you use and track the following metrics:
- Post likes
4. Inbound Links
Inbound links are simply a vote going to your website from another website or domain. When a blog or infographic you made is used as a source and linked by another website, this means you’ve got a strong content there. Inbound links are also a huge ranking factor for Google.
5. Search Rankings
Google wants to show up content that readers will find relevant and highly useful. If your blogs find their way at the top of search results, this is an indication that you are providing something of value. Take note of topics that trigger interest among audiences and push them to take action.
6. Click-Through Rate
Click-through rate (CTR) is a key success factor for content performance. This is an indication of a customer’s intent to know more about what you’re offering or better yet, a signal that they want to buy.
7. Email Subscribers
If there’s a spike in the number of email subscribers, this means your content is performing well. We suggest doing a subscriber headcount regularly and think of ways to accelerate its growth.
Your customers can give you feedback through social media posts, direct messages, email, reviews and contact form submissions. Gather all your feedback and use them to improve the quality of your content.
What are you doing to measure the effectiveness of your content strategy? We’d love to hear from you!